The growing trend, both in Belgium and elsewhere, for low and zero alcoholic drinks shows no sign of abating.
According to latest figures, the per capita consumption in litres of pure alcohol across the 10 markets surveyed has fallen by -20% since 2000 – an indicator not only of falling consumption rates, but also of consumers switching to lower-ABV categories such as RTDs and no/low alcohol.
With this in mind, a leading beer producer in Belgium is expanding its selection of alcohol free beers.
Waterloo has expanded its range with the launch of “Waterloo NA Blonde”. a new alcohol-free blonde beer designed for those who want to enjoy a beer with character without compromising on flavour.
True to Waterloo’s DNA – for malted grains and a fruity, hoppy, and floral profile- the new beer in its large drinks staple aims to offer a “premium, authentic, and decidedly indulgent” alternative for beer lovers.
One local beer expert said, “Waterloo NA Blonde is noted for its fresh and aromatic character: mosaic, citra, cascade hops and fruity notes plus a lively character, while the blend of four malted grains (barley, wheat, oats, and rye) enhances the roundness and complexity on the palate.”
Waterloo Beer is brewed at the bustling Mont-Saint-Jean farm, which is located on the battlefield of Waterloo. The reputation of this historic site, adjacent to Waterloo, Plancenoit and Braine-l’Alleud, extends well beyond the fighting on 18 June 1815.
The overall ambition is for Mont-Saint-Jean farm to become a major tourist attraction in Belgium and the site already hosts a microbrewery, museum, bakery and shop.
Operating under the slogan “From the farm of Bravery”, the site attracts thousands of visitors and a spokesman said the new beer is seen as a “credible alternative for a new generation of choices.”
“With Waterloo NA Bonde, the brand responds to a strong trend: the desire to consume differently, without sacrificing the intensity of a real beer. It is a “premium” NA, not just a substitute.”
Its launch coincides with a growing global move to low and non-alcoholic drinks.
Acording to Bevtrac research conducted in March 2025, rates of total abstention from alcohol are largely stable versus the peak recorded in April 2023, with only China showing a higher rate of non-consumption over that timescale.
Across the top 15 markets, 22% of LDA consumers said they had abstained completely from alcohol over the past six months in March 2025, down from 25% in April 2023, but marginally up from 21% in March 2024.
IWSR, the leading global drinks data and insight provider, says people are “embracing moderation either by embarking upon periodic dry spells, or by drinking alcohol less frequently and/or intensely”.
Among the top 15 Bevtrac markets surveyed in March 2025, 41% of consumers said they had abstained from alcohol for a period of time in the past six months – up from 39% the year beIWSR is the leading global drinks data and insight provider.
IWSR adds: “The general picture is one of younger consumers exercising moderation more widely than older age groups, but the picture remains nuanced.”
