DENVER — The landscape of the beer aisle is changing significantly as non-alcoholic beer grows in popularity around the world amid shifting consumer preferences and growing health awareness.
Non-alcoholic beer is expected to become the second-largest beer category globally by 2024, behind only lager, according to a new report from International Wine & Spirits Record (IWSR). Industry insiders in Denver say the trend is evident in local sales data.
At Wine Dispensary, a liquor store in Denver’s LoDo neighborhood, the shift is clear. Despite its name, the store offers a wide selection, including a growing selection of non-alcoholic beverages.
“There’s a clear trend toward reducing alcohol consumption,” said Jennifer Maglieri, co-owner of Wine Dispensary.
The store’s gradual expansion of its non-alcoholic beer selection reflects a broader trend in the beverage industry.
“We dedicate a large portion of our beer program to non-alcoholic beverages,” Maglieri explained.
Growth in non-alcoholic beverage sales began accelerating as early as 2019. IWSR’s report notes that Generation Z consumes less alcohol than previous generations at the same age, often due to health concerns.
Maglieri cites two recent studies from 2024 that show no health benefits for moderate drinking. In addition, the growing popularity of cannabis has further changed consumer behavior.
“More people now consider themselves cannabis users rather than drinkers,” she said.
To meet demand, Wine Dispensary offers a selection of non-alcoholic beers from local breweries and out-of-state producers. Quality remains a priority.
“Customers expect the same high-quality experience from non-alcoholic beer,” Maglieri added.
While the store also sells non-alcoholic spirits and wine, those categories have not yet reached the same level of popularity as non-alcoholic beer. Still, Maglieri expects sales to continue to grow.
“This is a strong and expanding category for us,” she said.
The continued shift in consumer habits is a sign of a broader redefinition of the alcohol industry, which is increasingly influenced by health awareness and lifestyle choices.
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