Growing number of drinkers set to celebrate a sober summer as non-alcoholic beer selection increases

The rising tide of teetotallers and a more significant wave of moderation means more beer lovers are tipped to crack non-alcoholic ales and lagers this sober summer.

As the temperature rises, so will temperance among younger drinkers.

Australians aged 18-44 are twice as likely to consume zero and low-strength alcohol that those over 45, according to drinks market analysts IWSR.

Booze-free beers are the fastest-growing segment of the drinks market, accounting for 45 per cent of non-alcoholic beverage sales, and more than 10 per cent — and rising — of the overall beer market.

Brewers once renowned for producing high-alcohol pale ales are now pumping out zero-alcohol beers to get their slice of the action.

Promoted with slogans such as “no regrets”, “drink not drunk” and “too good to be wasted”, these beers are no longer niche products and can be found in most pubs, bars and bottle shops.

According to ANZ’s recent annual Food For Thought report, zero-alcohol beer sales in Australia are projected to almost double in four years, with volumes predicted to grow from 150 million litres this year to around 300 million litres in 2028.

Independent companies have been rewarded for diving into the non-alc market early, including Lightning Minds, WA’s first dedicated non-alcoholic beer brand.

The name comes from the epiphany founder Michael Payne experienced after a drinking session resulted in a trip to hospital in 2020.

“Lightning Minds was inspired by the moment I realised I was going to stop drinking,” the former bartender said.

Two years later, he launched a pale ale developed in Fremantle brewer Matt Crockett’s back shed on a 19-litre kit before being scaled up to a 20,000-litre batch at Tribe Breweries in Goulburn, NSW.

Lightning Minds’ Pale Ale was an immediate hit with drinkers wanting a full-flavoured beer without the booze.

“We shot out of the gate at the end of COVID,” Payne said.

The brand also got into fridges early enough to get a toehold before the tsunami of similar products.

Payne reckons competition is healthy.

“There’s a bigger range for people,” he said. “The more products, the more fridge space.”

Lightning Minds has more than 120 investors — a recent capital drive raised $160,000 — and is stocked in more than 180 venues in WA, as well as around 65 interstate outlets.

Payne hopes to have his beer in about 280 venues nationally by the end of summer.

Lightning Minds has made its way to New Zealand, and Payne aims to infiltrate markets in South-East Asia.

He also plans to find a local production facility to contract brew Lightning Minds.

“We’re in talks, and hopefully by next year we’re going to have some brewed in WA,” Payne said.

The whole idea is to create a positive balance.

“I’m passionate about the whole non-alcoholic sector.

“The whole idea is to create a positive balance.

“I’ve had my own relationship with alcohol and I’m happily alcohol-free now, but I still mentor friends and people who are struggling with alcohol problems.”

Payne said Lightning Minds was “just a small way that hopefully can help”.

The sober-curious movement has also ushered in dedicated non-alcoholic beverage outlets, such as Booragoon bottle shop Free Spirit Drink Co and WA-based online store Shift Lanes Drinks.

While the increasing number of Australians kicking the booze is boosting zero-alcohol beer sales, it’s not just teetotallers who are expected to drive the global market for non-alcoholic beverages from around $US22 billion in 2022 to $US43 billion in 2027.

According to IWSR data, 78 per cent of no and low-alcohol consumers also drink full-strength beverages.

Andy Miller, chief executive and co-founder of groundbreaking east-coast brewer Heaps Normal, calls these drinkers “blenders”.

A “blender” might be out having a few beers but will slip in a non-alc frothy as a spacer. Or they drink zero-alcohol beers on nights off booze each week.

Heaps Normal made a huge splash when the brewer launched its Quiet XPA in mid-2020.

The company, which now accounts for around one in five non-alc beers sold in Australia, recently launched its fourth product, Third IPA.

Miller and Heaps Normal head brewer Ben Holdstock have backgrounds in traditional craft brewing. Both worked for Sydney mainstays Young Henry’s.

There’s nothing normal about Heaps Normal, which contract brews most of its beer at Brick Lane Brewing in Melbourne.

Craft brewers usually go into debt opening a microbrewery and then build up enough equity to go into packaging and distribution.

Heaps Normal did the reverse, flogging enough tinnies of Quiet XPA, Half Day Hazy and Another Lager to now be poised to open its own production facility and venue.

Miller said there was still plenty of space for the non-alcoholic beer sector to grow.

Bec Lauchlan agrees. The marketing manager for Good Drinks, the ASX-listed parent company of WA craft brand Gage Roads, said the category was “flying and maturing”.

Non-alcoholic beers have enjoyed 12 per cent growth in the past 12 months, while the overall beer market has been flat.

Good Drinks entered the non-alcoholic market in 2022 with Gage Roads Yeah Buoy Non-Alcoholic XPA.

In the 12 months to September 2024, Yeah Buoy enjoyed close to 32 per cent national growth in value, and nearly 40 per cent growth in WA.

Lauchlan said “short-term abstinence” — things such as Dry July or Sober October, or simply a night or two without drinking full-strength beers each week — were helping sales.

“People that get around a carton of (full-strength Gage Roads) Single Fin on the weekend might have a four-pack of Yeah Buoy in the fridge for a night off the beers,” she said.

And it’s not just booze-free beers that are enjoying a boom — alcohol-free spirits are also on the rise, according to Rhonnie Barratt-Hill, brand ambassador for Margaret River non-alcolic spirit company Ovant Distillations.

“The big difference we see between non-alcoholic beer and non-alcoholic spirits is that non-alcoholic beer is being purchased to drink at home, whereas our distillations are a favourite on-premises as part of a night out,” she said.

“Despite initial scepticism, we have seen terrific uptake in Ovant at venues around Australia.

“The days of a sugary mocktail tacked on to the end of a kids’ menu are gone.”

It’s not all booze-free beer and skittles, however, with strong scepticism from some craft brewers.

Hamish Coates from highly regarded South West brewer Rocky Ridge described a non-alcoholic beer as a “malt beverage pretending to be a beer”.

Rocky Ridge doesn’t produce any non-alcoholic beers “at this point in time”.

“While the market has grown rapidly, it has grown from zero,” Coates said. “It is still debatable that the scale is significant.”

The brewer has some non-alcoholic products “under slow development”, but will only release them if it “can get them right and see the right opportunity for them”.

Whether Rocky Ridge joins the sober soiree or not, booze-free beer is here to stay.

TASTE TEST

Simon Collins sipped his way through nine different non-alcoholic beers, and was pleasantly surprised by the range and quality.

Heaps Normal Half Day Hazy

The can reads “no downsides” and I can see why. The restrained bitterness and citrusy finish makes this a refreshing replacement for a full-strength hazy.

Gage Roads Yeah Buoy

This straw-hued XPA boasts well-balanced tropical flavours and a rounded texture thanks to CryoPop and Simcoe hops. But obviously non-alc.

Lightning Minds Pale Ale

More assertively bitter and less pale in colour than the other beers, this could pass for a “proper” beer. A bit sharp for my palate.

Hiatus Pacific Ale

Light, slightly cloudy, full-bodied and fresh fruity Pacific ale from award-winning Brunswick Heads, NSW brewer with the slogan: “Taking a break never tasted so good”. Agree.

Garage Project Tiny

New Zealand legends deliver a hop-driven refresher with a citrus finale. Another solid frothy to satisfy a thirst.

Range Brewing Low-Key Pale Ale

Big aromas of mango and pineapple plus thicker mouthfeel than the other beers. This excellent brew from Queenslanders Range tastes like a craft pale ale. Unsurprisingly, it’s a bit more expensive.

Mash Gang Beach Goon

London’s Mash Gang and Sydney’s One Drop collaborated on this “super session IPA” that is too much — perhaps a beer for teetotallers missing huge, hop-packed double IPAs.

Guinness Draught 0.0

What sorcery is this? A smooth, creamy dry Irish stout that you’d struggle to separate from a pint of the real deal. Fructose is added to summon the illusion. Ridiculous.

Boston Brewing Co. Little Wren

A lovely tart raspberry sour with a big berry bouquet and dry finish from South West brewers Boston. Spritzy and refreshing but not too sweet, this is a ripper for fans of sour beers.

THE VERDICT: Depending on what I felt like, I can see myself switching in the Hiatus, Range and Boston beers, while the Guinness was so bang-on it was scary.