Non-alcoholic beer in spain. Keys to its success and future challenges. Teaching Note

Non-alcoholic beer in Spain is an international reference because it is the country where it has the largest market share, close to 12% of the beer market, compared to 4% in countries with high consumption such as Germany. This case study analyses the keys to its growth since its launch in the 1970s, as well as the challenges it faces in the future, whether demographic, tax or regulatory. The role of brands, communication, competition, changes in trends or consumer habits, among other factors, is analysed and discussed