New Poll Discovers Beer Dominated Dry January


More than half (58%) of Americans who participated in Dry January chose low- and no-alcohol beer to help them achieve their goals, according to a recent poll conducted by Morning Consult and commissioned by the Beer Institute. Significant investment by brewers across the country has led to new innovations in low- and no-alcohol beer, providing beer lovers with exciting new choices.

“As many Americans increase their focus on moderate consumption, a growing majority of them are using low- and no-alcohol beer to help them hit their goals,” said Brian Crawford, president and CEO of the Beer Institute, in a news release. “Brewers are committed to meeting this demand, and as the beverage of moderation, beer’s dominance in the low- and no-alcohol space reflects decades of investment by brewers and an industry commitment to encourage responsible consumption. The beer industry is enabling consumers to enjoy their favorite beers without sacrificing quality.”

Low- and No-Alcohol Beer is a Good Alternative

The survey also found:

  • Of those who participated in Dry January, 58% feel that new options like low- and no-alcohol beer help them moderate their consumption.
  • Further, 58% say that low- and no-alcohol beer is a good alternative for people who are looking to moderate their alcohol consumption long-term.
  • 55% say that the quality of non-alcoholic beer has improved over the past few years.

According to NIQ, beer makes up 86% of all no-alcohol beverage dollar share in the U.S. The zero proof drink market now exceeds half a billion dollars a year, up 31% in the past year, the survey states. Almost all major beer brands are now producing no-alcohol beers, including Anheuser-Busch, Molson Coors, Constellation, HEINEKEN and Sam Adams.

Athletic Brewing, which exclusively brews no-alcohol beer, has become the 14th largest craft brewer in the U.S, according to the survey.


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