According to YouGov, one in five Austrian households already drinks non-alcoholic beer. Since 2019, sales of non-alcoholic beer for home consumption have risen by more than 60 per cent. Light beer is also gaining popularity: according to the 2025 Beer Culture Report, 26 per cent of Austrians already enjoy it. In the previous year, the figure was only around one-fifth. (Sources: YouGov 2025; Beer Culture Report 2025/MARKET)
An idea from Sweden
This trend has also reached the Mühlviertel region. Erik Krammer, a young brewer at the Hofstetten Brewery, spent several months in Sweden helping to set up a small craft beer brewery there. On his return to Austria, he brought back an idea: a beer with less alcohol and fewer calories that still tastes like beer.
Together with his father and his sister Jana, this led to the creation of Hopf’n Schlederer. With an alcohol content of just 3 per cent, the new beer is deliberately kept light: crisp and tangy, with subtle hoppy notes and a fruity character.
And, of all things, light beer – long frowned upon in Austria – is proving very popular – particularly amongst women, younger people and those who are physically active. Hopf’n Schlederer therefore fits perfectly with the general dietary trend. According to NIQ, 32 per cent of Austrian consumers are already very conscious of their choice of non-alcoholic and low-alcohol drinks. (Source: NIQ/CGA 2025)
Lighter through the summer
On hot days in particular, the idea is an obvious one: less alcohol, without having to give up beer altogether. Whilst spritzer is served in many places, Hofstetten sees its latest product as a beer-based alternative.
What’s #schongenial about this is that Hofstetten continues to place a strong emphasis on local sourcing: 100 per cent Austrian is the standard for both the raw materials used and the value added. After all, regionality is playing an increasingly important role, and not just for consumers.
