--- title: Hangover-free beer is in - The Hustle description: As customers embrace wellness and moderation, new NA brands are on the rise. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/970911609-HS-News-Brief_2022-11-10T005727.176Z.webp --- # Hangover-free beer is in ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: November 10, 2022 Updated: October 11, 2023 Nonalcoholic alternatives were often shunned because, well, they didn’t taste great. ![Hangover-free beer is in](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/970911609-HS-News-Brief_2022-11-10T005727.176Z.webp?width=595&height=400&name=970911609-HS-News-Brief_2022-11-10T005727.176Z.webp) That’s what [inspired](https://athleticbrewing.com/pages/about) Athletic Brewing co-founders John Walker and Bill Shufelt to brew 100+ test beers to find a process that yielded a tasty booze-free beer. Today, the company has breweries in San Diego and Milford, Connecticut, and holds 55% market share among craft NA beers. This week, Keurig Dr Pepper, which [acquired](https://news.keurigdrpepper.com/2022-06-23-KEURIG-DR-PEPPER-TO-ACQUIRE-GLOBAL-RIGHTS-TO-NON-ALCOHOLIC-BRAND-ATYPIQUE) NA canned cocktail brand Atypique in June, invested [$50m](https://news.keurigdrpepper.com/2022-11-09-Keurig-Dr-Pepper-Invests-in-Non-Alcoholic-Beer-Leader-Athletic-Brewing-Company) for a minority stake. #### **People are indulging less…** … boosting NA beer, wine, and spirit sales. - In October 2021, NielsenIQ [reported](https://wineindustryadvisor.com/2021/10/12/nielseniq-newly-released-beverage-trends) a **315%** YoY rise in online NA beverage sales, compared to 26% for alcohol. - New Zealand NA winery Giesen reported **454%** growth in US shipments in 2022, [per](https://www.forbes.com/sites/katedingwall/2022/07/31/as-the-no-alcohol-category-grows-one-brand-sees-454-growth/?sh=5f1b5a014d6d) *Forbes.* - DC is getting an [NA bar](https://www.washingtonian.com/2022/10/20/binge-bar-alcohol-free-bar/) this year, while LA got its first [NA bottle shop](https://www.lamag.com/digestblog/non-alcoholic-bottle-shop-los-angeles-soft-spirits/) in 2021. *NPR* [attributes ](https://www.npr.org/2022/01/21/1074133992/non-alcoholic-beer-na-guide-best-dry-january)the shift to social media trends and an increasing interest in health and wellness. NA drinks obviously don’t cause hangovers, plus they usually have fewer calories. For instance, the average IPA has [180-200 calories](https://upstreambrewing.com/blog/beer-calorie-calculator-how-many-calories-are-in-beer/#:~:text=IPA%20Beer%20Calories&text=If%20so%2C%20you%20may%20already,200%20calories%20for%2012%20ounces.); Athletic’s Run Wild IPA has 65. Athletic CEO Bill Shufelt thinks customers are also “embracing moderation.” “Even though 80% of our consumers still drink alcohol, many… have realized that alcohol no longer fits in their lives beyond one or two nights per week,” he told *The Hustle*. “Our nonalcoholic beers expand drinking occasions to seven nights per week.” **BTW:** NA beers aren’t always completely alcohol-free, but they must have [0.5% ABV](https://steadydrinker.com/articles/this-is-how-much-alcohol-is-in-alcohol-free-beer/) or less to be labeled as such. 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