In the 2010s, the coffee world had a motto: “death before decaf.” Decaf was the neglected pot left sitting out all day because it never had to get refilled. It was the thing you ordered when your doctor told you to.
Non-alcoholic beer had a similar reputation.
Then something changed. NA beer went from a sheepish bar order to one of the fastest-growing corners of the beverage aisle. The lesson: sometimes people just want the ritual, not the buzz. Or maybe a latte in the morning, not the jitters that come with it.
How Did Non-Alcoholic Beer Become So Popular?
While regular beer has been slipping, non-alcoholic beer has grown by double digits every year since at least 2021. From 2021 to 2025, NA beer volume sales more than doubled, rising 111%, according to the Brewers Association.
But the most interesting number isn't about growth. More than 90% of people who buy non-alcoholic drinks also buy alcoholic ones.
In other words, NA beer didn't win by converting people into non-drinkers. It won by giving people a choice. A beer at the game, an NA at the work happy hour. Moderation, not abstinence.
Is Decaf the Next Big Thing?
It looks that way. Most decaf drinkers aren't decaf-only. In a 2026 survey by Drive Research, about three in four decaf drinkers said they also drink regular coffee. Just like NA beer drinkers, they aren't quitting. They're choosing when they want the caffeine and when they just want the coffee.
Younger drinkers are leading the way. Gen Z and Millennials are more likely to drink coffee all day long instead of just in the morning, and decaf is what keeps the afternoon latte on the menu.
Decaf Finally Tastes Good
NA beer didn't take off until it actually tasted like beer. As one NA brewery founder told Forbes, "The world didn't need a slightly better O'Doul's." It needed a great beer that just happened to have no alcohol. Decaf is having that same moment.
For years, decaf had a quality problem. Roasters often treated it as an afterthought, and coffee lovers could taste it. That's changing fast. Gentler, chemical-free methods like water processing have become far more common, and specialty roasters now treat decaf as a craft in its own right.
The proof: in 2024, Weihong Zhang of BlendIn Coffee Club won the US Brewers Cup using a decaf, the first time a decaf had taken the title in the competition's 20-year history. Ten years ago, that would have been unthinkable.
So Why the Gap?
Here's where the stories split. NA beer now has brands built entirely around it, stocked in grocery stores, stadiums and gas stations across the country. You can grab one anywhere.
Decaf hasn't caught up yet. There's great decaf at your local café and great beans to brew at home. But walk up to a grocery store cooler looking for a decaf latte you can grab and go, and you'll come up empty.
That's why I'm building Unfazed, creamy decaf lattes made with lactose-free whole milk, in vanilla and caramel, ready whenever you are. We're launching in early 2027.
It's the decade of decaf. I'd love for you to come along for the ride. Join the list for launch news and 10% off your first order.
– Allison, Founder