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Super Bowl ads had a new addition in 2024: nonalcoholic beer. This highlights a rising trend among all Americans especially Millennials and Gen Z, as a new report by NCSolutions shows: 41% of Americans are drinking less in 2024, increasing to 49% for Millennials and 61% for Gen Z. 

With this trend comes the rise of nonalcoholic beverages, with 1 in 3 trying one in 2023:

  • Most sought-after alcohol alternatives include mocktails, cannabis beverages, and nonalcoholic beer
  • 24% of Gen Zers have tried an influencer-endorsed nonalcoholic beverage
  • The top reasons Americans want to try nonalcoholic beverages include the taste, the health benefits, and liking the look of the drink itself

Drinking culture is changing: 28% of Americans didn’t drink at all in 2023, and when surveyed, 84% feel drinking is a big part of American culture– down 9% from 2023. 34% identify as mindful drinkers, and 67% identify as purely social drinkers.

The full can story can be viewed here:

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