US – AB InBev, the world’s largest brewer, is set to strengthen its presence in the alcohol-free beer category with the introduction of Michelob ULTRA Zero.
The new alcohol-free brew is designed to cater to consumers seeking healthier beverage options that fit into an active lifestyle and can be enjoyed in a variety of social settings.
Michelob ULTRA Zero, inspired by the popular Michelob ULTRA, boasts half the calories of leading non-alcoholic competitors, says the company.
With only 29 calories per serving, the alcohol-free beer has 0% alcohol by volume and is brewed to remove alcohol.
AB InBev’s latest launch reflects the company’s ongoing commitment to offering consumers a wider range of options while promoting choice, moderation, and responsible drinking.
“Our focus is always on our consumers and ensuring that we continue to invest and innovate in growing segments to meet their needs,” said Kyle Norrington, Chief Commercial Officer at AB InBev.
He added that the launch of Michelob ULTRA Zero comes at an ideal time as the non-alcoholic beer category continues to grow in popularity.
The non-alcoholic beer market is projected to grow at a compound annual growth rate (CAGR) of 8% from 2023 to 2033, according to Future Market Insights.
Michelob ULTRA Zero is slated for release in January 2025, available in 12-packs of 12-ounce cans, followed by six-packs of 12-ounce bottles in March 2025.
AB InBev’s non-alcoholic beer portfolio already includes brands such as Corona Cero, Hoegaarden, and Leffe.
This move follows AB InBev’s recent €31 million (US$34 million) investment in upgrading its Belgian breweries to expand its non-alcoholic beer portfolio.
Earlier this month, competitor Diageo launched its first alcohol-free product under the Rockshore brand, “Rockshore 0.0”.
A standard 500ml can of Rockshore 0.0 is said to contain just 70 calories.
Diageo has also commenced a longer-term test sale of its non-alcoholic Guinness on draught, Guinness 0.0, in the UK.
To meet the growing demand for non-alcoholic Guinness, Diageo announced a €25 million (US$27.7 million) investment to increase production capacity at its St. James’s Gate brewery in Dublin.
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