Utah's non-alcoholic beer sales have more than tripled in five years
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Non-alcoholic beer sales are exploding in Utah, according to consumer data obtained by Axios.
Why it matters: Like much of the country, Utahns are rethinking their relationship to alcohol.
By the numbers: Utahns' yearly consumption per capita has declined in the past three years, according to sales data analyzed by the state Department of Alcoholic Beverage Services.
- January sales of non-alcoholic beer reached $303,654 in Utah this year — more than triple the sales in 2020, according to data from consumer trends analyst NIQ.
The big picture: Only 62% of U.S. adults under 35 say they drink, down from 72% two decades ago, according to the latest Gallup data.
Between the lines: "Dry February" was Googled more than ever in the U.S., with search interest last month 30% higher than last February, according to Google Trends' Katie Seaton.
- "Dry January" searches have increased every January since 2014, while search interest for "Damp January" nearly doubled this month compared to January 2023, Seaton told Axios.
Stunning stat: A major non-alcoholic beer brand driving the trend: Athletic Brewing Company. Whole Foods Market now sells more non-alcoholic Athletic beer than any other brand of beer, with or without alcohol, The Wall Street Journal reports.
What they're saying: At a recent alcohol-free event in Venice, California, a number of attendees told Axios that they were convinced to dial back the booze after fitness trackers showed alcohol was interfering with their sleep.
Zoom out: Mocktail brands have surged in popularity, with some boasting burns reminiscent of alcohol, and others claiming adaptogenic benefits.
Yes, but: Sophisticated zero-proof beverages can actually be more costly than alcoholic drinks.
- For example, some alcohol-free wine involves the same grape fermentation process as traditional wine, plus an additional process: dealcoholization.
Case in point: Curiosity, a zero-proof bar in Salt Lake, closed its doors in July due to a business slowdown related to road construction and health problems in the owner's family.
- The gourmet cocktails there were priced at $10-$12 — not much less than craft cocktails containing alcohol.
The intrigue: Utah's enthusiasm for non-alcoholic beer likely is not driven by the Church of Jesus Christ of Latter-day Saints, which instructs members not to drink alcohol.
- Non-alcoholic beer still contains a small amount of alcohol, and many members eschew it to avoid the "appearance" of breaking the faith's rules.
Fun fact: A UK brewery sells a "Lager Day Saints" non-alcoholic beer.
What's next: Alcohol-free beer is already big, but alcohol-free wine has major potential.
- Gonzalez 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: Axios Denver put together a list of the best non-alcoholic beers.