Non-alcoholic beer projected to overtake ale as the second-largest beer category worldwide this year
Written by Emily J. Thompson, Senior Investment Analyst
Updated: May 29 2025
0mins
Source: CNBC
Non-alcoholic beer growth: Non-alcoholic beer is projected to surpass ale as the second-largest beer category by volume globally, with a 9% increase in sales while overall beer volume declined by 1% in 2024. The category is expected to grow by 8% annually through 2029.
Market trends and consumer behavior: The rise in non-alcoholic beer popularity is driven by younger consumers moderating their alcohol intake, with brands improving taste and expanding offerings; Athletic Brewing has emerged as the top-selling brand in this segment, holding a significant market share.
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Analyst Views on BUD
Wall Street analysts forecast BUD stock price to fall over the next 12 months. According to Wall Street analysts, the average 1-year price target for BUD is 75.00 USD with a low forecast of 75.00 USD and a high forecast of 75.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
2 Analyst Rating
2 Buy
0 Hold
0 Sell
Moderate Buy
Current: 75.810
Low
75.00
Averages
75.00
High
75.00
Current: 75.810
Low
75.00
Averages
75.00
High
75.00
About BUD
Anheuser-Busch Inbev SA is a Belgium-based company. The Company is primarily engaged in the manufacturing of beer. The Company operates through six segments: North America, Middle Americas, South America, EMEA, Asia Pacific, Global Export and Holding companies. The Company's brand portfolio includes global brands, such as Budweiser, Corona and Stella Artois; international brands, including Beck's, Leffe and Hoegaarden, and local champions, such as Bud Light, Skol, Brahma, Antarctica, Quilmes, Victoria, Modelo Especial, Michelob Ultra, Harbin, Sedrin, Klinskoye, Sibirskaya Korona, Chernigivske, Cass and Jupiler. The Company's soft drinks business consists of both own production and agreements with PepsiCo related to bottling and distribution arrangements between its various subsidiaries and PepsiCo. Ambev, which is a subsidiary of the Company, is a PepsiCo bottler. Brands that are distributed under these agreements are Pepsi, 7UP and Gatorade.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Investor Sentiment: There is a prevailing uncertainty among investors regarding the market's ability to maintain upward momentum following last week's gains.
See More
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- Advertising Scale: Anheuser-Busch (BUD) will be the largest advertiser at Super Bowl LX, securing approximately 2 minutes and 30 seconds of national ads and 45 seconds of regional ads, aiming to lay the groundwork for its 2026 brand campaigns, showcasing its marketing ambitions.
- Star Endorsement Impact: Rocket Mortgage (RKT) will feature a 60-second ad with Lady Gaga, highlighting its partnership with Redfin and promoting its 'full home journey' platform, aiming to attract consumer attention to its comprehensive services.
- Emerging Brand Debut: Telehealth company Ro is making its Super Bowl debut with tennis legend Serena Williams promoting GLP-1 medications, aiming to shift public perception of weight-loss drugs from cosmetic shortcuts to serious clinical interventions.
- Technological Innovation Use: Sazerac's Svedka vodka brand is returning to the Super Bowl after 12 years, with an ad primarily created using generative AI, demonstrating the brand's exploration of cutting-edge advertising creativity.
See More
Next Week's Market Focus: Super Bowl and Earnings Reports
- Super Bowl Event: This Sunday, the Patriots will face the Seahawks in Super Bowl LX, expected to attract a large audience and boost related advertising revenues, further solidifying the significance of sporting events in the market.
- Earnings Season Arrives: Companies like Coinbase, Ford, McDonald's, and Moderna will report earnings next week, with analysts focusing on McDonald's same-store sales, which are expected to rise due to promotional activities, reflecting consumer demand for value products.
- Economic Data Release: The delayed January jobs report will be released on Wednesday, with economists forecasting the addition of 70,000 jobs in the U.S., providing the market with the latest dynamics on the labor market.
- Inflation Indicator Focus: The Consumer Price Index (CPI) will be released on Friday, with the market closely monitoring this key indicator's impact on future economic outlook and Federal Reserve policy, potentially influencing interest rate decisions.
See More
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Super Bowl Significance: The Super Bowl is the most-watched annual televised sporting event in the U.S., making it a crucial time for retail sales.
Retail Peak for Snacks and Beverages: The week leading up to the Super Bowl sees a surge in sales for snack and beverage brands as Americans prepare for gatherings.
See More
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- Revenue Decline: According to the Distilled Spirits Council, U.S. spirits supplier revenue fell 2.2% to $36.4 billion in 2025, reflecting the impact of economic pressures and weakened consumer confidence on discretionary spending.
- Volume Growth and Consumer Shift: While overall volumes rose 1.9% to 318.1 million 9-liter cases, the revenue decline indicates a shift towards lower-priced spirits as consumers cut back on premium purchases, highlighting a significant change in market consumption patterns.
- Premixed Cocktails Surge: Sales of premixed cocktails increased over 16% year-on-year to $3.8 billion, indicating a consumer preference for lower-priced options, with this category more than doubling its market share since 2021.
- Export Challenges: U.S. spirits exports fell 9% year-over-year in Q2 2025, primarily due to trade tensions and tariff uncertainties, prompting industry leaders to call for the reinstatement of zero tariffs to foster growth.
See More
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- Carlsberg's Strategic Success: Carlsberg's acquisition of Britvic for £3.3 billion has positioned non-alcoholic beverages as a core growth pillar, doubling its soft drinks business to about 30% of total sales, significantly enhancing overall earnings performance.
- Brand Portfolio Expansion: The acquisition broadens Carlsberg's reach into low- and no-alcohol occasions through brands like Robinsons and J2O, along with new Pepsi bottling territories, achieving cost synergies ahead of schedule.
- Anheuser-Busch's Non-Alcohol Strategy: Anheuser-Busch is actively promoting Budweiser Zero and Corona Cero to appeal to Gen Z and moderation-minded drinkers, with non-alcoholic beer growing faster than traditional brands, despite representing only 7% of global volume.
- Heineken's Market Innovation: Heineken has built a fast-growing segment with Heineken 0.0 and Sol 0.0, now accounting for over 4% of its portfolio, while pairing product innovation with marketing efforts to destigmatize non-alcoholic choices across multiple regions.
See More
