In 2025, a new trend is becoming clear: people are drinking less alcohol, and hop water is becoming a go-to alternative. This non-alcoholic, hop-infused beverage has increased in popularity, letting consumers experience the flavour of beer without the effects of alcohol. It’s part of a broader cultural move to drink mindfully, with consumers leaning toward balance, not complete abstinence.
The trend caught the attention of John Briner, the co-founder and CEO of Tangled Beverages, which has developed a line of hop-based drinks. “People are looking for flavorful, refreshing alternatives to alcohol, and hop water meets that need perfectly. It gives drinkers the sensation of drinking a beer-like beverage without the consequences of alcohol,” says Briner.
A 2024 report by Retail Insider highlighted that alcohol sales in Canada decreased in all provinces. This trend is driven by health consciousness, changing social norms, and the expansion of non-alcoholic beverage options. Younger consumers are turning away from booze, with Gen Z and Millennials at the forefront of moderation. The taboo of declining a drink has diminished, and alcohol-free options have become a trendy and socially embraced selection.
“It’s not just about abstaining from alcohol. People are moving toward moderation instead of complete sobriety, and hop water is an easy way to stay on that path so you can enjoy the taste of a drink,” says Briner.
Unlike non-alcoholic beers, which can still contain a small percentage of alcohol and mirror traditional brewing processes, hop water is made by infusing carbonated water with hops and using natural flavours. The result is a light, crisp beverage that imparts the floral—a dash of citrusy and piney flavours—all familiar to the beer-drinking public—without the alcohol, calories, or sugar. Wellness is one of the biggest trends we see in beverages that are better for you and hop water falls right into that category.
Hop water provides many with a guilt-free treat. Completely calorie-free and free of added sugars, it appeals to health-conscious folks looking for that same rewarding experience that these craft beverages provide. The unique flavour profiles make it extremely versatile for different social occasions and stand out from standard seltzers and soft drinks due to ingredients ranging from light citrus, herbal, and earthy. As wellness becomes a priority, the appetite is growing for functional beverages—those that do more than hydrate—and hop water is becoming a front-runner in the category.
“Hop water is not just a nonalcoholic option. It’s for anybody who wants a fun, complex beverage without the alcohol buzz. It fills that gap perfectly whether you are at a social event or just chilling at home,” says Briner.
This trend has caught the attention of big beverage companies and independent brands. Supermarkets and liquor stores are allocating more space on the shelves to non-alcoholic options, which, in turn, consolidates the market presence of the beverage even more. But hop water still has awareness hurdles to clear. Many consumers don’t know the category, often mistaking it for sparkling water or thinking it’s alcoholic. As more people experiment with alcohol-free lifestyles, trial and discovery will play a crucial role in future adoption.
“Considering the rise in mindful drinking, hop water is shaping up to make a big splash,” says Briner. “People are looking for options that align with their lifestyles, and hop water ticks every box. It’s flavourful, refreshing, and in step with the way people are drinking in 2025,” he says.
Amid the moderation culture and a growing interest in savvy nonalcoholic options, Hopwater is poised for a market boom. With consumer tastes evolving, Hop Water’s ability to deliver a satisfying, unique drinking experience without the health consequences of alcohol positions it for a strong future in the beverage industry.
