Why this market is moving now
- Total US off-premise alcohol sales fell 3.4% in 2025 while non-alcoholic sales grew 19.2%.
- The category passed $1 billion in 2025 and reached $1.08 billion by June 2026.
- Non-alcoholic spirits and ready-to-drink products are the fastest-growing segment, up 40.7% in the year to June 2026.
- The number of companies making non-alcoholic brands grew from 91 in 2021 to 213 in 2025.
Key figures
Each figure names the source it came from. Open the source list below to read the quoted line.
| Figure | Value | Year | Source |
|---|---|---|---|
| US off-premise sales of non-alcoholic beer, wine and spirits were $1.01 billion in the 52 weeks ending 3 January 2026, up 19.2%. | 1.01 USD billion | 2025 | NIQ |
| Total US off-premise beverage alcohol dollar sales fell 3.4% to $110 billion in 2025. | 110 USD billion | 2025 | NIQ |
| Non-alcoholic beer, wine and spirits equalled 0.9% of total US off-premise alcohol sales in 2025. | 0.9 % of alcohol dollar sales | 2025 | NIQ |
| 95% of buyers of non-alcoholic beer, wine and spirits in the US also buy alcohol products. | 95 % of buyers | 2025 | NIQ |
| In August 2025 NIQ reported $925 million of US off-premise non-alcoholic beer, wine and spirits sales, up 22% year over year. | 925 USD million | 2025 | NIQ |
| NIQ data for the year ending 27 June 2026 shows US off-premise non-alcoholic sales of $1.08 billion, up 14.6%. | 1.08 USD billion | 2026 | The Spirits Business |
| Non-alcoholic beer held an 80.8% share of US off-premise non-alcoholic sales in the 52 weeks to 27 June 2026, and its value grew 12.2%. | 80.8 % share | 2026 | The Spirits Business |
| Non-alcoholic 'spirits', including ready-to-drink, took a 7.5% share and grew 40.7% in value in the 52 weeks to 27 June 2026. | 40.7 % value growth | 2026 | The Spirits Business |
| From 2021 to 2025, US non-alcoholic beer volume rose 111% and dollar sales rose 159%. | 159 % dollar growth 2021-2025 | 2025 | Brewers Association |
| Non-alcoholic beer was 2.5% of US beer sales by volume in 2025, up from 1.1% in 2021. | 2.5 % of beer volume | 2025 | Brewers Association |
| NIQ tracked 213 companies making non-alcoholic brands in 2025, up from 91 in 2021, and 484 brands, up from 173. | 213 companies | 2025 | Brewers Association |
Sources and method
The figures on this page come from the public sources listed below. Read how we work.
- NIQ: 2025 Year in Review: Recapping 2025 Beverage Alcohol, Off Premise Trends in the U.S. (2026-01-12)
Quoted lines
- Figure 1
Up $162.3 million vs year ago | +19.2% vs year ago
- Figure 2
total off premise dollar sales declining -3.4% to $110 billion
- Figure 3
Non alc is 0.9% sales of total alcohol
- Figure 4
95% of the buyers of Non Alcohol Beer, Wine, and Spirits are also purchasing alcohol containing products
- Figure 1
- NIQ: Non Alcohol Is No Longer a Niche—It's a Billion-Dollar Movement (2025-08-29)
Quoted lines
- Figure 5
With $925M in off- premise sales and +22% growth year-over-year
- Figure 5
- The Spirits Business: US non-alc sales hit $1bn in off-premise (2026-10-14)
Quoted lines
- Figure 6
non-alcoholic sales reached US$1.08bn – an increase of 14.6% year on year.
- Figure 7
zero-ABV beer continues to lead with an 80.8% share, according to NIQ.
- Figure 8
Non-alcoholic ‘spirits’ – including ready-to-drink (RTD) – took a 7.5% share and soared by 40.7% in value.
- Figure 6
- Brewers Association: The State of Non-Alc (2026-01-16)
Quoted lines
- Figure 9
from 2021 through 2025, volume sales of NA lifted 111% while dollar sales exploded +159% over that period.
- Figure 10
NA accounted for just 2.5% of beer sales by volume in 2025, this share has more than doubled in half a decade (1.1% in 2021).
- Figure 11
NIQ tracked 213 companies producing NA brands in 2025, up 134% from 2021 when there were just 91.
- Figure 9
Companies to watch
NIQ
Retail measurement firm whose scan data underpins US non-alcoholic category sizing; its 2025 review reports $1.01 billion.
Brewers Association
US craft brewers' trade body; reports craft held 36% of non-alcoholic beer dollar sales in 2025 using NIQ data.
Diageo (Ritual Zero Proof)
Diageo owns Ritual Zero Proof, which moved into ready-to-drink products in 2026, per The Spirits Business.
What the full report covers
- 01Executive summary
The answer in one page: size, direction and what moves it - 02Market definition and scope
What is in and out of the United States market - 03Market size, 2021 to 2025
Historical series and growth rates - 04Outlook to 2031
Base, low and high scenarios with stated assumptions - 05Rules, policy and deadlines
Regulation and programmes that change demand - 06Drivers and barriers
What accelerates or slows adoption, by customer segment - 07Prices, costs and margins
Unit economics where public data allows - 08Competitive landscape
8 to 12 company profiles with recent moves - 09Opportunities and risks
For new entrants, suppliers and investors - 10Method and sources
Every assumption and source, listed
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Frequently asked questions
How big is the US non-alcoholic beverage market?
NIQ reports US off-premise sales of non-alcoholic beer, wine and spirits at $1.01 billion in 2025, up 19.2%. Its data to June 2026 shows $1.08 billion. This excludes soft drinks and on-premise sales.
How fast is non-alcoholic beer growing?
The Brewers Association, using NIQ data, says non-alcoholic beer volume rose 111% and dollar sales 159% from 2021 to 2025. Beer volume share reached 2.5% in 2025.
What share of alcohol sales is non-alcoholic?
NIQ puts non-alcoholic beer, wine and spirits at 0.9% of total US off-premise alcohol dollar sales in 2025.
Do non-alcoholic drinkers still buy alcohol?
Yes. NIQ says 95% of buyers of non-alcoholic beer, wine and spirits also purchase alcohol-containing products.
Which non-alcoholic category is growing fastest?
Non-alcoholic spirits, including ready-to-drink, grew 40.7% in the year to 27 June 2026 per NIQ data reported by The Spirits Business. Beer still holds 80.8% of sales.
How many companies make non-alcoholic beer and drinks in the US?
NIQ tracked 213 companies producing non-alcoholic brands in 2025, up from 91 in 2021, according to the Brewers Association.
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