E-Malt.com News article: The Netherlands: Brewers expand into soft drinks as beer sales decline

Breweries in Amsterdam-Noord and across Europe are expanding into soft drinks and alcohol-free beverages as beer consumption continues to fall, a shift driven by health concerns, rising taxes, and changing consumer preferences, industry reports and analysts say, NL Times reported on May 29.

In Amsterdam-Noord, the brewery Oedipus Brewing, now owned by Heineken since 2023 and relocated about two years ago, a few hundred meters from its former site, is moving beyond beer production. Known for specialty beers such as Mannenliefde and Gaia, the company now also produces soft drinks under the brand Club Canette, RTL reports. The ambition, according to Oedipus director Frederik van Droffelaar, is broader distribution.

The strategy reflects a wider industry shift. Beer market analyst Francois Sonneville told RTL that breweries that once focused narrowly on beer brands have increasingly diversified. About 25 years ago, companies such as Heineken sold off non-core activities to concentrate on beer and expansion into emerging markets. That model remained successful for years, he said.

However, the COVID-19 pandemic triggered a decline in beer consumption. Although there was some recovery afterward, Sonneville said the downward trend has continued in recent years.

Structural changes are also visible in the Dutch brewing sector. Nearly 40 breweries disappeared over the past two years, according to data from the Netherlands Chamber of Commerce. The AD reported that most closures involved smaller breweries.

At the same time, consumers are increasingly shifting toward alcohol-free alternatives. Beer sales fell 3.4 percent in 2024 compared with the previous year, according to the Association of Dutch Brewers, which includes alcohol-free beer in its figures.

A spokesperson said beer sales continued to decline in 2025, while alcohol-free beer grew: 13 percent more pilsner and 27 percent more specialty alcohol-free beer were sold.

Health concerns, higher costs, and demand for novelty are accelerating the change, Sonneville said. “We have become more aware of the health effects of alcohol,” he said, adding that government taxation has also made alcoholic drinks pricier.

Other companies are following similar paths. The Belgian brewery Duvel Moortgat launched Vedett Energy earlier this year, while brewer Omer Vander Ghinste introduced the lemonade Gutlings in 2025.

Industry association CRAFT, representing about 170 independent breweries, also said that many members are now exploring alcohol-free beer and soft drinks. Manager Jitze Vellenga said limited space and investment capacity can make diversification difficult for smaller breweries.

Some experiments have failed. Lowlander in Amsterdam and Bavaria in Lieshout both previously entered the soft drink market, but their products were later discontinued. Lowlander ended production of its Botanical Sodas, which had been launched in 2022, while Bavaria stopped its FreeBrew line, introduced in 2024.

A Lowlander spokesperson said the brand’s identity had become unclear. “For consumers, it became unclear what Lowlander stood for: were we a beer brand, a ‘no and low’ beer brand, or also a soda brand?” the spokesperson said. The company withdrew its soft drinks in 2024 to refocus on low- and no-alcohol beer.

Despite setbacks, Oedipus says it remains confident. “We do not have to do this because things are going badly, but we are working on the future,” Van Droffelaar told RTL.



29 May, 2026