South Korean catering firms see rise in non-alcoholic beer offerings

Major South Korean food service providers are increasingly incorporating non-alcoholic beer into corporate and institutional cafeterias. Hyundai Green Food reported a 32% increase in the provision of non-alcoholic beer between January and August of this year compared to the same period last year. The rise is attributed to the beverage being paired with special menus, such as chicken, during major sporting events like the FIFA World Cup.

Because non-alcoholic beer is classified as a soft drink due to its lack of alcohol content, it has gained popularity even in military dining facilities. Other industry players are following similar trends: CJ Freshway saw a 43% increase in non-alcoholic beer purchases in 2023 compared to 2021, while Samsung Welstory conducted large-scale promotions during the World Cup. Ourhome has utilized the beverage to create festival-like atmospheres through DJ performances.

Industry experts suggest this shift is driven by the ‘Healthy Pleasure’ trend, where consumers seek to manage health without sacrificing enjoyment. While most companies currently treat non-alcoholic beer as a specialty item for events or special menus rather than a standard daily staple, the trend is expected to continue as companies seek to differentiate their dining experiences.