Erdinger makes a non-alcoholic beer that they’re marketing as an energy drink. It’s apparently catching on in the American biathlon circuit. The USBA president says it’s “not bad.” This is already the #1 non-alcohol beer in Germany, which I guess is like being the best non-dairy creamer in Wisconsin. It doesn’t seem like the competition is very, er, stiff.
In the U.S., though, alcohol-free beer sales have been steadily falling since O’Doul’s came out in the ’90s. Henry Schuhmacher, editor of Beer Business Daily, has an interesting take on this phenomenon: “Part of the appeal of beer is the ethanol.”