Most of Gen Z is still pretty young, but some of them are becoming old enough to drink alcoholic beverages (in the US). The trend towards healthier living and alternative beverage options certainly started with younger millennials and is definitely keeping up with the next generation.
There have been countless articles written on the matter with extensive data from Europe, the US and even Asia. I’m not going to rehash what has already been said. The data speaks for itself. The alcoholic beverage/beer scene is changing. It started with the rise of seltzers, ciders, etc. We are now entering a new era in (craft) beer history (and going back to our non-alcoholic/low alcohol roots).
But as the demand is changing so is the offer. Every year, I take a short (or long) break from drinking alcohol (namely beer). It’s the perfect opportunity for me to try non-alcoholic and alcohol-free (AFNA) beverages that I would otherwise not know anything about. After GABF, I felt it was time for said break. I tasted quite a few AFNA beers at the festival mainly to research options to bring into the taproom I manage. I was pleasantly surprised to see that the AFNA selection has considerably expanded in just a few years.
Just three years ago, I remember dreading my yearly hiatus because of the lack of options. This year felt different. I was able to truly embrace it. Beer is my passion, and I wanted to combine by break with a little eduction. First, I visited local liquor stores and purchased a variety of AFNA beers. Then, I took the brand-new AFicioNAdo™ certification to further my knowledge of AFNA beer. The best way I can describe the AFicioNAdo™ certification is by comparing it to the Cicerone® Certified Beer Server certification (Level 1 Cicerone®). It’s not comprehensive by any means, and the study material needs work, BUT I learned a ton about the AFNA brewing process. I always thought that AFNA beer could really only be made by big breweries (or AFNA-dedicated breweries) because of the prohibitive cost, but it turns out there are many ways to make AFNA beer. Some are expensive; some are cumbersome. But in the end, there are options. I’m so glad I partook in the program.
From a taproom manager perspective, I had to understand. Working in the taproom is eye opening. A few weeks ago, my brewery hosted two private events, back to back, in the same day. The first one was mostly comprised of 30 and 40-something folks, who all enjoyed our wonderful beers. The second one was a totally different demographic: mid- to late 20s (some early 30s). These guys literally wiped us out of NA cans! My coworker and I couldn’t believe it. And frankly it got me a little worried for the future of craft beer. Is Gen Z X-ing beer? Not necessarily. They are looking for NA options. With ~10,000 craft breweries it the US (and countless more across the world), it’s time to adapt and get with the program!
The rhetoric among the 40+-year-olds is usually, “If I’m going to drink those calories, it may as well have alcohol in it,” or “NA beers just don’t taste the same,” etc. It got me thinking. Those may be valid arguments, but I think AFNA beers are a craft in their own right. If you go into it comparing it to “regular” beer, you will (most likely) be disappointed though the AFNA segment has made incredible strides. Some of them (mostly lagers. IPAs still have a ways to go… in my book) could even fool you. It’s the party without the buzz. The younger generations don’t seem to need the alcohol buzz to feel included at a party. That’s not to say that they do not, for example, smoke more weed, etc. I’m solely talking about alcoholic beer vs. AFNA beer; I’m not saying that younger generations don’t have other ways to make themselves feel “different.” I have come to appreciate AFNA beers as part of the beer selection and not just an option for when I’m taking a break from drinking!
A few years ago, I wrote a somewhat similar blogpost highlighting some of the beers that I’d had during my break. I’ll do the same this time just for comparison’s sake, naming a few of my personal favorites: Grüvi‘s Golden, Athletic Brewing‘s Upside Dawn Golden and Wit’s Peak Witbier, Guiness’ 0, Industrial Arts Brewing‘s Safety Glasses Pils. I haven’t quite yet found an AFNA IPA that I enjoy as much as a “regular” IPA. I’m open to suggestions.
Pictures of my near beer adventures:
A BELGIAN'S BEER DIARY 