Non-alcoholic beverage cans gain momentum in the Estonian market

The beer and non-alcoholic beverage market is growing strongly in Estonia, driven by a clear shift in consumer preferences. The country’s leading breweries are reporting significant increases in sales of these products, which are gaining ground against traditional alcoholic beverages.

At Saku Brewery, one of the country’s largest producers, sales of non-alcoholic beer have tripled since 2017, while the overall non-alcoholic beverage category—including beers, ciders, and long drinks—has nearly quadrupled. According to Jaan Härms, a member of the company’s board, the Estonian non-alcoholic beverage market “has completely changed in recent years,” leading the brewery to significantly expand its portfolio.

The evolution of the product range reflects this trend. In 2017, Saku offered only seven non-alcoholic products: six beers and one cider. By 2024, the range exceeded twenty products, with 23 items: 16 beers, five ciders, and two long drinks. Last year, these beverages already accounted for 4% of the company’s sales in the national retail market.

A similar evolution is observed at A. Le Coq, another of the country’s major breweries. Its CEO, Jaanus Vihand, confirms that the consumption of non-alcoholic beverages continues to grow and that the company’s strategy involves increasing the weight of these products both within the beer category and across its entire offering. “Less alcohol, smaller formats, and fewer additives” is the principle guiding the development of new products, he explains.

Data from the Estonian Institute of Economic Research (EKI) supports this trend. In 2024, 66% of respondents reported having consumed a non-alcoholic beverage, compared to 61% the previous year and above the average of the last five years. Non-alcoholic beer remains the most popular option: 41% of consumers claim to have consumed it at least once during the past year.

Among the most in-demand products, non-alcoholic lager-style beers stand out. In the case of A. Le Coq, the Premium and A. Le Coq 0.0 products lead preferences, while at Saku Brewery, the highest volumes correspond to national lagers, with Saku Rock Zero as its best-selling non-alcoholic beer.