Feb 26, 2024 - News

Tampa Bay's non-alcoholic beer sales climbed again for "Dry January"

Data: NIQ; Chart: Axios Visuals

"Dry January" has moved into February and beyond.

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

Zoom in: Non-alcoholic beer sales in the first four weeks of January have grown consistently in Tampa Bay, from around $549,000 in 2020 to $1.2 million this year.

The big picture: Nationally, sales have gone from $13.5 million in 2020 to $42.7 million in 2024.

State of play: It's not just soda water and juice anymore — alcohol-free options have gotten much more complex.

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.
  • "So it's actually, in many cases, more expensive to produce non-alcoholic beverages than alcoholic beverages," says Brianda Gonzalez, owner of alcohol-free store The New Bar.

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