Brewbound Insiders are digging into the latest non-alcoholic beverage trends, with the arrow continuing to point up for the category as Dry January approaches.

Insiders are also: 

• Diving into Dry January’s impact in the on-premise;
• Reading about how National Cider Month improved the segment’s trends;
• Seeing which Midwest craft brewery has launched a podcast;
• Checking out Talea Beer’s fourth New York taproom;
• And getting a peek at the 2024 release calendar from a popular Northeast brewery.

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As another Dry January approaches, the non-alcoholic (NA) category has posted “its largest year of absolute dollar growth in five years,” Adult Non-Alcoholic Beverage Association (ANBA) CEO Marcos Salazar shared during the trade association’s webinar earlier this month. 

NA offerings have generated $510 million in sales during the rolling 52-week period ending July 29 in NIQ-tracked scan data, Salazar added. The increase amounts to $121.2 million in year-over-year (YoY) growth (+31.2%).

Citing NIQ data, Salazar noted that 94% of NA buyers are still drinking alcoholic beverages. He noted that the number was 80% in 2022. 

Brewbound Insiders can go deeper into the NA beer opportunity on draft, the increase in the number of young people who have never had bev-alc, and expectations for 2024.

In October, cider grew its share of beer dollars in Circana-tracked off-premise channels +0.25% month-over-month (MoM) – an improvement over the segment’s typical fall seasonal declines. 

The trend change is primarily due to the efforts of National Cider Month, according to leadership at Schilling Cider. 

Schilling co-founder and CEO Colin Schilling, CCO Eric Phillips and EVP of marketing Rachel Thomas joined the Brewbound Podcast during National Cider Month to discuss the campaign. Brewbound caught up with the team a month later to see how National Cider Month performed and how their efforts are showing up in the numbers.

Insiders can read more, including data on how Schilling and other cideries fared during and after National Cider Month, and how retailers and wholesalers are responding.