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2025 could be the year of the sober super bowl.
With the championship game between Kansas City bosses and Philadelphia Eagles around the corner, Nielseniq (NIQ) informs that sales of liquor, beer and non -alcoholic wine have increased 26 percent in the United States the year the year past, reaching $ 800 million.
Non -alcoholic beer represented 84 percent of all sales with the elaboration of sports beer, Bud Zero and Heineken 0.0, being the three main brands loved by without alcohol. Heineken 0.0 was presented in the first commercial of the non -alcoholic beverage brand during the Super Bowl 2023. This year, Michelob Ultra Zero will debut during commercial breaks.
Amid the increase in alcohol -free consumption, alcohol sales in the US. They no longer consume alcohol. This was the highest percentage recorded in 25 years.
When leaving the Covid-19 pandemic, alcohol consumption was in a maximum, and 67 percent of people said they occasionally drink alcohol in 2022, compared to 60 percent in 2021.
Niq attributed the increase in non -alcoholic sales to an emerging trend of “conscious alcohol consumption” in the country. To be a “conscious drinker”, he must be aware of how much alcohol consumes and when he can consume too much.
“Consumers have opted for a moderation mentality, where they may have consumed excessively to their liking during the period at home during Covid, and when they left that, they were a little more focused on health and well -being,” Kaleight said Niq's theoulult.
Other popular welfare fashions with an approach in minimizing alcohol intake and general health, specifically after vacations, are “dry January” and “75 hards.” Dry Jank is a challenge designed to give your body a restart to refrain from alcohol consumption that month. 75-Hard, on the other hand, is a program that includes a strict daily training regime, as well as diet modifications and reading requirements.
Surprisingly, generation Z does not seem to be one of the driving generations behind the alcohol free movement. NiQ found that the generation of 21 -year -old individuals and more than being the “growing cohort in the purchase of alcohol.”
“The Z generation emerged as a key player, influencing trends in consumption and premiumization,” says the trends report.
That said, Tom Holland, a 28 -year -old Z Gen star, is defending the non -alcoholic beverage with a new brand of alcohol without alcohol called Bero.
The idea of the Spider-Man leader for his company was perceived in the middle of his dry January in 2022, a moment that inspired his sobriety during the last three years.
“It was definitely addicted to alcohol. [I’m] Not shunned at all, ”Holland confessed in the Jay Shetty Podcastpointing out how he had originally planned to extend only dry January until his June birthday.
“Many low and non -alcoholic beers simply do not give in the target, and that is where Bero enters,” said Holland. “We want people to feel good when drinking in moderation without missing anything fun. We focus on using top -level ingredients and our beer teacher and their team have worked so hard to make beer that I am so proud and master. ”
