# Alcohol-Free Craft Beers Hairless Dog Brewing Makes Full-Bodied Brews for the "Sober Curious" By Laura McQuarrie | Published 2019-09-26 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/alcohol-free-craft-beer References: [prnewswire](https://www.prnewswire.com/news-releases/hairless-dog-brewing-selects-periscope-as-agency-of-record-amid-surging-sober-curious-trend-300925318.html) & [drinkhairlessdog](http://www.drinkhairlessdog.com/) The demand for low-to-zero alcohol beverages is expected to grow by 32% by 2022 and [Hairless Dog Brewing](https://www.trendhunter.com/trends/dry-january-survival-kits) is establishing itself as an [alcohol-free craft beer brand](https://www.trendhunter.com/trends/nonalcoholic-craft-beer1) 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](https://www.trendhunter.com/trends/special-effects-variety-pack) beers with no flavor." ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 56% | Activity: 68% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Low-to-zero Alcohol Beverages:** The growing demand for low-to-zero alcohol beverages presents an opportunity for companies to create new, innovative options. - **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. - **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. ### Who This Affects Most - **Craft Beer:** The growth of alcohol-free craft beer offers opportunities for established and new breweries to cater to the sober curious market. - **Beverage:** The demand for low-to-zero alcohol beverages presents opportunities for beverage companies to create new products and expand their offerings. - **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. ## Related on Trend Hunter - [Low-Calorie Non-Alcoholic Brews](https://www.trendhunter.com/trends/partake-brewing.md) - [Dry January Kits](https://www.trendhunter.com/trends/dry-january-survival-kits.md) - [Sober Craft Beer Collections](https://www.trendhunter.com/trends/nonalcoholic-craft-beer.md) - [Craft-Style Non-Alcoholic Beers](https://www.trendhunter.com/trends/craftstyle-nonalcoholic-beers.md) - [Approachable Alcohol-Free Brews](https://www.trendhunter.com/trends/alcohol-free-brews.md) - [Tasty Alcohol-Free Beers](https://www.trendhunter.com/trends/tasty-alcoholfree-beers.md) - [Hoppy Alcohol-Free Ales](https://www.trendhunter.com/trends/af-pale-ale.md) - [Non-Alcoholic Craft Beers](https://www.trendhunter.com/trends/harmons.md) - [Booze-Free Fusion Beers](https://www.trendhunter.com/trends/weizen-radler.md)