At Pukkelpop, 1 in 20 beers sold was alcohol-free

François Remy
Aug 28
2 min read

The Alken-Maes brewery group, a partner of the Limburg music festival, saw sales of its 0% alternatives to beers soar during the last edition.

"Non-alcoholic drinks are definitely on the rise. That's why, together with our partner Cristal Alken, we'll even be offering a 0.0% pilsner on tap starting this year," Pukkelpop spokesperson Frederik Luyten told us a month before the event .

The sale of non-alcoholic beers was indeed a success at the anniversary edition of the festival, the Alken-Maes brewery confirmed to the regional newspaper Het Belang van Limburg .

Key points to remember:

Significant increase: Nearly 5% of the beer sold during the event was the 0.0 alcohol-free version, representing an 800% increase compared to the previous year. This dramatic percentage change is largely due to improved availability. Sold exclusively in bottles or at a few points of sale in 2024, the alcohol-free beer was this time also available on tap at each drinks stand.

Technical innovation: Alken-Maes has used new tapping facilities specially designed for 0% beer to avoid any risk of alcohol formation during storage or use. The group announced the deployment at the beginning of the year, starting with football clubs .

Reflecting the national trend: The 5% market share achieved during Pukkelpop corresponds to the trend observed in the non-alcoholic beer market in Belgium.
Continued growth: Confirming the growing consumer interest in non-alcoholic beverages, the brewery anticipates further growth in this sector.

The data provided by Alken-Maes confirms the changes observed in soft drinks in particular and healthier food in general. “We are also seeing a growing demand for mocktails. Non-alcoholic drinks are more popular than ever,” the Pukkelpop spokesperson previously told us. “There has been a huge evolution in the last twenty years, both in drinks and food. Our visitors demand a wide choice, including vegetarian, vegan, and healthy alternatives.”