Mar 5, 2024 - News

Nonalcoholic beer sales surge in Indy

Data: NIQ; Chart: Axios Visuals
Data: NIQ; Chart: Axios Visuals

For many, the "damp" or "dry" lifestyle has gone beyond January.

Why it matters: This year, huge interest in the annual booze-free challenge Dry January marked a change in the way American adults think about alcohol, Axios' Carly Mallenbaum and Alice Feng report.

  • The shift has to do with the fact that longevity and sleep have become major health priorities.

By the numbers: Although alcoholic beer sales are fairly flat, nonalcoholic beer sales are on the rise in the U.S., according to NIQ, which tracks buying behavior.

  • In Indianapolis, alcohol-free beer sales climbed to more than $188,300 in January 2024, up from more than $126,500 the year before.
  • Meanwhile, only 62% of adults under 35 say they drink, down from 72% two decades ago, according to the latest Gallup data.

The big picture: The search term "Dry February" is being Googled more than ever in the U.S., with search interest this February 30% higher than February 2023, according to Google Trends' Katie Seaton.

What's next: Alcohol-free beer is already big, but alcohol-free wine has major potential.

  • Brianda Gonzalez, owner of alcohol-free store The New Bar in California, says a growing number of customers are replacing their ritualistic evening wine glass — which often hurts their sleep quality — with a dealcoholized version.

Go deeper: The state of Indiana breweries

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