Americans are drinking more during the coronavirus outbreak, and alcohol is not the only thing filling their glasses. From beer to gin, they are turning to different varieties of nonalcoholic beverages while many are stuck at home during lockdowns and quarantines.
According to Nielsen, nonalcoholic beer sales went up 44% in the U.S. in May compared to last year. This change may indicate that the initial rise in alcohol consumption during the outbreak was temporary, and some people are now using nonalcoholic beverages to control their drinking at home. Other data from Nielsen confirms the trend by showing that some consumers are returning to pre-coronavirus shopping habits and buying less alcohol.
It is important to note that the popularity of nonalcoholic drinks is not limited to a single generation. Whether they are baby boomers or millennials, consumers of all ages are changing some of their drinking habits.
“The question of who drinks nonalcoholic beverages strikes right at the heart of an assumption we made in our early days that has since been turned upside down in an incredible way. Initially we thought millennials were going to be the core of the sober and sober curious movements demanding proper tasting adult beverages. However, as we have come to learn, people of every generation are interested in avoiding alcohol,” Chris Boyd, co-founder and CEO of Monday Gin, a nonalcoholic gin, said.
Boyd explains they have subscribers and customers purchasing Monday Gin who span ages 18 to 87 with similar stories about refusing to choose between good health and great taste.
“Despite all that is happening in the world today, there is really no better time to be alive if you are an alcohol avoider seeking a proper adult drink. Options beyond sugary soda and water abound, and we see this space picking up steam and serving the growing amounts of sober and sober curious drinkers demanding better beverages. As an avid drinks fan myself, I am not only excited for the new offerings Monday has on deck, but what other entrepreneurs in the space bring for us all to enjoy,” Boyd said.
Nonalcoholic drinks are getting a bigger spotlight thanks to the growth of dry January and large companies creating more options for those who wish to avoid alcohol. From Heineken to Anheuser-Busch, manufacturers are realizing that there is a new consumer target for them to pursue, so they are making more nonalcoholic drinks.