Brands activity highlights alc-free growth

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Applications for non-alcoholic brands are on the rise, with recent figures indicating significant growth in the trend.

Within three months of January to March 2022, 211 trademark applications were filed and accepted by IP Australia in category 32 (Beer). 52 of these brands were listed as alcohol-free.

In recent years, the alcohol-free market has seen significant growth with breweries and brands such as Modus Operandi Brewing’s Nort, Sobah Beverages and Mornington Peninsula contributing to the sector, which is expected to grow 31% by 2024, according to IWSR figures reported by age.

Last year, Heaps Normal successfully completed a Series A fundraising $8.5 million16 months after the launch of the brand.


Listen to the beer is a conversation episode with Ben Holdstock from Heaps Normal below:


While trademark applications indicate the growth of the trend within the industry, there have been other initiatives marking the surge.

Last week, the Independent Brewers Association (IBA) launched a webinar titled a sober discussion which includes a panel of professionals discussing the technical and safety aspects of alcohol-free and low-alcohol brewing.

Meanwhile, retailer Dan Murphy’s launched a non-alcoholic barZERO%, in Melbourne last month, with customers having the option of buying soft drinks from the bar as well as from the retailer itself.

“Australians are embracing non-alcoholic beverages more than ever, but for those still hesitant, ZERO% is the place to experience what is arguably the hottest drink trend right now in a contemporary setting,” said Alex Freudmann, managing director of Dan Murphy. said in a press release.

Although there is no guarantee that trademark applications will be approved, the high numbers from the start of the year could be an indication of what is to come in the alcohol-free sector.

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