The demand for low-to-zero alcohol beverages is expected to grow by 32% by 2022 and Hairless Dog Brewing is establishing itself as an alcohol-free craft beer brand that's piquing the interest of sober curious consumers. While Hairless Dog Brewing does make an IPA and a Black Ale as its signature products, they specifically appeal to health-conscious consumers who are looking to abstain from alcohol or limit their intake.
To set itself apart as an uncompromising brand that is inviting consumers into a different kind of drinking experience, Hairless Dog Brewing shares messaging like "Party Like There's a Tomorrow" and "0.0% Regrets." As Hairless Dog co-founder Paul Pirner describes, its brand appeals specifically to "people who, like us, are pursuing mindful wellness and are tired of NA beers with no flavor."
Alcohol-Free Craft Beers
Hairless Dog Brewing Makes Full-Bodied Brews for the "Sober Curious"
Trend Themes
1. Low-to-zero Alcohol Beverages - The growing demand for low-to-zero alcohol beverages presents an opportunity for companies to create new, innovative options.
2. Sober Curious - The rise of the sober curious movement indicates a desire for alcohol-free options and experiences, leading to opportunities for new products and experiences.
3. Mindful Wellness - The trend towards mindful wellness opens up opportunities for companies to create products that cater to consumers who are looking for healthier ways to enjoy themselves.
Industry Implications
1. Craft Beer - The growth of alcohol-free craft beer offers opportunities for established and new breweries to cater to the sober curious market.
2. Beverage - The demand for low-to-zero alcohol beverages presents opportunities for beverage companies to create new products and expand their offerings.
3. Marketing and Advertising - The rise of the sober curious movement presents unique marketing opportunities for companies to create advertising campaigns and messaging that cater to this growing market.