Michelob Ultra Zero joins the non-alcohol beer category

As the Anheuser-Busch beer brand that appeals to active lifestyle. Michelob Ultra appreciates that beer drinkers want options in their cooler. With the new Michelob Ultra Zero, this non-alcoholic beer brings the crisp, clean flavor along within the light beer category that people expect from the brand.

When Michelob Ultra entered the beer conversation in 2002, the idea of a lower carb beer was not necessarily a hot topic. The less filling/taste great debate fueled many humorous commercials and battles for consumers dollars. While that back and forth is another story in the beverage wars, Michelob Ultra started to carve out its niche.

Over the years, the beer brand resonated with people who wanted the best of both worlds. In the morning they could do that run but in the afternoon they could have their beer. As many people appreciate, the balanced lifestyle food and beverage choices became a top priority.

Michelob Ultra played into that concept. From sponsoring Turkey Trots to other events, people felt that they could have it all.

As beverage trends continue to evolve, the Anheuser-Busch beer brand appreciates that it needs to adapt. Whether it is the sober curious movement or just cutting back on consumption, the rise of non-alcoholic beverages is soaring. More importantly, these options are no longer just a bland, boring drink.

Speaking about the new Michelob Ultra Zero said Kyle Norrington, Chief Commercial Officer, Anheuser-Busch said, “Our focus is always on our consumers and ensuring that we continue to invest and innovate in growing segments to meet their needs. As the non-alcohol beer category continues to grow, there couldn’t be a better time to unveil a superior alcohol-free brew for consumers. Complementing Michelob Ultra’s core product offering which is driving industry growth, Michelob Ultra Zero stands out from the crowd with unique product attributes that fit even more social occasions.”

The new Michelob Ultra Zero will capture what beer drinkers want, a clean, crisp taste just without the alcohol. More importantly, it adheres to what people have come to expect from the brand, a light beer with superior flavor.

According to the company, this beverage will only be 29 calories. Given that designation, it should have an instant audience, even beyond the 0.0 ABV.

The new Michelob Ultra Zero is set to hit store shelves in January 2025. More details will be available closer to rollout.

The non-alcoholic beverage market is growing at a rapid rate. From the person who dabbles in the category to the person who goes all in, the shelf has a bounty of beverages in all flavors to curb any thirst.