Beer without the buzz: Wisconsin Brewing Company expands non-alcoholic options as alcohol consumption declines

In recent years, ‘mocktail’ sections have popped up on drink menus as US alcohol consumption hits an all-time low.

Just 54% of Americans say they consume alcohol, according to a recent Gallup poll.

Wisconsin Brewing Company, known for its Lake Louie craft beer line, saw these changes in drinking habits.

“People aren’t drinking as much alcohol and the beer category as a whole is down, but non-alcoholic segments are up about 30%, so that just goes to show that there’s a huge shift in people’s preferences and lifestyle choices,” said Kevin Zerman, president of the Wisconsin Brewing Company.

They teamed up with Harley-Davidson in 2023 and released Road King, a non-alcoholic Pilsner beer.

“Specifically for Harley riders, having this product, for people that like beer, allows them to ride their ride and they can do it safely and not compromise on the flavor and quality of a great beer,” said Zerman.

Even the art on the beer can is a nod to Harley riders. It’s designed by artist ‘Dirty Donny’ Gilles in a hot rod style.

The taste of Road King is similar to a typical American Pilsner beer.

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