- Nonalcoholic beer is one of the fastest-growing segments in beverage alcohol, with U.S. sales projected to top $1 billion by the end of 2025 as moderation becomes a lasting cultural shift.
- Premiumization and craftsmanship drive category growth, as consumers seek quality, authenticity, and lifestyle from brands like Athletic Brewing Company, French Bloom, and Bero.
- Bero’s partnership with Aston Martin shows nonalcoholic drinks are becoming luxury items, making moderation a refined, deliberate choice akin to fine cars and design.
The Rise of Nonalcoholic Beer in Today’s Market
The nonalcoholic beer segment has unexpectedly emerged as a powerhouse in the beverage industry, notably thriving in a landscape where overall consumption is seeing a downturn. Recent data from the NIQ’s August 2025 Beverage Alcohol Report reveals that off-premise sales of nonalcoholic products soared by 22% year over year, reaching a staggering $925 million, with projections indicating that this figure will exceed $1 billion by the close of 2025. The IWSR underscores the importance of no- and low-alcohol products, terming them “a crucial growth driver for the future of U.S. beer.” This change reflects a cultural shift towards moderation that does not appear to be a fleeting trend.
Consumer Trends: Quality Over Quantity
As consumers migrate towards a preference for quality rather than quantity, premiumization emerges as a pivotal trend across both alcoholic and nonalcoholic beverages. Data from NIQ indicates that customers are willing to invest more in products that promise authenticity, craftsmanship, and value—traits that resonate with the luxury segment. Brands such as Athletic Brewing Company, French Bloom, and Bero have leveraged this trend, portraying moderation not as a limitation, but as a stylish lifestyle choice.
Bero and Aston Martin: A Unique Collaboration
Setting a noteworthy precedent, Bero, launched last year, positions itself distinctly within the premium market. With a tagline that emphasizes its London origins and American craftsmanship, Bero has successfully tapped into elite venues like Soho House and Selfridges, along with a burgeoning direct-to-consumer online footprint. Bero’s recent partnership with Aston Martin showcases how nonalcoholic beverages are evolving into luxury items, mirroring the traits of fine automobiles.
The Philosophy of Craftsmanship
Aston Martin’s history with zero-proof drinks, marked by its collaboration with Peroni Libera 0.0%, underscores the brand’s embrace of refined living beyond traditional arenas. The integration of Bero into Aston Martin events elevates the perception of nonalcoholic beverages, positioning them within the same sphere as premium experiences. Bero’s CEO, John Herman, articulated the excitement surrounding this collaboration, highlighting a collective ethos focused on craftsmanship—sharing the same appreciation for deliberate quality.
Cultural Shift Towards Intentional Living
Consumers are increasingly viewing nonalcoholic options through the lens of sophistication, akin to small-batch spirits or natural wines. The NIQ notes a pronounced shift toward products that feel intentional, where aspects such as origin, craft, and ingredient quality matter deeply. For Bero and similar brands, the aim isn’t simply to replicate beer; it’s about coexisting in a universe that honors taste, intention, and luxury.
The Future of Nonalcoholic Beverages
Reflecting an evolving landscape, nonalcoholic beverages are being embraced within fine dining and luxury resort settings just as prominently as in casual gatherings. This transformation signifies that what was once a niche market is now a symbol of intentional living and refined taste. For Bero, its collaboration with Aston Martin strongly aligns the brand with a community that appreciates craftsmanship as an essential aspect of indulgence.
