Anheuser-Busch, St. Louis, announced the introduction of Michelob ULTRA Zero, a new alcohol-free brew that allows 21 and older consumers more choice as part of an active lifestyle by offering a beverage option fitting more social occasions, it says. After redefining the light beer category upon its release in 2002, one of the industry’s top growth-driving brands is looking to do it again by introducing a new brew to the rapidly expanding non-alcohol beer category, the company says. Michelob ULTRA Zero will hit shelves across the country starting in January 2025.
Inspired by the great taste of Michelob ULTRA, Michelob ULTRA Zero will offer consumers half the calories of leading non-alc competitors, it states. With only 29 calories, it is an alcohol-free beer that is brewed to remove alcohol with a 0% alcohol by volume, and continues Anheuser-Busch’s commitment to offering consumers meaningful brand experiences while promoting choice, moderation and responsible consumption.
“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,” said Kyle Norrington, chief commercial officer at Anheuser-Busch, in a statement. “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.”
Michelob ULTRA Zero allows the industry-leading brand to make its mark on the growing non-alcohol beer category, which is projected to be a $2 billion industry in the next five years, the company says. Anheuser-Busch is committed to ensuring its portfolio of products provides all 21 and older consumers with the choice to integrate alcohol-free brews into different beer-drinking occasions.
Michelob ULTRA Zero will be available in 12-packs of 12-ounce cans in January 2025 and six-pack 12-ounce bottles in March 2025 wherever Michelob ULTRA is sold.
