A Sober Oktoberfest?

Say the word ‘Oktoberfest’ and you picture steins clinking with overflowing beer foam and drunken revelers clad in lederhosen and dirndls. It’s a joyful picture, but not one commonly associated with sobriety; Is there room here for the sobercurious and the imbibers to coexist?

This year, Weihenstephan, the world's oldest brewery, will be selling its non-alcoholic varietal in all but two of the tents at the annual Oktoberfest in Munich. Priced the same as its alcoholic counterparts, this non-alcoholic option is a welcome addition for anyone looking to moderate during the festival, or abstain completely. 

While I’ve never attended Oktoberfest, I did enjoy my fair share of brews at the Czech Beer Fest during my time abroad. I even smuggled out a beer stein, which now sits on my desk operating as a flower vase. In my partying days, I would have been unlikely to choose a non-alcoholic beer, but with sentiments toward alcohol, especially amongst the younger generations, rapidly changing, having a non-alcoholic beer available is now a no-brainer. Now that non-alcoholic beer is an option at Oktoberfest, I would be much more likely to partake, whereas I’d previously written the festival off since quitting alcohol four years ago. 

Pricing it in line with alcoholic beer is likely to raise some eyebrows—but it shouldn’t. What many consumers don’t realize is that the technologies, labor, and time required to make a non-alcoholic beverage taste just as complex and bodied as alcoholic beverages often make them more expensive. There is value in having an amazing beverage with layers of flavor, mouth feel, and finish, whether or not it contains alcohol. 

I’ll be paying attention to see how Weihenstephan’s alcohol-free beer performs this year, and whether there are any unforeseen effects—I can imagine fewer skirmishes, increased revenue (can you “cut someone off” by directing them to the N/A version?), and a more inclusive environment. Próst!