In early 2025, a Beer Institute survey revealed that 60% of Americans view non-alcoholic beer as a viable alternative for long-term sobriety.
But what about just one month?
The reasons for this vary from person to person, but for many of us, it’s been a dry start to January.
Some people view the 30-day period as an addiction test to determine how dependent they are on alcohol to relax. Some people tie it into their overall health or weight loss plans for the new year. Some participants see it as a reset after weeks of decadent vacations, while others may be dipping their toes into the idea of permanent sobriety without much attention from their peer group.
In fact, overall drinking decreased in all 12 months.
Americans’ alcohol consumption is at a record low, according to an August 2025 Gallup poll. Gallup has been tracking the nation’s drinking behavior since 1939.
Talking to local hospitality experts reveals that. And while many believe that Gen Z’s reduced drinking habits are a major culprit, their reduced drinking habits and interest in other intoxicants (primarily marijuana, now legal as a recreational drug in nearly half of the country) are unlikely to be the driving force behind growth in the non-alcoholic beer sector.
“I think there’s a lot of reasons why it’s popular,” says Jason Campbell, executive chef at Team Market Group, who along with colleague Nick Greco oversees 10 different venues in the company’s portfolio. “We’re seeing an increase in medical marijuana use (in Florida), but I also think people are becoming a little more responsible.”
Most Team Market Group menus have non-alcoholic beers, but places like Primrose Lanes (where bowling and burgers are popular Third B for beer) and Nouri’s Tavern, where izakaya pizza and beer go hand in hand, are a little more interesting, he says.
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“Dry January brings warmer temperatures,” says Campbell, whose brands include Stella Artois 0.0 and Heineken 0.0.
Vineyard Wine Company in Lake Mary stocks several NA options, and their popularity is steadily increasing, according to bartender Big Rick.
“I regularly buy Odoulz, Michelob Ultra Zero and Peroni (Nastro Azzurro) 0.0%,” he says.
He points out that sometimes regular beer drinkers switch beers overnight.
“Some people want to have fun, but don’t want to overdo it,” he explains. “They drink the Mexican lager we carry, then move on to a non-alcoholic beer. Then they can hang out at the bar a little longer, grab a bite to eat with friends, enjoy a fun night out, and then drive safely home.”
Please note that not all non-alcoholic beers are alcohol-free. And that can be confusing. US regulations allow the use of “non-alcoholic” claims up to 0.5% alcohol by volume (ABV). As mentioned above, if the percentage is low, it will be indicated on the label or can.
As Rick suggests, lagers like Corona work well at imitating the crisp, light body of the real thing. A scoop of lime in the bottle completes the picture, but experts say there’s a psychology involved that helps Dry January attendees feel like it’s just a normal night out.
“I think that’s why brands like Liquid Death have become really popular,” Rick theorizes. “If you pick up a can and drink it like nothing happened, people won’t think anything of it.”
I’ll admit that having that bottle during my own Dry January run last year made a difference. We tried several non-alcoholic beers, including Stella Artois, Heineken 0.0, and the German brand Bitburger 0.0. My favorite is Samuel Adams’ Just the Haze IPA, which has less than 0.5% alcohol.
But recently, I’ve been dabbling in products from Athletic Brewing Company, the nation’s largest specialty non-alcoholic beer maker. This is something I never thought I would write. Not because I was interested in sampling, but because I never imagined that a brewer would create a whole line of flavors, from Autumn Brown to Tropical Sour, all under 0.5.
“It’s a great product,” says Rick. “We also make cocktail-inspired beers.
Paloma and Moscow “Mule” are among them.
Having dabbled with Athletic’s Run Wild IPA, as the month progresses I’ll be looking for others to sample in case I’m craving the “ordinary” of happy hour.
One hospitality professional, a hotel bartender, recalled a time during a convention when a patron asked her to pour him a glass of non-alcoholic beer.
“He still wanted to hang out and network, but he didn’t want to drink anymore,” she explained. “Without the label, he blended in.”
Campbell says it means a lot and she’s glad it’s being offered at her location and elsewhere.
“This is a safe haven,” he says. “Sobriety is important even if it’s not Dry January.[Sobriety]is a challenge for many people, and non-alcoholic beer can be a stepping stone to greater sobriety.”
Campbell reports that bar sales can go down depending on the location, but food often goes up.
“If people are refraining from drinking, there might be another plate on the table.”
Find me on Facebook, TikTok, Twitter, Instagram @amydroo or the OSFoodie Instagram account @orlando.foodie. Email: amthompson@orlandosentinel.com, and for more foodie fun, join our Let’s Eat, Orlando Facebook group.
