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Millennials and Non-Alcoholic Beer: Key Trends
Non-alcoholic beer is booming, driven by millennials who make up 61% of consumers in this category. The market is expected to grow from $20.5 billion in 2024 to $43.9 billion by 2034, at an annual rate of 7.9%. Millennials are prioritizing health, discovering options via social media, and embracing alcohol-free choices in social settings.
Key Points:
- Health Focus: 40% of millennials seek healthier lifestyles, with 75% actively reducing alcohol consumption.
- Social Media Influence: 35% of millennials find non-alcoholic drinks on Instagram and TikTok.
- Market Growth: Leading brands like Heineken and AB InBev are expanding alcohol-free options.
- Challenges: Price, availability, and inconsistent taste remain barriers.
The shift to wellness and mindful drinking is reshaping the beverage industry, with millennials leading the way.
Why Are Non-Alcoholic Beverages Trending?
1. How Millennials Buy and Drink
Millennials make up 61% of non-alcoholic drinkers, giving them a major role in shaping how these beverages are discovered, purchased, and enjoyed [2]. Their habits and choices are driving noticeable changes in the industry.
This generation, focused on health and deeply engaged with digital platforms, is leading the trend of mindful drinking. Platforms like Instagram and TikTok are key to this shift, as millennials are far more likely than older generations to find new beverages online [1]. This online-first behavior has pushed brands to rethink their marketing strategies.
Millennials are open to both alcoholic and non-alcoholic options, with 22% practicing dual consumption - almost double the national average [2]. Alan Miles, CEO of NCSolutions, highlights this shift:
"Younger consumers are strongly motivated to drink less alcohol than previous generations." [1]
Social settings are also adapting to this trend. Bars and events are increasingly featuring non-alcoholic choices, and brands like IMPOSSIBREW® are stepping up with options that combine traditional brewing techniques with wellness-focused ingredients.
A closer look at consumption habits shows generational differences:
| Age Group | Social Media Discovery | Dual Consumption |
|---|---|---|
| Millennials | 35% | 22% |
| Gen Xers | 22% | 15% |
| Boomers | 18% | 10% |
These changing preferences are pushing brands to rethink their approach, leading to new strategies and product innovations in the non-alcoholic beer market.
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2. Non-Alcoholic Beer Market Response
The non-alcoholic beer market is expected to grow at a 7.9% annual rate from 2024 to 2034, showcasing how the industry is shifting to meet millennial-driven demand [4]. Big players are making bold moves: AB InBev plans for 20% of its beer volume to be no- or low-alcohol by 2025 [1], and Asahi is aiming for half of its beverage sales to come from these categories within 15 years [2].
Here’s how the market is responding:
Product Innovation
Brands are crafting options that mimic the traditional beer experience while appealing to health-conscious consumers. For instance, IMPOSSIBREW® is creating beverages with low calories and gluten-free options, all while preserving the taste beer lovers expect [4].
Health-Focused Marketing
Health and wellness have become a major focus. Forty percent of millennials are drawn to health-conscious lifestyles, and 75% are actively seeking alternatives to alcohol. Additionally, 17% cite specific health-related reasons for choosing non-alcoholic beer [1]. This health-driven narrative is now central to both branding and product development.
Digital-First Engagement
Social media is playing a huge role in how brands connect with consumers. About 28% of millennials say they’ve tried drinks recommended by influencers [1]. This strategy reflects how discovery and consumption habits are evolving in the digital age.
Seasonal trends also highlight the market’s growth. For example, demand for no- and low-alcohol drinks in the UK jumped 15% during Christmas 2023 [3]. This shift suggests these beverages are no longer seen as substitutes but as mainstream choices.
While the market is showing strong progress, addressing both the advantages and challenges of non-alcoholic beer will be key to maintaining this growth.
Benefits and Limitations
The non-alcoholic beer market offers clear advantages while grappling with a few challenges in catering to millennial consumers. Here's a closer look at how the current landscape measures up:
| Aspect | Benefits | Limitations |
|---|---|---|
| Health & Wellness | - Broad availability of low-calorie options - Fits into sober-curious lifestyles - Allows socializing without alcohol |
- Lack of ingredient transparency - Inconsistent nutritional details - Taste quality varies across brands |
| Social Experience | - More options in bars and restaurants - Greater social acceptance - Improved formulations (e.g., IMPOSSIBREW's Social Blend™) |
- Limited visibility in on-premise locations - Higher price compared to regular beer - Fewer serving formats available |
| Product Innovation | - Expanding range of flavors - Gluten-free options now offered - Backed by scientific research |
- Few seasonal or limited-edition varieties - Lack of craft-style selections - Availability can be inconsistent |
The growing market is meeting millennial preferences in several ways. Health-conscious choices, like low-calorie drinks and sober-friendly options, are becoming the norm. Enhanced products, such as IMPOSSIBREW's Social Blend™, also reflect the industry's efforts to create appealing alternatives.
Strengths in the Market
Non-alcoholic beer brands have tapped into millennials' focus on health and wellness. By offering products that match their lifestyle choices, the industry has built a solid foundation of trust and interest. These efforts have helped the market gain traction, especially as consumers prioritize quality and well-being.
Challenges Holding Back Growth
Despite progress, the industry faces hurdles like limited distribution and inconsistent product quality. Scaling up production while maintaining high standards is a balancing act. Price disparities and availability gaps also pose obstacles, especially as the market is expected to grow to USD 43,926.9 million by 2034 [4].
Missing the Digital Mark
Many brands struggle to create engaging digital campaigns that resonate with millennials. This is a missed opportunity, as millennials heavily rely on online platforms to discover new products. Without a stronger digital presence, brands risk losing ground in a market that's increasingly shaped by online habits.
To keep up with millennial demands, the industry needs to tackle these challenges head-on while continuing to refine its offerings.
Conclusion
Sales of non-alcoholic beer are expected to climb from USD 20,536.0 million in 2024 to USD 43,926.9 million by 2034, with an annual growth rate of 7.9% [4].
This growth is largely driven by millennials, as 57% plan to cut back on alcohol consumption in 2025 [5]. Reflecting this trend, non-alcoholic beer purchases rose by 22% between December 2023 and November 2024 [1]. This shift highlights the increasing focus on wellness and how the industry is responding with new offerings.
Companies are already taking advantage of this momentum. For example, IMPOSSIBREW® has introduced non-alcoholic beers featuring Social Blend™ technology, providing functional alternatives to traditional drinks.
Several factors are shaping the future of this market:
| Market Driver | Current Impact | Future Outlook |
|---|---|---|
| Health Consciousness | 61% of non-alcoholic drinkers are millennials in 2024 | Wellness trends likely to sustain demand |
| Product Innovation | Growth of enhanced formulations and craft options | Expansion into new categories and experiences |
| Social Integration | Increasing acceptance in bars and events | Expected to become mainstream by 2030 |
These drivers point to a strong potential for continued growth, particularly as millennial preferences align with industry advancements.
"Younger consumers tend to participate in a wider repertoire of no/low categories, and to be more brand-loyal" [5].
Millennials and their evolving preferences are reshaping drinking habits, with new and enhanced products set to become a regular part of the market.
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What is IMPOSSIBREW®?
IMPOSSIBREW® is a pioneering non-alcoholic beer brand based in the UK that aims to create the world's most complete alcohol alternative using patent-pending technology.
Founded by Mark Wong in 2021 and working with some of the world's best professors, scientists and expert brewers, IMPOSSIBREW® specialises in expertly crafted non-alcoholic beers designed to match full ABV beers in both taste and feeling.
Product Range
IMPOSSIBREW® offers a range of enhanced non-alcoholic beers, including:
- Enhanced Lager (0.5% ABV)
- Enhanced Pale Ale (0.5% ABV)
- Limited Editions (Seasonal)
Key Benefits
The key feature that sets IMPOSSIBREW® apart is its proprietary "Social Blend™" - a combination of active botanical ingredients and nootropics using patent-pending technology* designed to recreate the relaxing effects of alcohol without the negative side effects.
Along with record-breaking quality flavour that comes from a unique process without removing alcohol.
Social Blend™ Ingredients
Developed with leading scientists in top UK universities, Social Blend™ includes:
- L-Theanine
- Ashwaghanda
- Soluble Plant Fibres
- Vitamin B1
- Various Plant Extracts.
These ingredients are chosen for their potential to boost serotonin, promote relaxation, and create a calming effect similar to the "one or two pint feeling" without hangovers.
See more details on our very own research paper, with over 1,000 participants:
- More than 70% said they felt relaxed after consuming IMPOSSIBREW®.
- 88% have reduced alcohol consumption since discovering IMPOSSIBREW®.
- 95% have told a friend about IMPOSSIBREW® after trying.
- 3/4 say that IMPOSSIBREW® is "the most complete alcohol alternative currently available on the market today".
Recognition
IMPOSSIBREW® has received several notable achievements:
- Featured on BBC's Dragons' Den
- Awarded the first and only Gold Medal in the No/Low beer category from the London Beer Competition
- Received multiple industry Gold awards in categories against Full-ABV beers
- Most followed No/Low Alcohol brand on TikTok globally.
Mission and Vision
IMPOSSIBREW® is on a mission to redefine non-alcoholic drinking by creating better-than-alcohol alternatives for those who love beer but want to avoid the health risks associated with alcohol consumption.
The company aims to become the global leading alcohol alternative brand, focusing on helping people transition to a healthier mode of relaxation without the traditional issues and side effects of alcohol.
Production and Ingredients
IMPOSSIBREW® combines traditional brewing methods with their proprietary Social Blend™ along with patent-pending technology*
The beers are made with traditional brewing ingredients such as water, malted barley, wheat, hops, and yeast, in addition to the Social Blend™ components - leveraging their unique cryogenic fermentation process, which means no alcohol is ever removed from the product - ensuring the most authentic quality taste you've come to expect.
Who is it for?
IMPOSSIBREW® caters to consumers who:
- Are busy professionals and parents who would like to unwind with a drink but don't want the hangovers.
- Enjoy the taste and relaxing experience of beer
- Are looking for healthier alternatives to alcohol, with lower calories, carbs and sugar
- Want to avoid hangovers and other negative effects of alcohol consumption
- Are interested in functional beverages with potential mood-enhancing properties
By offering a unique product that aims to replicate both the taste and feeling of alcoholic beer, IMPOSSIBREW® is positioning itself at the forefront of the growing non-alcoholic beverage market.
Get Started Today
Give it a try today with our Welcome Bundle and get 2 Free Beers with your first purchase. Get it delivered straight to your door, risk-free with our 30-day money-back guarantee.
We hope you enjoy them as much as we do and we can't wait for you to try.
*Patent pending in the UK under application number GB2415685.3
How does 'Social Blend™' work?
Social Blend™ is our proprietary alcohol alternative made from a blend of science-backed ingredients using patent-pending technology*.
Designed to replicate the sensory and social relaxing experience of drinking, minus the headaches (and bad decisions).
Developed with Dr Paul Chazot, Bioscience Professor and Chair of Pharmacology at Durham University.
Key Components and Mechanisms
- L-Theanine:
- Ashwagandha Root:
- Vitamin B1 (Thiamine):
- Various nootropic herbs:
Benefits
- Relaxation: The blend promotes a state of relaxation without the sedative effects typically associated with alcohol.
- Mental Calm: By boosting alpha brain waves and serotonin levels, it helps maintain a calm and focused mental state.
- Stress Relief: The combination of L-Theanine, Ashwagandha, and Vitamin B1 helps mitigate stress and anxiety.
- Mood Enhancement: The inclusion these ingredients and other botanicals supports mood regulation and overall positive outlook.
IMPOSSIBREW®'s Social Blend™ is a carefully crafted combination of nootropic and adaptogenic ingredients designed to offer a relaxing and mood-enhancing experience without the drawbacks of alcohol. It leverages the natural properties of its components to promote relaxation, reduce stress, and enhance mood, making it a unique alternative to traditional alcoholic beverages.
(Read our latest research paper here)
*Patent pending in the UK under application number GB2415685.3
Do you ship overseas?
We ship to the UK Mainland for free when you spend over £35
We aim to expand internationally soon - stay tuned!
If you have any queries, feel free to email: hello(@)impossibrew.co.uk
How long will it take to get my orders?
For UK mainland deliveries, normal orders processed here will take 1-3 business days to arrive, with an optional upgrade to Next Day Delivery available (12pm cut-off).
Delivery details will be provided in your confirmation email.
How is 0.5% ABV alcohol-free?
Yes, we know it's confusing. Isn't 0.5% ABV still alcoholic? Officially, 0.5% ABV is classified as Dealcoholised.
- In fact, most things we consume daily have more than 0.5% ABV
- Burger Rolls - 1.2% ABV
- Orange Juice - 0.5% ABV
- Ripe Banana - 0.5% ABV
After more than 2 years of research, we've found that the 0.5% ABV from our natural brewing process significantly increases both flavour and mouthfeel - without spiking your blood alcohol level (BAC).
Is it really gluten-free?
Yes, IMPOSSIBREW® Enhanced Lager is gluten-free. Even though it contains wheat and barley, our beers have been third-party tested to contain less than 10 parts per million (PPM) of gluten, which meets the criteria to be listed as, and labeled gluten-free.
Does it have alcohol tax?
No. While it is true that our beers don't contain alcohol, and thus don't incur UK alcohol duty, we'd like to highlight some factors here that might be helpful in reflecting the value we provide.
- One-to-One Brewing Process: At IMPOSSIBREW, we take pride in our unique brewing techniques. Unlike other non-alcoholic beers, our products are never diluted, watered-down, or have their alcohol content removed - and some even dilute their alcoholic beers up to 5x. This means that our brewing process involves the same level of craftsmanship, time, and resources as a traditional craft beer, resulting in comparable production costs.
- Effective Nootropics: In our commitment to creating the most relaxing non-alcoholic beers, we utilise only the highest quality nootropics as our active ingredients, in safe and effectives dosages. At current alcohol tax rates for a 5% ABV beer, the cost of our nootropics more than double that. Instead of contributing the amounts as tax, why not have it contribute to the product quality itself?
- Small Scale Brewing: Currently, we operate on a smaller scale, which makes us less competitive than large, commercial brewers (often +10,000x our brewing size). As a growing business, we are passionate about our mission to create unique, high-quality non-alcoholic experiences, and we truly appreciate your support. As we continue to grow and expand our production capabilities, we look forward to passing on even more savings to our valued community!
At IMPOSSIBREW, we prioritise offering our customers an enhanced, premium, non-alcoholic beer experience by combining innovative brewing techniques, quality active nootropic ingredients, and award-winning taste. While our pricing may differ from other non-alcoholic competitors, we believe that the value proposition and unique experience our beers provide are well worth it.
At the end of the day, tasting is believing. So give it a try and let us know what you think - risk-free with our IMPOSSIBREW® Guarantee.
Who shouldn't drink IMPOSSIBREW®?
It is not recommended for pregnant or breastfeeding women, those with certain medical conditions like GI disorders or hypertension, or individuals taking specific medications such as antidepressants or blood thinners. If you fall into any of these categories, it's best to consult with your doctor first.
Ashwagandha can lead to overstimulation (i.e. restlessness) if taken alongside thyroid medication.
What is your philosophy?
For thousands of years, we had only one way to unwind together. One way to let our guards down. One way to bridge the gap between who we are and who we are with others.
Not because it was perfect. But because it was all we had.
We decided that wasn't good enough.
We exist because we believe in a world where social connection doesn't demand compromise.
Where being present with others doesn't mean being absent from yourself. Where letting go doesn't mean losing control.This isn't about removing alcohol. This is about something better.
Our Social Blend™ technology isn't an accident. It's the result of questioning everything we thought we knew about social drinking. About working with scientists to understand what we're really seeking in these moments of connection. About daring to imagine something that wasn't possible before.
We believe the greatest innovations don't just solve problems - they change how we live. They make us question why we ever settled for less.
That's what we're building. Not just a drink, but a new way forward. A future where social connection comes without compromise. Where tradition meets innovation. Where science meets ritual.
This is the future of social drinking.
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