The non-alcoholic beverage category is one of the fastest-growing segments in the beverage industry, and as part of expanding improving the brewery experience, craft brewers are uniquely positioned to capture a share of it. Join us for a virtual session exploring how member breweries can tap into the NA and functional beverage opportunity, whether or not they choose to brew their own alcohol-free offerings.
Co-hosted by Jon Eggleton, founder of Non-Alcoholic N/ATION (nationbeer.com), and Tyler McMahon, founder of Reducaholic (reducaholic.com), this session will cover:
THE NUMBERS: Key stats on NA consumption trends and what they mean for breweries specifically.
THE OPPORTUNITY: Where breweries can play, from NA beer to beer-adjacent products like hop waters and functional/THC beverages.
THE TECHNICAL SIDE: Practical guidance on brewing and serving NA beer, including draft line handling and preservation best practices.
THE MARKETING SIDE: How to introduce NA offerings into your existing taproom footprint and portfolio without cannibalizing your core business.
Whether you’re considering brewing your own NA beer or simply want to know how to merchandise and market the category effectively, this session will give you a practical, brewery-focused roadmap for participating in one of the industry’s biggest growth trends.
Jon Eggleton is the founder of Non-Alcoholic N/ATION, a platform focused on the rapidly growing NA and functional beverage space. Through original content, product reviews, and industry insights (which includes the U.S. of N/A podcast), N/ATION spotlights the founders, drinks, and trends shaping the future of mindful drinking. The platform also provides sampling and activation services to brands moving into the NA space. Across his work, Jon is passionate about building brands and communities at the intersection of health, wellness, technology and culture.
Tyler McMahon started Reducaholic as a way to track and document the non-alcoholic beer industry, and his comprehensive North American map of non-alcoholic craft beer is the largest directory of breweries in the space across the U.S. and Canada. Born and raised in Colorado, Tyler homebrewed his way through his final semester of college, which first spawned his passion for the craft brewing industry.
What This Session Covers
This session explores how craft breweries can effectively participate and grow in the non-alcoholic (NA) beer segment—a category that is still small in the U.S. but expanding rapidly with double-digit growth annually [02:24].
For taproom operators and brewery owners, embracing NA beers not only captures an emerging consumer base but also helps attract larger groups, extend customer dwell time, and diversify offerings to fit changing drinking habits, especially among Gen Z and moderation-focused consumers [06:12].
The discussion covers market context, front-of-house marketing, operational brewing approaches, and safety considerations vital for managing NA products [00:01, 18:51, 27:38].
Key Talking Points
- NA Beer Market Size and Growth
The NA segment makes up roughly 2-2.5% of total U.S. beer volume but is growing rapidly at about 22% year-over-year, fueled by moderation trends rather than solely sober consumers. Most NA purchasers also drink alcohol regularly, with 90%+ of buyers drinking both NA and alcoholic beverages [02:24, 04:20]. - Consumer Behavior and Party Dynamics
Many consumers practice “zebra striping”—alternating between alcoholic and non-alcoholic drinks in the same session. This behavior leads to longer stays and larger tabs at breweries offering NA options, making taprooms more attractive to mixed groups where some prefer no or low alcohol [04:50, 06:39]. - Front-of-House and Marketing Strategies
Visibility of NA options on menus is critical; customers often assume no NA exists if it’s not listed upfront [09:37]. Staff education is equally important to communicate the craft and flavor stories behind NA beers, positioning them as a genuine part of the brewery’s portfolio rather than an afterthought [10:23]. - Successful Case Studies
- Two Prz Brewery (Pittsburgh) operates “Mod Mondays,” NA-only taproom days partnered with a local NA bottle shop, driving a loyal sober/moderating customer base. NA products make up 20-25% of their wholesale and 5-10% of overall revenue [11:12, 13:25].
- Burial Beer (Asheville) blends NA offering into a broader beverage portfolio including coffee, wine, and hemp drinks, focusing on creating an immersive experience beyond just beer [14:46].
- Wild Heaven (Atlanta) integrates NA beers alongside wine programs and hosts major events, showing that NA can complement rather than replace core alcoholic beer offerings [16:27].
- Brewing NA Beer: Methods and Approaches
Breweries can choose between brewing their own NA beers (using arrested fermentation, special yeasts, or mash modifications) or removing alcohol from full-strength beers (via vacuum distillation, reverse osmosis) [20:46]. Brewing NA in-house allows flexibility and storytelling but requires recipe development and investment; contract brewing offers scalability and experience but less control [25:37]. - Product Safety and Quality Concerns
NA beer presents unique risks around refermentation and microbial spoilage due to low alcohol. Key safety levers include maintaining low pH (<4.2-4.3), carbonation, low residual sugars, hop acids, and stringent sanitizing—especially critical for draft lines [27:38, 30:03].
Draft NA in distribution is higher risk because of loss of cold chain and cleaning challenges, so many recommend canned NA as a safer and more controllable product format [36:03].
Pasteurization (bath, flash, tunnel) is the gold standard for stability, but many small breweries use mash tun pasteurization or preservatives with success [34:56]. - Careful Consideration Required Before Adding NA Draft
Draft NA needs higher cleaning standards than alcoholic draft. If a brewery isn’t already diligent with alcoholic taps, adding NA draft can increase spoilage risk and liability. Serving cans in taprooms can meet customer demand with lower operational complexity [43:02, 44:43]. - Engagement and Feedback Loop
Involving customers in iterative development of NA beers encourages repeat visits and loyalty. Many NA consumers appreciate breweries who listen and adapt recipes, especially for flagship NA offerings [46:56]. - NA Beer as Risk Management and Safety Tool
NA options can be used by bar staff to responsibly serve customers who need to moderate intake during a session, reducing overconsumption risks [49:14].
Action Items
- List NA Beers Prominently
Update your taproom menus to feature NA options clearly and equally with alcoholic offerings, eliminating assumptions that none are available [09:37]. - Train Staff on NA Products
Educate servers and bartenders on NA brewing stories, flavor profiles, and customer use cases to improve recommendations and create an authentic experience [10:23]. - Evaluate Brewing Approach
Assess whether brewing your own NA beer fits your capacity and brand goals versus contracting with established NA producers; consider flagship NA brews for marketing impact [18:51, 19:53]. - Implement Rigorous Draft Line Maintenance
If offering draft NA, adopt strict cleaning protocols and separate lines where possible. Monitor carbonation and temperature continuously to prevent spoilage [43:02]. - Leverage Events and Promotions
Consider hosting NA-focused taproom events (e.g., NA-only days) or collaborations with local NA retailers to build awareness and community engagement as Two Prz Brewery has done [12:58]. - Monitor pH and Microbial Stability
Work with your brewing team to maintain pH below 4.3, manage residual sugars, and effectively carbonate NA beers to minimize safety risks and quality issues [29:27, 31:13]. - Use Customer Feedback to Iterate
Communicate with your consumers about any new NA products in development, gathering input to refine recipes and build loyalty [46:56].
This session provides a practical, data-backed overview for craft breweries considering or expanding NA beer offerings, spotlighting strategies that enhance taproom appeal, operational considerations, safety protocols, and the evolving consumer landscape shaping this dynamic category.