Bar and restaurant owners have been navigating a new reality when it comes to consumer behavior. Non-alcoholic beverages have been increasingly popular in Brazil.
As proof, sales of non-alcoholic beer topped 480 million liters, a 24% increase over 2022, according to the Rio de Janeiro Supermarket Association (ASSERJ), citing data from Euromonitor International.
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One person who's noticed the shift is Tolentino Neto, owner of the restaurant Marido na Cozinha, in Cuiabá, in the state of Mato Grosso. “Mainly because of the law now requiring zero alcohol for anyone driving. When a couple comes in, there's always a designated driver for the group. So the designated driver usually orders a non-alcoholic drink,” he says.
He also talks about how younger people view excessive alcohol consumption. “I've noticed younger people are smoking less and steering clear of alcohol. They're after a better quality of life, more longevity. I think that's a factor driving sales of non-alcoholic drinks,” he adds.
Alan Marcondes, managing partner at Bacco Destilados in Mato Grosso, agrees this is a new moment for bar and restaurant customers. “The alcoholic beverage market as a whole has already been shifting toward non-alcoholic versions, given the growing demand from consumers, and it's no different with spirits,” he notes.
For him, the public's embrace of non-alcoholic drinks has been very strong — even faster than he expected. “There's pent-up demand out there, and we don't even know how big it really is,” Alan says.
Alan also points out that the food-service industry has already been adapting to this demand. “Many establishments already have a menu with non-alcoholic drink options. Non-alcoholic cocktails are usually made with syrups and juices. With non-alcoholic spirits, we're bringing a whole new range of flavors and options to meet this demand and surprise customers,” he concludes.
The non-alcoholic drinks market, once seen as a niche, is now establishing itself as a strong option in bars and restaurants. Younger generations, especially those born from 2000 onward, have been driving this shift, adopting healthier habits and cutting back on alcohol in search of a better quality of life.
This has pushed establishments to get creative with their drink menus, offering a wider range of options that address both this health-conscious demand and the requirements of zero-tolerance drunk driving laws.
On top of that, this trend represents a growth opportunity for the industry, which sees non-alcoholic drinks not just as an alternative, but also as a new way to build loyalty and attract a more conscious customer base focused on well-being.
