The Netherlands: Dutch market seeing a boom in alcohol-free beer sales

The Netherlands is seeing a boom in alcohol-free beer sales, with one in twelve beers sold in supermarkets now boasting 0.0% alcohol, Euro Weekly News reported on January 14.

As consumers increasingly opt for healthier lifestyles, this trend is reshaping the country’s beer market, according to data from Circana.

Leading the charge is Van de Streek Bier, a brewery based in Utrecht. Founded by brothers Ronald and Sander van de Streek, what began as a hobby in their kitchen over a decade ago has transformed into a thriving business. Today, their brewery produces around 900 litres of beer every hour, with more than 60% of it being alcohol-free.

Van de Streek even claims the title of creating the first Dutch alcohol-free IPA, a hoppy English-style beer. “Even though the sugar tax made non-alcoholic beers more expensive last year, sales have still increased,” Ronald explains.

The Dutch Brewers’ association reports a steady rise in alcohol-free beer sales, which accounted for 7% of the market in 2023, up from 5.8% in 2019. By 2030, they aim to see this figure hit 10%.

Meint Waterlanden from the association attributes the shift to two factors: improved taste and a growing focus on health. “The quality of alcohol-free beer has significantly improved in recent years. It fits well with a balanced lifestyle, as people are paying closer attention to what they eat and drink,” he says.

Younger generations are also embracing alcohol-free options. In Eindhoven, student associations signed a pledge last year to combat alcohol abuse, highlighting 0.0% beer as a great alternative.

Eindhoven student Silke Smit reflects this changing attitude: “No one expects alcohol to disappear completely, and nor should it. But it’s important to normalise choosing not to drink. If someone orders a non-alcoholic beer at the pub, that should be perfectly okay.”

With breweries innovating and social norms evolving, alcohol-free beer is no longer just a passing trend—it’s becoming a staple in Dutch beer culture.

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