The Netherlands: Alcohol-free beer becoming increasingly popular in the Netherlands

Non-alcoholic beer is on the rise and is being ordered more often in Dutch bars and restaurants. The trend to consume more non-alcoholic drinks is due to the widespread healthy lifestyle. In addition, alcohol-free beer has evolved in taste and production in recent years, the Telegraaf reports.

Alcohol-free beer is becoming increasingly popular in the Netherlands. According to Meint Waterlander, director of the Dutch Brewers trade association, one in 14 beers sold in Dutch pubs and supermarkets is currently a non-alcoholic beer. This is set to increase significantly in the future. "By 2030, it should be one in 10," Waterlander told the Telegraaf. This growth is due to the arrangement with the Cabinet, which has agreed to subsidize the sale of non-alcoholic beer.

Even though the demand for non-alcoholic beer is growing on the market, there was a first-time decline of 2.1% in early 2024. This was caused by the government's increased excise tax by almost 200%. "Consumers saw the price increase as a consequence, which led to a drop in sales," explains Waterlander.

However, this is only a temporary phase, the director says. Waterlander is convinced that non-alcoholic beers are on the rise. Times have changed, and the younger generation opts for non-alcoholic beer because they want a healthier life. Therefore, non-alcoholic beer is widely accepted by young people, he says.

Non-alcoholic beer has undergone a transformation in recent years, from the ugly duckling to the swan among non-alcoholic drinks. According to Waterlander, the quality of non-alcoholic beer has increased significantly, and the range on supermarket shelves has also multiplied. In addition to alcohol-free lager, more and more alcohol-free beer specialties are being added, from Blonde to Triple.

Jason Warner, CEO Europe of AB InBev, says that alcohol-free beer has a strong growth market in which Europe is leading. For instance, the Mexican beer Corona Cero is surprisingly a best-seller. "It is the fastest growing non-alcoholic beer in the world," Warner told the newspaper. However, the company is also investing significantly to have a strong product on the market.

However, the improved quality of non-alcoholic beer is also associated with millions of dollars in investments. For example, the world's largest brewery chain, AB InBev, has invested tens of millions in technology to remove alcohol from beer. Instead of stopping the fermentation of the beer just before the alcohol is formed, new technologies extract the alcohol from the end product. This process is what makes the improved taste possible in the first place.

Waterlander explains that you no longer have to give up an alcohol-free beer for the taste: "The taste is very close to the version with alcohol," he told the newspaper. Yet he does not believe in a future in which non-alcoholic sales will surpass those of the original brews. "Alcohol always has a slightly different effect on people. Sometimes you need that for a fun evening," he said.

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