2023 Autumn Brew Review’s NA Beer Placement: Trash or Treasure?

Zero Proof Insights | Where’s the NA Beer?

Written by Cate Faulkner

In 2022, NA beer at the Autumn Brew Review was a beacon of progress, and we were so hopeful. But in 2023 it felt like taking a step back as the nonalcoholic beer and other beverage options were sidelined to the back forty and placed next to some trash bins. On top of that, the day was gloomy, misty, muddy, wet, and cold. The optics were terrible.

2023: While alcohol-lovers saw their ticket price climb from $60 to $75, they still enjoyed unlimited samples from over 80 local breweries. Non-drinkers saw a price hike too, from $15 to $25, which still felt reasonable given the leaps in quality NA craft beers have made lately—cheers to ABV Technology for helping with that!

But here's the twist: all the NA beer, generously donated by those breweries, ended up lumped together, poured mostly by volunteers at the Minnesota Craft Brewers Guild tent, with a “NON-ALCOHOLIC OPTIONS” banner hanging above two trash cans.

Inclusivity should mean offering nonalcoholic options as proudly as the alcoholic ones. At beer festivals, that's about making everyone feel welcome, whether they're drinking alcohol or not.

Hospitality extends beyond mere service; it's about creating an inclusive atmosphere where everyone (including NA ticket holders) is greeted with a welcoming smile, a friendly pour, and engaging conversation that makes all guests feel valued and respected.

IIn the spirit of inclusivity and hospitality, Minnesota breweries that have crafted nonalcoholic beers should be encouraged to pour them as proudly as their alcoholic counterparts. With data suggesting a strong consumer curiosity about nonalcoholic offerings, featuring these choices prominently is logical, essential, and supports a culture of responsible drinking.

Placing NA beer at the back of the MN Craft Brewers Guild tent required NA ticket holders to make a considerable journey to refill their glasses with NA samples. This trek, which involved navigating through mud, disrupted the experience, pulling attendees away from the seamless immersion in camaraderie, music, and culinary delights, undermining the collective atmosphere these gatherings strive to create.
Frequently, our observations highlighted a solitary individual making the trip to access the NA beer samples, and then journey back to rejoin their companions. This underscores how this single placement of NON-ALCOHOLIC OPTIONS actually separates individuals from their group for the sake of a beverage choice.

The day was gloomy, misty, muddy, wet, and cold. The optics were terrible.

By conveniently placing these choices within easy reach enhances overall enjoyment and advances a message of mindful consumption—it's a simple yet transformative act.

In 2022, Ursa Minor Brewing's NA Time NA Where Cream Ale left a lasting impression on us, it’s a great NA beer! In 2023, upon visiting their tent, we discovered they had generously donated two cases of NA beer to the Guild. Regrettably, despite our diligent search, those cans were “NO Where” to be found.

In 2022 Ursa Minor Brewing from Duluth served a lot of their NA Time NA Where Cream Ale to guests at their tent.

The Minnesota Craft Brewers Guild’s tent had somewhat of central location at the festival although the available area on Boom Island is quite large and can host up to 30,000 guests. Beer tent sections extended well over 100 feet long. This provided map is not to scale.

Non-alcoholic options were at the back of the MN Craft Brewers Guild tent necessitating a significant trek for attendees enjoying festival, soaking in the camaraderie, music, and culinary delights to get another NA sample in their glass.

At the Lupulin Brewing tent, our friend, Jeff Zierdt, Cofounder and CEO was hands-on with the rest of his team, pouring their newly dealcoholized NA Amber Lager with gusto and a smile! The difference was night and day—it was engaging, communal, and fun! That’s the experience we're craving, the one that truly feels inclusive.

Jeff Zierdt, Lupulin Brewing and all of his staff showed genuine enthusiasm for their new NA Amber Lager.

Brewers serving NA beer can serve it at their own tents and at the Guild’s tent - sans trash cans. Add a chalkboard with a list and location of all the NA beers + tent numbers and keep it updated—nothing fancy, just functional.

On the banner hanging at the Minnesota Craft Brewers Guild's tent, there are answers to the seven most frequently asked questions.

Question #1: What is the Minnesota Craft Brewers Guild?

Answer: The MNCGB is “dedicated to helping market, educate, and advocate for breweries in the state of Minnesota”.

Minnesota Craft Brewers Guild’s banner with answers to the most frequently asked questions.

Here are two more questions for the Guild:

Did you know that the latest research from NCSolutions, NYC, January 2024, reveals that 41% of Americans are trying to drink less alcohol?
How will this insight shape your support for Minnesota breweries in terms of promoting and offering more NA Beer at your events?

Another banner at the Guild's tent revealed the 2023 winners of the MN Brewer's Club, a statewide blind taste test competition for Minnesota breweries and brewpubs. It was disheartening to find nonalcoholic beer completely overlooked—no mention at all!

10.14.23 Winners of the MN Brewers Cup 2023 posted at Autumn Brew Review - where’s the NA beer?

In the wake of global progress in the NA beer sector, the stark absence of any NA category recognition for theses awards is particularly glaring, especially when ABV Technology, a pioneer in the craft dealcoholization process, was hailed as an Outstanding Allied Trade Member. This oversight underscores the urgent need to recognize the innovative process of making NA craft beers as an integral part of brewing excellence.

The Minnesota Craft Brewer’s Guild should take page from this playbook…

In groundbreaking news, the International Olympic Committee has partnered with Anheuser-Busch InBev to announce Corona Cero, a zero alcohol beer, as the official global beer sponsor for the upcoming Olympic Games:

2024 Paris Summer Olympics
2026 Milan Winter Olympics
2028 LA Summer Olympics

This pioneering move shows how AB InBev is setting an example for others by recognizing the diverse needs of the Olympic audience—billions from various backgrounds, including those who prefer or require nonalcoholic beverages. Michel Doukeris, CEO of AB InBev, articulates this vision, positioning beer as "the beverage of moderation and choice."

This partnership represents a significant shift in the beer industry, highlighting Corona Cero's commitment to choice and a health-conscious lifestyle. The move is not merely about offering an inclusive and responsible consumption option but also about celebrating the social experiences that bring people together.

And this is NOT about taking alcohol out of the picture; it's about equality and inclusivity. There's a global shift towards mindful alcohol consumption and moderation, reflecting the growing ethos of the NA Movement. This trend is propelling the NA beer category forward, highlighting the value of moderation in our drinking culture.

This is more than just serving drinks; it's about serving a nonalcoholic beverage option with the same *casual finesse* as their alcoholic counterpart.

This significant endorsement is not just a nod to the present but a beacon for the future, illuminating the path for nonalcoholic beverages to stand shoulder to shoulder with their alcoholic counterparts at events across the globe. This is more than a fleeting trend; it's a pivotal shift, showcasing the NA Movement's progression towards an inclusive and diverse drinking culture.

The love for beer and breweries runs deep in Minnesota.

With hopeful hearts and eager spirits, we look forward to Autumn Brew Review 2024, set for Saturday, October 12, 2024. Join us on our third annual quest to discover and honor the unparalleled quality of Minnesota's NA craft beers. The love for beer and breweries runs deep in Minnesota, a true passion for many. And recent data reflects a growing appreciation for nonalcoholic beers that, propelled by innovation, achieve parity with alcoholic brews, sans the ethanol. Here's to a future where every sip, NA or not, is celebrated!