An Uncensored CMO Take on Low/Non Alcoholic Beers
The non-alcoholic beer market has been steadily growing, and it’s showing no signs of slowing down. Estimates show that the market brings in revenue of $39.4 billion. As consumer interest continues to rise, many brands are diving into the 0% beer scene, from established beer giants to niche companies that specialize exclusively in non-alcoholic options. While non-alcoholic beers have long been available, their recent surge in popularity signals a significant shift in consumer preferences.
Jon Evans, host of the Uncensored CMO podcast, recently welcomed Marcel Marcondes, Chief Marketing Officer of AB InBev (the world’s largest beer producer, listen to the episode here), to discuss the success of beer brands and the marketing behind them. AB InBev is responsible for eight of the top ten beer brands, and Marcondes knows a thing or two about building strong brand loyalty. At one point, the exciting story of AB InBev bringing non-alcoholic beer to the Paris Olympic Games was discussed, inspiring us to dive deeper into this growing market.
The reasons why people are choosing to cut back or take a break from alcohol vary widely, but one thing is clear: the demand for alcohol-free options is on the rise. In fact, brand loyal beer drinkers are sticking with their favorite brands even when opting for a non-alcoholic version according to the Test Your Innovation results we dive into below.
Putting Non-Alcoholic Beer to the Test
As consumer attitudes toward alcohol-free alternatives evolve, the market is primed to grow, and beer brands are making significant moves to capitalize on this shift. System1 tested seven 0% beers—ranging from well-known AB InBev brands to those that specialize solely in non-alcoholic beers.
With a rating scale from 1.0 to 5.9 Stars that predicts brand-building potential, Test Your Innovation quantifies emotional responses, offering a clear benchmark for evaluating product ideas, taglines, slogans, and even trends.
System1’s innovation testing also takes into account consumer reactions in terms of purchasing intent. Using the FaceTrace® tool, System1 tracks emotional responses and decision speed, offering insights into how quickly and instinctively consumers engage with a product. A fast, positive response signals enthusiasm, while slower or less engaged reactions provide valuable feedback on potential barriers to adoption.
So, what did consumers have to say about the 0% alcohol options? Let’s take a closer look at which brands are sipping on success.
Optimism and Familiarity Drive Positive Responses
Many consumers felt positive emotions—such as ‘happiness’ and ‘surprise’—toward the introduction of non-alcoholic versions of popular beers. These emotions were often tied to the reputation of the brand itself. The more well-known or loved the brand, the more positive the emotional response to its alcohol-free offerings. Consumers were eager to try something new while sticking with a brand they already trusted and enjoyed.
Panelists noted that the brands were “well-known” or “popular” and that a non-alcoholic option would be “good and refreshing to try out” demonstrating that their perception of the non-alcoholic versions of the beers were directed by their perception of the alcoholic versions.
When asked about non-alcoholic beer on Uncensored CMO, Marcondes highlighted the popularity of Corona Cero—an alcohol-free version of the Corona brand—as a prime example of how big beer brands are making their mark in the non-alcoholic space.
One particularly interesting moment in their discussion was when Marcondes talked about AB InBev’s partnership with the International Olympic Committee. Traditionally, beer has not been allowed at the Olympics, but by offering a non-alcoholic option, AB InBev successfully negotiated a deal to bring Corona Cero to the global event in Paris in summer 2024.
Marcondes explained, “We reached out to the International Olympic Committee… We got to a very good place where they saw, yes, that’s exactly what we want to drive. It’s a very healthy and responsible consumption. Beer brings a lot of the celebration aspect for the Olympic Games. So it was a clear win-win.”
The Power of Strong Brands in the Non-Alcoholic Beer Space
It’s clear that brands with a strong reputation for flavor and quality in their alcohol products land as a preference in the non-alcoholic market as well. Consumers trust these brands to deliver a similar experience, and their loyalty transfers seamlessly to alcohol-free versions of the same beers.
As the demand for 0% beers continues to rise, it’s essential for brands to stay ahead of the curve by leveraging tools like System1’s Test Your Innovation and Test Your Ad platforms. These platforms allow companies to test their products and ads with consumers, ensuring that they are tapping into positive emotions to drive interest and adoption.
Whether you’re in the beer industry, travel, fashion, or any other sector, emotional measurement is key to creating products and campaigns that resonate with your audience. So, if you’re looking to innovate, make sure you’re doing so with confidence—guided by data and insights that keep you connected to what matters most to consumers.