COORS EDGE, NON-ALCOHOLIC BEER SEGMENT TAKES OFF

Coors Edge has carved out a niche in the burgeoning non-alcoholic beer market since its introduction in 2019. Now this segment is experiencing a dizzying growth especially in the last three years, reaching a new peak in 2021 with $236 million in sales.

As more consumers shift toward lower-alcohol, lower-carb and lower-calorie options, the opportunity for non-alcoholic beers like Coors Edge is endless, Rose contends. Bleakley, associate marketing manager for Coors Edge. In data, it translates into a 24% growth over the previous year and almost 72% since 2019. And Coors Edge has ridden the wave, increasing sales by 49% which translates to $7.3 million from in 2021, with volume growth of 38% during that same period, according to IRI.

“This category is booming and there is a lot of competition. But Coors Edge is holding strong. It’s full of untapped potential. Coors Edge is not a Heineken 0.0 that is investing a ton of marketing dollars. This is a brand that stands on its own. It has a loyal audience that wants a non-alcoholic beer that tastes like beer,” Rose adds.

More than one-third of U.S. consumers buy low- or non-alcoholic products, and 30% of those drinkers joined in the last two years. Overall, the current U.S. alcohol market is worth about $2.2 billion per year and is expected to grow by 28% by 2025.