Representations of Low(er) Alcohol (Craft) Beer in the United States

Abstract

Given increasing social interest in health and wellness, rising cultural trends toward sobriety and moderating alcohol intake, and improvements in brewing technology, low(er) alcohol beer is a rising segment in the beer industry for both craft and larger-scale producers. In this paper, we assess the representation of low(er) alcohol beer among craft brewers in the United States. Using a novel quantitatively-informed qualitative analytical approach, we surveyed a randomized, non-representative sample of 400 craft brewery websites in the United States to assess the relative presence of low(er) alcohol beers as well as how these brews are represented by the breweries themselves. To do so, we recorded, both numerically and via website screenshots, the lowest ABV beverage on offer and noted the beer type, the beer name, and the ABV. Ales were the most prominent style of beer on offer, accounting for 62% of the low(er) ABV beers identified. Only 15.5% of the breweries surveyed in this study offered a beer with an ABV of less than 4%; however, an additional 67.9% offered a beer with an ABV of less than 5%. The representations of these low(er) alcohol products focused mostly on taste, health, and demographic indicators.