Nonalcoholic beer grew even more popular in 2025 as traditional lager sales fall

In 2025, sales of lager beer fell compared with the previous year by 4.7 percent, while nonalcoholic beer rose sharply by 14.3 percent, according to figures from the industry group Nederlandse Brouwers obtained by NOS. Brewers say interest in alcohol is declining while production costs are rising.

People choose alcohol-free drinks for several reasons, the Trimbos Institute concluded. “Most people do so when they still need to take part in traffic, but also to live more healthily or because they want to wake up feeling fitter,” researcher Carmen Voogt told NOS.

Companies that host after-work drinks also reportedly make sure employees can choose nonalcoholic beer.

“We have a refrigerator in the middle of the cafeteria, and for two years now we’ve also offered nonalcoholic beer,” said Alex Blekkink of painting company Sommer Schilderwerken in Emmen.

Since 2024, the number of breweries in the Netherlands has been declining, according to the national statistics office CBS. Some equipment from closing breweries is being exported.

Heino Bouman of the online shop and beer-tasting business Café Nul, which assembles nonalcoholic beer packages for individuals and companies, sees opportunities amid the nonalcoholic beer trend. “I notice the taboo around nonalcoholic drinks is gone,” Bouman said. “People no longer need to feel embarrassed at the soccer club or anywhere else. It’s widely accepted.”

However, Carmen Voogt of the Trimbos Institute questions whether the growing popularity of nonalcoholic beer is truly a positive development. “Nonalcoholic drinks are mainly positive as a substitute for alcoholic drinks,” she said. But, she added, “It may also make the transition to alcohol easier.”