Sales of alcohol-free beer at Danish festivals have seen a "significant" spike, despite the setting being "one of the most challenging environments" for the category to gain traction. Jessica Mason reports.
According to new sales data from Carlsberg Denmark, non-alcoholic beer sales increased by 10.4% across Danish festivals from 2025 to 2026. This also showed that sales across the category at these events are now more than three times higher than they were in 2021.
'A natural part of celebrations and social gatherings'
Carlsberg Denmark sales director Henrik Fredvig said: "It is interesting to see alcohol-free beer increasingly being chosen in social and celebratory settings, especially at festivals, which in many ways are the ultimate prove point for alcohol-free beverages. When we see growth year after year at festivals, it tells us that alcohol-free beer is no longer something Danes only choose in everyday situations. It has become a natural part of celebrations and social gatherings as well."
The figures are based on sales across many of Denmark's largest festivals, including: NorthSide; Folkemødet; Heartland; Copenhell; Tinderbox; Roskilde Festival; Nibe Festival; Gr∅n ...