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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