Sales of non-alcoholic beers in France have grown by 35% in volume by the end of August compared to the same period last year, according to Louis Pourbaix, marketing manager for breweries Goudale and Saint-Omer. This increase is linked to rising consumer demand and a broader range of products available in the market. Major beer brands, including Kronenbourg, 1664, Affligem, Heineken, Hoegaarden, Leffe, and Grimbergen, now offer 0.0% alcohol versions of their popular brands, catering to a growing number of consumers seeking alternatives to traditional alcoholic beverages. According to Circana, a market research firm, sales of non-alcoholic drinks in France rose by 11.6% year-on-year from January to August, with a more significant increase of 17.8% during heatwave weeks. Non-alcoholic beers specifically saw a 11.9% year-on-year increase from January to August, compared to 18.5% during heatwave weeks. This growth was more pronounced for non-alcoholic beers than for other non-alcoholic drink categories, such as non-alcoholic still wines (+19.6% year-on-year, +20% during heatwave weeks), non-alcoholic sparkling wines (+12.1% year-on-year, +12.6% during heatwave weeks), and non-alcoholic spirits (+2.7% year-on-year, +4.1% during heatwave weeks). Sarah Sasso, a consultant at Circana, said the increase in non-alcoholic beer sales was "mainly due to the heatwave," though it is difficult to separate the effect of the heatwave from the overall growth trend. Louis Pourbaix, from Goudale and Saint-Omer, echoed this sentiment, stating that it is challenging to determine how much of the sales increase is due to the heatwave versus the market's general growth. Vincent Barraud, marketing director of the Alsacian brewery Meteor, confirmed the significant growth in non-alcoholic beer sales, with their 0.0% IPA being a key driver of this trend. However, he also acknowledged the difficulty in isolating the impact of the heatwave from other factors. According to a study by FranceAgriMer, non-alcoholic beer had a market penetration rate of 32% in 2025, compared to 5% for non-alcoholic still wine, 3% for non-alcoholic sparkling wine, and 5% for non-alcoholic spirits. This suggests that non-alcoholic beer is becoming a more mainstream choice among consumers. In addition to the heatwave, a general shift in consumer preferences favoring beer over wine and spirits has contributed to this growth. Beer is often seen as a more relaxed, accessible, and affordable option compared to wine and spirits, with lower alcohol content. A study by FranceAgriMer published in December 2024 showed that the quantities of still wines, sparkling wines, and spirits purchased by a household have decreased between 2007 and 2023, while beer consumption has increased significantly. In 2023, a French household bought 24 liters of wine and 26 liters of beer, compared to 42 liters of wine and 21 liters of beer in 2007.