The bigger opportunity is not simply to launch another non-alcoholic beer. Brewers and beverage companies should rethink the offer around occasions, consumer needs and choice. NIQ’s Canadian data shows the NOLO category has reached $222 million in annual sales and is becoming a year-round category rather than a Dry January phenomenon. NIQ

How the industry can rethink its offer

1. Stop selling “less alcohol” — sell a different occasion. A 0.0% IPA positioned as “beer without...