Going into the New Year, many consumers participate in New Year’s resolutions. A growing trend, in conjunction with resolutions, is Dry January. For the entire month of January, participating consumers abstain from drinking alcohol.

Regardless of their reasons for being sober, consumers are increasingly turning to non-alcohol, low-alcohol and alcohol free beverages.

One such company in this non-alcohol segment is the Calgary-based Partake Brewing. Sara Ross, vice president of marketing at Partake, notes that the non-alcohol beer market is rapidly growing.

She says factors like health consciousness, better health choices and better-tasting products are contributing to this jump in popularity.

“Breweries are investing in innovative brewing techniques to create non-alcoholic craft beers that taste as good as their traditional counterparts, fueling the market’s rapid growth,” Ross adds.

Overall, she says that the craft beer market is enduring a period of change shaped by evolving consumer habits and preferences.

“While some individuals are choosing to reduce their alcohol intake, this shift offers an exciting opportunity for craft breweries to innovate and connect with a broader audience,” Ross explains. “Many brands are rising to the occasion by introducing non-alcoholic options, experimenting with unique and exciting flavors, and focusing on inclusive, forward-thinking approaches. As preferences shift, craft beer brands are exploring new ways to cater to a diverse and evolving customer base.”

When describing consumer trends, Ross notes that there is a growing demand among consumers for lower alcohol and health-conscious options, as more drinkers focus on moderation and wellness.

“An increasing number of consumers are looking for beverages that allow them to do more without being held back by the downsides of alcohol,” she says.

A new, non-alcohol brew 

In 2017, Ross says that Ted Fleming rewrote the rules of non-alcohol beer when he bottled up his first test batch of his original signature style 10-calorie IPA. At the time, Fleming was diagnosed with a medical condition that stopped him from enjoying one of his favorite beverages: craft beer.

“When looking for alternatives to sip on during beer occasions with his friends, he found nowhere to turn,” Ross explains. “This motivated him to do what others said was impossible at the time — brew a great-tasting, non-alcoholic beer that was true to style and with unbeatable nutritionals. Now, Partake Brewing has grown from a big idea in Ted’s garage to a formidable North American craft beer brand, expanding rapidly since 2017 across both Canada and the U.S.”

Partake is currently the No. 1 non-alcoholic craft beer in Canada, Ross adds, and is distributed across 21 states in the U.S.

“At Partake Brewing, brewing craft non-alcoholic beer is all that we do,” she states. “We have perfected a proprietary brewing method over many years that enables us to craft great-tasting, non-alcoholic beers with just 10 to 30 calories per can.”

Partake’s lineup includes a variety of craft beer styles: IPA, Pale, Blonde, Hazy IPA, Peach Gose and even seasonal options like the Oktoberfest brew.

“We always make sure our drinkers have lots of choices to explore within the world of craft, non-alcoholic beer,” Ross shares.

Partake’s most recently released variety is a small batch, limited-edition seasonal brew: Juicy IPA.

“At just 25 calories per can, we crafted an IPA filled with a ‘juicy’ flavor profile achieved through the use of our hops and no added flavors,” Ross says. “The beer’s taste is bursting with vibrant citrusy notes and delivers fruity aromas on the nose. We always listen to feedback from our drinkers and know that they love our past IPA innovations, like our popular Hazy IPA.”

The brewery wanted to continue to deliver unique styles that its drinkers and IPA lovers alike would find highly sessionable, exciting and flavorful, Ross adds.

Partake’s beers can be found at more than 5,000 retail locations across the United States and Canada, as well as online at drinkpartake.com.

“We also offer online subscriptions with free shipping, discounts and other perks — so our customers are always stocked up on their favorite non-alcoholic beers,” Ross states. “We are constantly working to expand our distribution footprint across both Canada and the U.S. so our drinkers can conveniently find us wherever they shop.”

Ross also notes that Partake is one of the few brewers in North America that is B Corp certified.

“We are extremely proud of the groundwork we have laid in order to be part of a global community of businesses committed to social and environmental standards and creating a better future,” she says. “We focus on better practices so we can deliver a product to our drinkers that doesn’t just taste good, but has a positive impact.”

As the non-alcohol craft beer segment continues to evolve, Ross again says it is driven by changing consumer preferences, innovative concepts and a growing focus on healthier lifestyles.

“With more choices and more great tasting options, we see its popularity continuing to rise and capture a larger audience who is interested in exploring a lifestyle of flexible drinking,” she concludes. “Looking ahead, we’re excited to be part of a rapidly growing industry and continue to share more great-tasting and innovative beers with consumers.”