Abstract
BACKGROUND/OBJECTIVES: Craft non-alcoholic and low-alcohol beer (NABLAB) is attracting increasing attention as potential functional beverages due to their content of bioactive compounds such as polyphenols, vitamins, and minerals, and their suitability for health-oriented lifestyles. This study investigated Italian consumers' perceptions of craft NABLAB and explored possible generational differences in their acceptance. METHODS: A descriptive cross-sectional online survey was conducted between March 2024 and March 2025 among adults living in Italy. The questionnaire, composed entirely of closed-ended questions, investigated familiarity with craft NABLAB, attitudes toward their potential health-related properties, and willingness to recommend them. RESULTS: A total of 527 valid responses were analyzed descriptively and grouped by generation (Generation Z, Millennials, Generation X, and Baby Boomers). Results showed that 68.3% of participants would recommend craft NABLAB to others interested in their functional properties, while 55.0% reported higher motivation to purchase when informed about their potential health benefits. Familiarity with these products remained limited (34.7% had tried them, and only 22.2% considered them easy to find). Baby Boomers and Millennials were more receptive, possibly due to greater health awareness and openness to innovation, whereas Generation Z displayed curiosity despite lower consumption experience. CONCLUSIONS: Overall, Italian consumers show a growing interest in craft NABLAB, especially when linked to wellness and active lifestyle benefits. Enhancing product availability and communication focused on health and functionality could promote more moderate and conscious drinking habits, contributing to a gradual cultural shift toward reduced alcohol consumption.