Millennials disrupt the beer category with a taste for taste over alcohol
Once rarely seen and often derided, low or no alcohol beer seems to be entering an amber age.
This is according to research conducted by market researchers Mintel. Sample groups of between 1,000 and 2,000 people surveyed in Germany, Poland, Italy, Spain and France via Lightspeed showed a developing taste for the lighter tipple.
In Germany, where beer is lauded in the annual celebration Oktoberfest, 27 per cent of the respondents thought that low or no alcohol beer is just as good as its full strength counterpart. And with the youth, known, perhaps unfairly, for bibulous hedonism, it seems to be even more popular. Three in ten Germans aged 18-24 agreed that alcohol light or free beer the equal of regular beer. Only 9 per cent said they would be embarrassed to be seen with the softer beverage showing that stigma is certainly evaporating.
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