You are what you drink: Stereotypes about consumers of alcoholic and non-alcoholic beer

•Drinking non-alcoholic beer (NAB) or alcoholic beer influences consumer stereotypes.•Non-alcoholic beer consumers were perceived differently than alcoholic beer consumers.•Negative prejudices of NAB taste are the main predictor of not being an NAB consumer.•For women, health consciousness is a positive predictor of NAB consumption frequency.•For men, subjective norms were a negative predictor of NAB consumption frequency.