A trend that is transforming Czech beer and wine culture

Non-alcoholic beers are thriving not only thanks to healthy lifestyles, but also due to changes in the weather. Plzeňský Prazdroj commissioned a survey that confirmed a simple truth: as the outdoor temperature rises, so does the appetite for non-alcoholic beer. When the temperature is below 19 °C, approximately 30 per cent of people prefer non-alcoholic beer, but as soon as the temperature exceeds 30 degrees, this figure rises to two out of five people, and on tropical days above 30 degrees, it is as high as 77 per cent of consumers.

Climate changes tastes: why hot weather favours non-alcoholic beer

At the same time, it is clear that as the heat increases, interest in lagers, stronger beers or top-fermented specialities such as IPA or ALE decreases. Czechs most often refresh themselves with lagers in the heat, but when the mercury rises even higher, non-alcoholic beer becomes the winner.

“Consumption of non-alcoholic beers increases significantly when the temperature rises, reacting more to the weather than classic lagers or light beers. We can exaggerate and say that their popularity is helped not only by a healthy lifestyle, but also by climate change,” comments Roman Trzaskalik, commercial director of Plzeňský Prazdroj.

From Pito to Birell and fruit varieties

In the 1970s, Pito was launched, the first Czech non-alcoholic beer for drivers. The name comes from the combined syllables of the words beer and car, and at the time it was considered a novelty. Today, non-alcoholic beer is produced in many Czech breweries, which offer various variants – classic lagers, wheat beers and fruit versions.

Birell has become a symbol of the modern era of non-alcoholic beers, a Czech brand that is the market leader and is produced by Plzeňský Prazdroj. The Bernard Brewery has attracted attention with flavoured varieties such as Višeň (sour cherry) and Švestka (plum), and new products such as Birell Botanicals are emerging, combining the delicate taste of beer with herbs and fruit.

How is non-alcoholic beer brewed?

Brewing alcohol-free beer is not easy for Czech brewers. Alcohol adds an important flavour to the drink, and when it is missing, producers have to find other ways to “round off” the beer so that it is not bland. Nevertheless, there are times when non-alcoholic beer is a great choice, especially on hot days when few people want to wash down their lunch with a third lemonade.

According to Czech regulations, non-alcoholic beer can be considered a beverage with an alcohol content of up to 0.5%. This means that half a litre of non-alcoholic beer is roughly equivalent to 50 ml of regular beer – an amount that most people don’t even notice. To reach the alcohol level of one pint, you would have to drink ten glasses of non-alcoholic beer. Although some argue that even this is “too much”, most of us take it in stride. And by the way – non-alcoholic beer has also had a significant impact on film and television. Did you know that the actors in the cult series Hospoda drank non-alcoholic beer during filming to stay sober, while still making the scenes look authentic?

Alcohol-free wine and sparkling wine: when you want a toast without the consequences

Today, alcohol-free wines and sparkling wines are produced using modern technology that preserves their colour, aroma and taste, while the alcohol is carefully removed. The result is a drink that is suitable for a romantic dinner, a festive toast or everyday dining.

You can try, for example, Revine wines from the Vinselekt Michlovský winery in Rakvice in South Moravia, Viante 0% collection wines from Víno Hruška in Blatnička, or non-alcoholic sparkling wines from Bohemia Sekt in Starý Plzenec.

Not only will drinking non-alcoholic wines keep your head clear, but they also have fewer calories – up to two-thirds less than regular wine. What’s more, you can toast with them without worry, even with your teenage children.

Cocktails: when you want to have fun, do it without alcohol

Prestigious bartending competitions in mixing non-alcoholic cocktails are already well known on the world stage. For example, Mattoni Grand Drink held in Karlovy Vary, where the best bartenders create original drinks with reduced calorie content and corresponding to a healthy lifestyle.

There are also specialised bars around the world, such as The Virgin Mary in Ireland or the oldest non-alcoholic bar, Fitzpatrick’s Temperance Bar in northern England, which has been operating since the 19th century.

And what about the Czech Republic? It is still waiting for its first purely non-alcoholic bar, but the situation is changing. The challenge is Dry February, which combines voluntary monthly abstinence and renunciation of alcoholic beverages. Many restaurants and bars therefore offer various non-alcoholic specialities in the second month of the year, which often remain on the menu later on. Among the establishments offering a wide variety of non-alcoholic cocktails are Manifesto in Anděl, Hemingway Bar and Black Angels Bar, which are among the best bars in Europe. At the Cloud 9 cocktail bar on the roof of the Hilton Prague hotel, you can enjoy a drink with a panoramic view. Tretter’s Bar in Malá Strana and the KRO bistro and cocktail bar in Karlín prove that non-alcoholic drinks have their place in modern gastronomy.

The market is changing: less alcohol, more non-alcoholic drinks

The change in habits is also confirmed by data from large brewery groups. For example, Heineken announced a decline in beer sales in Europe and America in 2026 and plans to cut jobs in the coming years as a result. Companies admit that the younger generation is drinking less alcohol than before, and part of consumption is shifting to non-alcoholic alternatives.

This is not just a fashion trend, but a more permanent change in consumer behaviour. While traditional beer consumption is stagnating or declining in certain regions, the non-alcoholic beverage segment is one of the fastest growing categories.

Non-alcoholic drinks as a lifestyle symbol

Today, non-alcoholic beer, wine or cocktails are no longer just “substitute” drinks. They are fully-fledged beverages that fit in with the trends of healthy lifestyles, sporting activities and conscious gastronomy. They remain pleasantly social – you can toast without worry, even with those who otherwise refuse alcohol.

Non-alcoholic drinks thus open up new possibilities: from festivals and family celebrations to romantic evenings. Whether you are looking for refreshment in the summer heat, want to support healthier habits or just crave the taste of beer and wine without the consequences, today’s range will surely surprise you with its diversity.

Our tip at the end is: next time you find yourself in front of a shelf in a shop or in front of a drink in a restaurant, try non-alcoholic. You may find that you like it just as much – or even more – than traditional drinks.

Try it at home: three simple non-alcoholic cocktails

Virgin Mojito
Ingredients:
10 mint leaves
1 teaspoon cane sugar
juice of ½ lime
sparkling water
ice
Method: Put the mint leaves in a glass, sprinkle with sugar and gently crush them with a pestle. Add ice, lime juice and top up with sparkling water. Garnish with a slice of lime and a sprig of mint.

Non-alcoholic Aperol Spritz
Ingredients:
100 ml orange juice (preferably freshly squeezed)
100 ml sparkling water
50 ml non-alcoholic sparkling wine
Ice cubes
Method: Put ice cubes in a glass, pour in the juice, then top up with sparkling wine and sparkling water. Garnish with a slice of orange. A great alternative to a popular summer drink.

Cucumber fizz
Ingredients:
½ cucumber
1 tablespoon lemon juice
1 tablespoon honey or agave syrup
200 ml sparkling water
ice
Method: Blend the cucumber and strain through a fine sieve. Put ice in a glass, add the cucumber juice, lemon juice and syrup, then top up with sparkling water. Garnish with a slice of cucumber.