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
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Low-to-zero Alcohol Beverages — The growing demand for low-to-zero alcohol beverages presents an opportunity for companies to create new, innovative options.
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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.
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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
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Craft Beer — The growth of alcohol-free craft beer offers opportunities for established and new breweries to cater to the sober curious market.
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Beverage — The demand for low-to-zero alcohol beverages presents opportunities for beverage companies to create new products and expand their offerings.
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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.