European brewers drive growth of non‑alcoholic functional drinks

The Italian brewers’ association AssoBirra presented its 2025 Annual Report, showing that total beer consumption in Italy held at around 21 million hectolitres, only a slight decline from pre‑pandemic levels. While overall demand stagnates, the no‑low‑alcohol segment surged, expanding its market share from 2.1 % to 3.9 % between 2024 and 2025 – an increase of over 85 %. The sector supports more than 112,000 jobs and generates over €10 billion of shared value.

At the same time, major European brewers are launching functional non‑alcoholic beverages. Heineken UK introduced Outd00r Brewing, an isotonic lager‑style soft drink with electrolytes, magnesium and vitamin C, marketed to active consumers as a low‑calorie sport drink. In Spain, Mahou San Miguel released YUZZ, a low‑calorie, hyaluronic‑acid‑infused drink aimed at skin‑care benefits, sold online and gradually in stores. The Dutch Trappist brewery De La Trappe revived Ariston, a historic non‑alcoholic soft drink originally produced during World II. These launches reflect a broader shift toward sobriety and functional beverage consumption, a segment estimated to grow 6.8‑7 % annually in value.