Sober Sips: How Gen Z is Brewing a New Beer Culture

Hollywood celebrities investing more into launching their brands have made them look like true business enigmas. Every time, they follow trend after trend. The rise of non-alcoholic beer brands is taking a center position, just like skincare and makeup brands.  

Have you seen pictures of Spiderman and Zendaya with Bero? Yes, Bero is one of the new non-alcoholic beers in the market launched by a Hollywood A-lister. Before him, several celebrities launched their non-alcoholic beer and related products, such as Bella Hadid, Blake Lively, Katy Perry, etc.  

So, what exactly fuels the upward trajectory of non-alcoholic beer brands in terms of launching, consumption, promotion, and revenue? Most of these celebrities have a similar factor—they are big names among the Gen Z crowd.  

We are diving deep into this brewing market to explore how and why non-alcoholic beers have witnessed such expansion. 

Gen Z goes sober. Why?

Mindful drinking perfectly describes Gen Z’s evolving relationship with alcohol. While the previous generations may have embraced the boozy culture, Gen Z is paving the way for a new trend: mindful drinking. This younger cohort isn’t just saying “cheers”; they’re asking, “Is this drink worth it?” 

So, what exactly is mindful drinking? It’s about focusing on quality, taste, and values rather than guzzling whatever’s on tap. Gen Z, now stepping into the legal drinking age, is swapping shots for sips that reflect their lifestyle choices, and it’s no coincidence. There’s a few key reasons why Gen-z is leaning sober.

• Social Awareness: Gen Z is deeply attuned to the ripple effects of their choices. They prioritize mental and social well-being and are cautious about alcohol’s negative impact on health and relationships.
• Cultural Shifts: Studies reveal this generation’s drinking habits lean heavily toward moderation—or complete abstinence. An NCSolutions Analysis reported that 53% of Gen Zer’s plan to reduce alcohol consumption in 2024, a massive leap year over year.
• Taste and Trends: Forget the bitter burn of liquor; this crowd is all about flavors that excite the palate. Non-alcoholic beer brands have cleverly positioned themselves as the fun, flavorful, Gram worthy alternative ideally suited to the Gen Z aesthetic.
• Family Dynamics: From TikTok trends promoting sobriety to witnessing the impact of alcohol misuse at home, Gen Z is learning fast and making more intelligent choices. 

Non-alcoholic and No-Low alcohol brands are poised to dominate

With Gen Z continuing to embrace moderation, the stage is set for non-alcoholic and NoLow alcohol brands claim a bigger slice of the beverage market. But these savvy, mindful drinkers want more than just a substitute for traditional booze—they crave an experience. They’re not settling for a bland sip; they demand quality, taste, and that elusive feel-good factor with every drink. 

Gen Z’s behavior is undeniably shaped by their constant interaction with digital screens. From viral TikToks to Instagram reels, the Internet doesn’t just inform their choices—it dictates them. 

Tom Holland, Gen Z’s beloved Spiderman, is posting himself sipping a non-alcoholic beer in a TikTok video. What happens next? A frenzy of orders, of course. When their favorite celebrities or influencers endorse a brand, it’s practically a stamp of approval for this generation. 

Social media is the ultimate sober promotional playground

Non-alcoholic beer brands are tapping into this dynamic by blending star power with targeted digital campaigns. TikTok and Instagram, in particular, have become launchpads for NoLow products, thanks to their ability to deliver quick, impactful messages directly to Gen Z’s screens. 

For brands, it’s simple math: 

Celebrity Appeal + Social Media Buzz = Consumer Goldmine 

A set of new marketing strategies is a must to push the sober drinks and NoLow alcohol brands in the market

The rise of non-alcoholic beer and NoLow alcohol brands drives Gen Z consumers toward these options. Still, additional strategies exist to capitalize on the current alcoholic beverage market. 

First, focus on product innovation and creating popular internet campaigns that attract your brand’s eyeballs and foot traffic. Have we talked about the ‘Dry January’ trend? How about Sober October or Movember? These internet-driven trends are going viral every year. For example, Dry January encourages participants to abstain from alcohol entirely for a month. 

The takeaway here is to create or participate in such campaigns to generate greater brand visibility among participants. 

Second, expand your marketing efforts beyond Gen Z to include older generations. Limiting your business to one demographic rarely delivers optimal results. Instead of preaching to your audience, highlight your brand’s taste, values, and unique selling points that resonate with a broader customer base. 

According to a report by Gen Z content studio Adolescent Content, key brand values that drive Gen Z’s purchase decisions include the following:  

• sustainable business practices (92%) 

• affordability (91%) 

• ethical practices (90%) 

• inclusivity (87%) 

• shared principles (86%) 

By aligning with these values and embracing innovative campaigns, brands can create meaningful connections with their audience while expanding their reach across generations. 

Cut to the chase

The rise of non-alcoholic beer and NoLow alcoholic brands has become visible and is going strong in the market. The biggest cheerleader of the current rise is Gen Z, the younger generation, and several new factors are behind the rise.