Beer consumption in Belgium has been declining for around 20 years. However, non-alcoholic beer is becoming increasingly popular here. This is evident from sales figures from the wholesale and retail trade. The Belgian Brewers' Association confirms that non-alcoholic beer has never been more popular.
The supermarkets say that they are selling more and more alcohol-free beer. The supermarket chain Colruyt sold around 13% more non-alcoholic beer during the first half of 2024 than it did during the same period last year. Meanwhile, Delhaize says that it’s supermarkets saw a 40% increase in the amount of non-alcoholic beer sold.
The Belgian Brewers Association told VRT News that “Non-alcoholic beer used to be a simple pilsner from which the alcohol was evaporated. But nowadays there are innovations that allow you to retain the flavour of the beer”. This makes non-alcoholic beer taste less bland and making it more enjoyable to drink.
Improvements in quality
These days many people buy and drink alcohol-free beer because they are aware of the harmful effects of alcohol and wish to protect their health. But greater health awareness is not the only reason for the increase in sales of non-alcoholic beer. A greater range of non-alcoholic beer is now available, and the quality of non-alcoholic beer has improved.
While the popularity of non-alcoholic beer is increasing, interest in standard pils beer is waning in Belgium. However, speciality beers remain in vogue. The large brewing groups, smaller brewers and microbreweries in Belgium now offer alcohol-free alternatives to their beers.
Positive news, but...
The Flemish Centre for Expertise on Alcohol and Other Drugs says that while it is pleased that more non-alcoholic beer is being sold, the growing prevalence of alcoholic-free beer should not be used to perpetuate the norm that beer must served at every ocassion. The centre has long been in favour of a ban on advertising beer (and other drinks that normally contain alcohol), including non-alcoholic beer.
The Centre stresses that children and young people, should not be offered alcohol-free beer, wine or aperitif drinks as this “makes the step towards drinking alcohol smaller” for them.