{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,26]],"date-time":"2026-09-26T03:44:47Z","timestamp":1790394287963,"version":"4.1.0"},"reference-count":98,"publisher":"SAGE Publications","issue":"1","license":[{"start":{"date-parts":[[2025,1,1]],"date-time":"2025-01-01T00:00:00Z","timestamp":1735689600000},"content-version":"unspecified","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by-nc\/4.0\/"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Am J Mens Health"],"published-print":{"date-parts":[[2025,1]]},"abstract":"<jats:p>Public awareness about the connections between men\u2019s alcohol use and poor health outcomes, including increased male suicide risk, has led to reduced consumption and increased use of nonalcoholic beverages\u2014most prominently nonalcoholic beer (NAB). Marketed as a healthy substitution option (i.e., periodically switching to an NAB rather than abstaining from alcoholic beer), the rapidly growing NAB sector might be somewhat redemptive, wherein the alcoholic beer industry (as the predominant producers of NAB) is selling harm reduction to men, albeit for profit. The commercial determinants of NAB are, however, complex and have significant implications for legislation and policy. For example, in Canada, NAB is exempt from alcoholic beer excise duty but considered beer for the goods and services and harmonized sales taxes. Coupled with industry production costs and profit margins, these taxes contribute to NAB and alcoholic beer retail price parity. From a public health perspective, there are also concerns about increasing alcoholic beer brand recognition and sales revenue by extending NAB visibility in more places (e.g., supermarkets), contexts (e.g., taking medication), and activities (e.g., driving). The current article highlights (1) the connections between men\u2019s alcohol use and health risks, ahead of discussing, (2) the rise of NAB, and mapping (3) NAB legislation and policy implications. We conclude with a discussion about the redemption, revenue, and men\u2019s harm reduction potentials, pragmatically arguing the need to both regulate and incentivize NAB. Proposed are promising directions for future research with the goal of reducing men\u2019s alcohol use and associated harms.<\/jats:p>","DOI":"10.1177\/15579883251317096","type":"journal-article","created":{"date-parts":[[2025,2,8]],"date-time":"2025-02-08T01:34:27Z","timestamp":1738978467000},"update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":4,"title":["The Commercial Determinants of Nonalcoholic Beer: Redemption, Revenue, or Men\u2019s Harm Reduction?"],"prefix":"10.1177","volume":"19","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-9029-4003","authenticated-orcid":false,"given":"John L.","family":"Oliffe","sequence":"first","affiliation":[{"name":"School of Nursing, The University of British Columbia, Vancouver, British Columbia, Canada"},{"name":"Department of Nursing, The University of Melbourne, Melbourne, Victoria, Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Nina","family":"Gao","sequence":"additional","affiliation":[{"name":"School of Nursing, The University of British Columbia, Vancouver, British Columbia, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Mary T.","family":"Kelly","sequence":"additional","affiliation":[{"name":"School of Nursing, The University of British Columbia, Vancouver, British Columbia, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Trevor","family":"Goodyear","sequence":"additional","affiliation":[{"name":"School of Nursing, The University of British Columbia, Vancouver, British Columbia, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Murray","family":"Drummond","sequence":"additional","affiliation":[{"name":"College of Education, Psychology and Social Work, Flinders University, Adelaide, South Australia, Australia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Christine","family":"Levesque","sequence":"additional","affiliation":[{"name":"School of Psychology, University of Ottawa, Ottawa, Ontario, Canada"},{"name":"Canadian Centre on Substance Use and Addiction, Ottawa, Ontario, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Katherine","family":"White","sequence":"additional","affiliation":[{"name":"Sauder School of Business, The University of British Columbia, Vancouver, British Columbia, Canada"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2025,2,7]]},"reference":[{"key":"bibr1-15579883251317096","unstructured":"ABInBev. 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