Non-alcoholic beer sales on the rise in San Francisco
Add Axios as your preferred source to
see more of our stories on Google.
Many San Franciscans are living the "damp" or "dry" lifestyle, as sales of non-alcoholic beer are on the rise.
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.
By the numbers: In San Francisco, non-alcoholic beer sales came in at $1.2 million in the first four weeks of January, up from $329,000 in January 2020, according to NIQ, which tracks buying behavior.
- Although alcoholic beer sales are fairly flat, non-alcoholic beer sales are on the rise in the U.S.
- Over the same period nationally, sales of NA beers hit $42.7 million in January, up from just $13.5 million.
Zoom in: A major California-based non-alcoholic beer brand is driving the trend: Athletic Brewing Company.
- Whole Foods Market now sells more non-alcoholic Athletic beer nationally than any other brand of beer — with or without alcohol, The Wall Street Journal reports.
State of play: The search term "Dry February" is being Googled more than ever in the U.S., with search interest this month 30% higher than last February, according to Google Trends' Katie Seaton.
- Meanwhile, only 62% of adults under 35 say they drink, down from 72% two decades ago, according to the latest Gallup data.
What's next: If you're curious about exploring non-alcoholic drinks, consider checking out sober social lounge Ocean Beach Cafe in the Outer Richmond or alcohol-free retailer Boisson in Hayes Valley.