Discussions about restrictions on alcohol services on flights attract attention | Cruising altitude
Ryanair’s CEO sparked debate by proposing strict restrictions on alcohol services at airlines and airports. Is this policy really possible to take off?
Justin Brown bought his first non-alcoholic beer last winter after finding a six-pack exercise brewer can for sale at a local grocery store in Salt Lake City.
Brown leads a lively lifestyle that follows rock climbing, trail running and two kids, but a 37-year-old craft beer fan said he’s becoming more and more health-conscious as he gets older. Athletic Brewing Co. Beer’s low calorie count (only 45 people per can) was a major draw, along with the opportunity to enjoy the taste of beer at less than 0.5% alcohol in volume.
Brown said he still enjoys his craft beer, but non-alcoholic beer has advanced to the rotation.
“(It’s) growing up in my late 30s, growing up in my late 40s, making sure I’m here for my kids and taking care of myself,” Brown told USA Today in a public pool, drinking non-alcoholic beer and watching the kids swim. “I think we all stay young, stay healthy and stay healthy, like millennials.
This is a trend towards taking off across the global market. IWSR, a beverage industry analytics company, found that the volume of non-alcoholic beer increased by 9% in 2024. At this pace, non-alcoholic beers are projected to surpass Ale as the second largest beer category in the world this year, behind this year’s lager.
“As alcohol is struggling overall in this current climate, this non-alcoholic beer would have expected at least to slow its growth. But we haven’t seen that,” Marten Lodewijks of IWSR USA told USA Today.
As of 2024, non-alcoholic beers were ranked third by IWSR by making up 2% of the global volume, out-ranked wheat beer (1%) and stout (1%). Beer faces a huge gap under the lager. This is the largest beer category in 92% of the world’s mass.
Non-alcoholic beer sales are rising
According to IWSR data, sales of non-alcoholic beer have been on an upward trend since 2018 and are led by major markets such as the US, Japan and Germany. Between 2019 and 2024, the US volume of non-alcoholic beers rose 175%, driving the ranking of the country from the sixth largest market in the category to the third largest market.
Glenn Fox, professor of malt and brewing science at Annehauser Bush at the University of California, Davis, is popular enough to add non-alcoholic beer to his education program this year.
“We brew our own non-alcoholic beer for our students to see, so that our students can get that experience,” Fox said. “We want to understand the process, educate new brewers and make sure they understand it well before they work in the industry.”
Why are non-alcoholic beers becoming more popular?
Experts pointed to the decline in alcohol sales and growing concerns about health as a major driver.
In January, former US surgeon Dr. Vivek Murthy released an advisory warning about direct links between alcohol consumption and increased risk of cancer. That same month, advertising and sales measurement technology company NCSolutions published a survey that found that 49% of Americans planned to drink less alcohol in 2025, from 41% in 2025.
Non-alcoholic beer has proven to be an attractive alternative, as it has around 0.5% alcohol among most brands. It was possible to expand its appeal, according to Dave Williams, Vice President of Consulting at Bump Williams, a Connecticut company specializing in the alcoholic beverage industry. The message about non-alcoholic beer shifted, especially as it shifted to expand its appeal.
Drinks are no longer considered a humble option for those who cannot consume alcohol.
“They have broken the surrounding stigma that holds non-alcoholic beers and drinks. …There’s a consumer crop out there that shows interest in this non-alcoholic alternative,” Williams said. “Now you can still enjoy the beer and feel like you’re part of the moment, part of the group and part of the opportunity. There’s no need to incorporate any perceived objections or obstacles to that alcoholic aspect.”
And unlike regular beer, Lodewijks pointed out that non-alcoholic beer can sip during lunch breaks at work or in public environments that are usually alcohol free, as indicated by brown.
More varieties are useful, including newcomers like Athletic Brewing Co., which was launched in 2018, and non-alcoholic, non-alcoholic, from most top beer brands. University of California Fox Davis said it has come a long way in taste compared to non-alcoholic beers sold 50 years ago.
“The process at the time was removing the flavor when the alcohol was removed,” he said. “But with the engineering and the way we can brew these now, that’s the past. There’s really tasty, flavorful, non-alcoholic beers.”
Fox warned that if you choose non-alcoholic beer, it’s better to buy canned or bottled goods. Alcohol in beer acts as a preservative to prevent microorganism growth. Low alcohol content makes non-alcoholic beers offered in the draft more susceptible to spoilage and pathogens.
“You rely on pubs to keep their lines clean,” he said. “Be careful if it’s off the tap. Ask them how old it is when they clean the line.”
