Pittsburgh a leader in nonalcoholic drinking trend
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BERO West Coast Style IPA has more Pittsburgh ties than you think. Photo: Ryan Deto/Axios
We might be early (ish) on a national trend for once.
The intrigue: The region is embracing nonalcoholic beverages at a pace similar to bigger and hipper cities, Pittsburgh native and BERO co-founder and CEO John Herman tells Axios.
Context: Herman launched BERO with co-founder and actor Tom Holland in 2024.
- He wants the brand to grow in Pittsburgh and beyond, aiming to become the "defining brand of premium nonalcoholic beer."
What they're saying: Herman, who lives in Sewickley, acknowledges the well-trodded joke that Pittsburgh tends to see national trends 10-15 years late.
- But he notes the region has bucked this distinction for nonalcoholic drinks, citing the nonalcoholic pop-up SAD BAR, the drinks' prevalence at scores of restaurants and bars throughout the area, and Open Road, an exclusively nonalcoholic beverage store in Garfield.
- "Pittsburgh is very progressive and forward thinking in this area," he said.
The big picture: Alcoholic drink consumption has been falling, according to 2025 Gallup data.
- Last year, just over half (54%) of U.S. adults reported having alcoholic beverages on occasion. Between 1997 and 2023, it was about 60%.
- Drinking among young adults has been trending downward. Since 2023, the percentage of adults under 35 that reported drinking fell by 9 percentage points, from 59% to 50%, reports Axios' Avery Lotz.
State of play: Trendier, chef-driven restaurants have been at the forefront of offering nonalcoholic drinks in Pittsburgh, said Herman.
- He expects to see continued growth on menus at bars and restaurants, but it's less likely there will be exclusively nonalcoholic bars.
- "It is like vegan or vegetarian options. Yes, you can have a standalone restaurant, but it is more likely traditional restaurants and bars will just add nonalcoholic drinks to the menu," he said.
Between the lines: Herman believes that Pittsburgh chefs' progressive thinking has helped the region stay ahead of the NA curve, combined with the region's large health care industry and the growing studies showing alcohol is detrimental to people's health.
Where to drink: You can find BERO at Vivo in Sewickley, Monterey Bay Fish Grotto in Mount Washington, and area beer stores.
What's next: Herman said he's working to get BERO into Industry Public House locations.