For many of us, our preferred pairing with pizza is almost always beer. There is something about the malty taste of the beer, which when combined with pizza, makes a mouth-watering combination. This combination has, in fact, been popularized over generations and is widely considered to be the go-to meal for both parties and casual hangouts. However, a shift is taking place in the drinking habits of people, especially millennials, who are moving towards a healthier lifestyle for various reasons. Many millennials are drinking moderately and are consuming significantly less alcohol as compared to previous generations. As a result of this growing trend, the popularity of non-alcoholic beer has also grown multi-fold.
This surge in NA beer consumption is not a passing trend either. It has been found that the non-alcoholic drinks industry has been booming and is showing no signs of losing momentum. To cater to the growing demand for non-alcoholic beers, many industry leaders are allocating almost 30% of their marketing budget to these NA beers.
It’s amply evident that the world is undergoing a sobriety revolution, and the beer industry is taking note of that. The beer market has come up with a wide range of options for non-alcoholic beers, from the original barley malt NA beer to flavored ones like blueberry, mint, ginger, peach, and more. All these beers taste markedly different, with the flavored ones being a little sweeter and the regular blondes and dark brews tasting more like the original alcoholic beers. The projected rise in the consumption of non-alcoholic beer in the world is mostly due to the increasing importance of well-being and health among millennials. In this article, we explore why.
Millennials are Drinking Lesser Alcohol
Most of us were introduced to the world of alcohol in social situations. However, there is a shift in the world today as people are more accepting of individual preferences. This has eased some of the social pressures around drinking. Many millennials and Gen Zers don’t prefer to drink during the week. That does not mean that they are any less social. They believe in leading a life that is not controlled by alcohol. They understand the impact of regular alcohol consumption on physical and mental health. Thus, many people from these generations are open to non-alcoholic alternatives.
There are basically 3 types of beers that exist in the market today:
- Beer with an alcohol content of 1.2% or higher.
- Beer with a low alcohol content (less than 1.2% ABV).
- De-alcoholized or Non-Alcoholic Beer—contains no more than 0.5% ABV.
Until some years back, non-alcoholic beers were being marketed as a substitute for regular beer. However, with a greater number of millennials choosing to opt for a healthier lifestyle, non-alcoholic beers are no longer considered a substitute, but an upgrade. It’s clear that perceptions around alcohol have changed. Many individuals, especially the younger generations, are making conscious decisions to forego alcohol for health reasons. They are choosing to go with non-alcoholic beers. However, compromising on good quality and taste is not an option. As a result, many great non-alcoholic beers have flooded the market.
With non-alcoholic beers becoming increasingly popular, the mainstream lager market is experiencing a significant drop in sales. Non-alcoholic beer sales, on the other hand, have increased by nearly 20% in the last five years. The surge in sales is not just limited to non-alcoholic beers. The whole non-alcoholic beverage market is expected to grow enormously in the coming years.
Why are Millennials Shifting to Non-Alcoholic Beers?
Increasing number of millennials are shifting to non-alcoholic beer because of personal preferences, driving responsibilities, and numerous health benefits. In fact, there is a lot of evidence supporting the health benefits of lesser alcohol consumption. Here are some of the major benefits of drinking non-alcoholic beer, which explains why many millennials are shifting to NA beer –
1. NA Beer for rehydrating the body
Many people prefer to go for a beer after exercise. However, the problem with drinking alcoholic beer after exercise is that it has a diuretic effect, which can make one feel dehydrated. Drinking non-alcoholic beer, on the other hand, can help in rehydrating your body after exercise. This is because beers with less than 2% alcohol by volume (ABV) do not increase the output of urine. In fact, they help with fluid balance.
2. NA Beer for promoting recovery after exercise
Did you know that non-alcoholic beer can be a great drink after playing any physical sport? It has been found that the sodium content in the NA beer can help in recovery after exercise. Besides this, carbohydrates and fluids help the body in recuperating better after exercise.
3. NA Beer for improving cardiovascular health
Studies have shown that drinking non-alcoholic beer can also improve your cardiovascular health. It is known to reduce inflammation, blood pressure, and homocysteine levels. A study was done on men (aged 55 to 75), which showed that the participants who drank beer had an increased level of progenitor cells. These cells are responsible for repairing and maintaining the endothelial walls of the blood vessels.
4. NA beer for lowering the risk of osteoporosis
Non-alcoholic beers containing high levels of hops and malted barley help in reducing the risk of osteoporosis. This is because a component of these beers, known as silicon, helps in increasing mineral density in the bones.
5. NA Beer for Improving Copper Metabolism
Did you know that deficiency of copper in your body can lead to anemia, joint pain, and weak bones, among other health issues? Non-alcoholic beer is known to contain certain elements that help in increasing copper metabolism, thereby reducing the risk of copper deficiency.
6. NA Beer for Promoting Better Sleep
A key ingredient in non-alcoholic beer is hops, which are usually added to give a distinct flavor to the beer, and they also help with preservation. However, not many people know that myrcenol and xanthohumol (found in hops) tend to have a sedative effect on people. This means that drinking non-alcoholic beer can also help in improving sleep patterns.
Beers containing low or no alcohol have existed for years, however, most of them used to taste flat. With improvements in brewing technology, however, a lot of great non-alcoholic beers have come out in recent years. And with the added health benefits offered by these beers, it’s not a wonder why many millennials are shifting to NA beers. If you want to check out some non-alcoholic beers yourself, head on to Better Rhodes today!