The Rising Influence of Rising Affluence

[Bickema]

Within the beer market, I've wondered why non-alcoholic beer hasn't done better than a low single-digit market share. These products used to be promoted, but it's been a long time since I've seen an ad for one.

Here's some info for you in regards to your questions:

Beer critics say a key reason why zero alcohol beer has failed on previous occasions is taste.

Heineken brewmaster Willem van Waesberghe said many previous and existing non-alcoholic beers were too sweet and malty, either because the fermentation process was cut short or because flavours were lost as alcohol was boiled off.

Van Waesberghe recognizes that a beer without alcohol will not taste the same, but believes the company has found a brew that recreates some of the fruity, bitter and acidic tastes found in a normal 5% Heineken.

http://www.businessinsider.com/r-heineken-targets-global-leadership-with-new-zero-alcohol-beer-2017-5

From this article I would surmise that non alcoholic beers are going to be making a push here to offset the decline in per capa drinking.

It will also be interesting to see if Brewers start making acquisitions outside of the beer and wine and liquor space.