Crafting the Future of Beer
How zero-alcohol beers are changing drinking culture globally
Ric Edelman: It's Monday, May 20th. On today's show, sales of non-alcoholic beer are soaring. Have you had a zero zero beer? It's all I drink anymore. Zero zero, actually technically zero point zero, referring to the alcohol content. Non-alcoholic beer used to taste awful, but they've really gotten good at it. And avoiding alcohol is also good for you.
These beers are also much lower in calories, so there's that. And with today's focus on health more than ever, more people than ever are turning to non-alcoholic beer. They're also called zero beers, or as I like to say, zero zero, for 0.0% alcohol. Everybody's got a zero beer these days. Heineken has a 20% market share of zeros. Partly because Heineken's got a really good reputation as a quality beer, but also because Heineken was one of the first of the new waves of the zeroes. O'Doul's and St. Polly Girl, they've been around forever, but they don't match the new zeroes from Budweiser, Corona, Stella. Even Guinness has a non-alcoholic version.
And that's really the point. These zero beers are not new beers. They're simply zero alcohol of the existing beers. I challenge anyone to drink a Beck's Zero and tell me the difference in taste and quality compared to its regular beer. Beck’s is one of my favorites, by the way. Stella, too. Heineken's fine. And there are some great craft zeroes, as well. I hate the Guinness zero, because I hate Guinness. And I hate IPA zeroes, because I hate IPAs. That's really the point. If you like some brand's beer, you're gonna like their zero beer. And I'm not the only one who feels this way.
Sales of non-alcoholic beer are up 32% this year. Heineken zero zero is now sold in 110 countries, including China. Europeans even love zero beer. Sales of zeros here in the US is only 1% of total beer sales, but in the UK it's 6%. And the most amazing part is that the fastest growth is coming from those in the ages 18 to 34 range. 20 years ago, half of 18 to 34 year olds said they drank every week. Now it's down to 38%. Researchers are trying to figure out why today's 20 somethings aren't drinking as much as we did when we were their age.
There are lots of theories. Young people today socialize more online and less in person. And no matter what George Thorogood says, drinking alone is not much fun. And marijuana is now legal in a lot of states, so these younger folks have an option that we legally didn't have. And young people today are more aware than we were about the health risks of drinking. Whatever the reason, this is all a good trend. That's what matters. And some people drink both kinds of beer. They'll have a regular beer or two, and then they'll switch to a zero, so they don't get too drunk. Zeros also let you drink beer more often, with lunch, and with your parents, because nobody will raise an eyebrow that you're drinking a zero. Beer's now nothing different from Coke or Pepsi, or any other soft drink. So go ahead, dear, have your tea. I'll have a zero.
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Ric Edelman: Hey, I’m very happy to tell you that Micheal Saylor is going to be our keynote speak at VISION, June 2-4 in Austin. Micheal, of course, is the Executive Chairman of MicroStrategy, the biggest corporate investor in bitcoin in the world. MicroStrategy owns about $12 billion worth of bitcoin and about 1% of the total global supply, and Michael is going to tell us why. Join us in Austin for this special conversation with me and Michael Saylor. Register to attend at DACFP.com - the link is in the show notes.
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On tomorrow's show, the new spot bitcoin ETFs have smashed all expectations, and I'll tell you all about it.
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