Non-Alcoholic Beer Is Becoming Part of More Moments Throughout the Day: Taste and Flexibility Are Gaining Ground, While Road Safety Remains a Key Factor
Bucharest, 21 October 2026 – Non-alcoholic beer is strengthening its position among Romanian consumers, gradually moving beyond its role as a simple alternative in situations where drinking alcohol is not an option. A recent study highlights how the category is evolving: alongside situations in which alcohol cannot be consumed and the ability to drive safely, taste and flexibility of consumption are becoming increasingly important. A significant 44% of consumers continue to choose non-alcoholic beer when they prefer not to drink alcohol, while 42% cite the ability to drive safely. Beyond these functional motivations, however, taste and flexibility are gaining increasing relevance: 31% of consumers appreciate its taste, similar to that of traditional beer, while 28% value the possibility of drinking non-alcoholic beer at any time of day. The study was conducted by Reveal Marketing Research, commissioned by the Centre of Beer Studies, and examined Romanian consumers’ non-alcoholic beer consumption habits.
The importance of responsible drinking habits is particularly pronounced among people aged 35-44, with 53% citing this motivation. The ability to drive safely is also especially relevant among those aged 35-44 (52%), women (48%) and people aged 25-34 (46%). Among young people aged 18-24, this reason was mentioned by 30% of respondents.
Consumption flexibility is more important among people aged 25-44, with this motivation reaching 31-32%. At the same time, 24% of consumers report drinking non-alcoholic beer at lunchtime or during working hours, an increase of 3 percentage points compared with last year.
“Non-alcoholic beer is already a natural choice for most consumers when alcohol is not an option, while the growing importance of taste and the flexibility to enjoy it at any time-of-day point to a category that is becoming increasingly mainstream, with consumption occasions continuing to diversify. In other words, it is clear that non-alcoholic beer has become part of everyday routines, rather than merely an exception,” said Alin Popescu, Secretary General of the Centre of Beer Studies.
A Natural and Responsible Choice
With 54% of Romanians reporting that they drink non-alcoholic beer frequently or occasionally in situations involving driving, rising to 60% among men, social perceptions further confirm this trend. When someone in a group of friends chooses non-alcoholic beer, 40% of respondents consider the choice “perfectly natural.” Acceptance is even higher among people over 55, reaching 45%.
Responsibility is the second most prominent association: 34% of respondents believe that someone who chooses non-alcoholic beer is making a responsible choice, with perceptions relatively consistent across genders and age groups.
60% of Romanians Would Recommend Non-Alcoholic Beer
Willingness to recommend the category confirms its established role as an alternative when alcohol is not an option. 60% of respondents say they would be likely or very likely to recommend non-alcoholic beer to someone who is about to drive or who cannot consume alcohol for other reasons. Women are even more inclined to recommend the category, at 63%, compared with 56% of men.
“Overall, the data point to a category that is gradually expanding its relevance: from a solution chosen when alcohol needs to be avoided to a beer alternative that can meet a wider range of consumption needs and occasions,” said Marius Luican, General Manager of Reveal Marketing Research.
Non-Alcoholic Beer Associated with Taste, Refreshment and Responsibility
When asked which word they spontaneously associate with the phrase “non-alcoholic beer,” respondents gave answers reflecting both positive perceptions and the category’s practical benefits. “Good” was the most frequent association, followed by “responsibility.” Other words mentioned included “refreshing,” “safety” and “taste.”
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About the Market Research
Methodology: The Reveal Marketing Research study was conducted online in September 2026, using a representative sample of 1,009 internet-using respondents aged 18 and over, from both urban and rural areas.
About the Beer Study Center
The Beer Study Center is an interdisciplinary initiative that explores the social, cultural, and historical depth of beer consumption in Romania. Its activity focuses on the role of beer as a social glue – a beverage that, for centuries, has brought people together through stories, traditions, and shared moments. The Center’s objective is to investigate and promote how beer contributes to social well-being, the formation of interpersonal relationships, and the building of communities in both traditional and modern contexts.
The Beer Study Center is the result of the efforts of its three founding members: Dr. Corina-Aurelia Zugravu, Professor, PhD, at the “Carol Davila” University of Medicine and Pharmacy (UMF), who also serves as the President of the Center; Dr. Alin Popescu, primary care physician in sports medicine and nutrition consultant, serving as Secretary General; and Dr. Mihaela Begea, PhD in Engineering Sciences.
The Center was previously known as the Center for Studies on Beer, Health, and Nutrition, an entity that, for 12 years, carried out sustained and relevant research in Romania focused on evaluating the nutritional effects of moderate beer consumption on the body. The new name, however, reflects the current scientific interest of the three founding members in exploring another vital dimension of beer: its role as an important ingredient for a balanced adult life.
Contact:
Raluca Niculae
Communications Manager, Beer Study Center
Email: raluca.niculae@studiidesprebere.ro
Website: https://studiidesprebere.ro/
Phone: 0723 54 57 36