Low gravity on the rise: A sociocultural examination of low alcohol beer in the United States

Although the trend in craft brewing over the past several decades has been toward bigger, bolder brews, often positioned as a specific counterpoint to bland, light-colored, mass-distributed macro brands, "small", low gravity, and nonalcoholic beer varieties are on the rise. Using examples from the United States (US), this paper explores the increasing demand for low- to no-alcohol beer, surveying the sociocultural motivations for, and contemporary patterns of, the production and consumption of "near" or "session" beer. Based on a review of scholarly and popular literature, social media mentions, and regulatory restrictions, this paper identifies and describes the factors driving the growing demand for low gravity beers, such as: dietary and health preferences, regulation and taxation, mounting awareness and acknowledgment of the dangers of drinking and driving, and an overall decrease in social stigma associated with non-alcoholic beverages. In the competitive craft brewing industry, it is imperative that producers understand their markets. Indeed, the benefits of expanding low- to no-alcohol beer production could be significant for breweries of any size. This paper explores both opportunities and challenges associated with the rise in popularity of low- to no-alcohol beer, and traces the contours of who stands to gain from growth within this particular beer segment.