Anheuser-Busch InBev (A-B) is tapping into the equity of one of its biggest brands for its next adult non-alcoholic (NA) beer play: Michelob Ultra Zero.
Michelob Ultra Zero will roll out to retail stores across the country in 12 oz. can 12-packs starting January 2025. Six-packs of 12 oz. bottles are expected to follow in March 2025.
The alcohol-free beer contains 29 calories per 12 oz. serving.
“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,” A-B chief commercial officer Kyle Norrington said in a press release. “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.”
Adding an NA offshoot of Michelob Ultra taps into the equity of the athletic-lifestyle-focused, top-selling super premium beer brand.
The Michelob brand family is the third largest in off-premise retailers tracked by market research firm Circana, with more than $2.57 billion in sales year-to-date (YTD) through September 8, a +2.2% increase year-over year (YoY). Volume of the brand, measured in case sales, has increased +2% YTD.
Michelob Ultra is the No. 2 beer in multi-outlet and convenience stores in Circana-tracked channels YTD, with more than $2.39 billion in dollar sales YTD (+3.3%) and volume also in the black (+2.9%). The brand is also A-B’s best-selling beer in off-premise retailers YTD.
NA beer sales YTD are up +29.3%, to more than $328.9 million, with volume growing +23.5%. The segment holds a 1.03% share of beer category dollar sales.
A-B’s modern portfolio of NA beers includes Budweiser Zero, Busch NA, Stella Artois Liberte and Golden Road Mango Cart NA, as well as legacy brands O’Doul’s, St. Pauli Girl and Beck’s. The three modern NA beers are each posting dollar sales growth YTD, while the legacy brands are in decline.
Budweiser Zero dollar sales are up to $43.58 million YTD (+10%), with volume also growing (+8.9%), according to Circana data. The brand is A-B’s 18th largest product in off-premise retailers.
Busch NA has recorded $25.96 million in sales YTD, an +8% increase, with dollar sales up +6.8%, according to the firm. Busch NA is the 26th largest off-premise brand in A-B’s portfolio.
Stella Artois Liberte has posted more than $13.2 million in sales YTD, a +39.2% increase, with volume up +39.7% Liberte is also a top 50 A-B brand, coming in at No. 42.
Golden Road Mango Cart NA has recorded $412,982 in dollar sales YTD, and is growing +79% in dollars and +85.8% in volume.
O’Doul’s is down -10% in off-premise sales YTD, to $16.2 million. Volume is also down double digits, to -11.1% in Circana-tracked channels. O’Doul’s is A-B’s 37th largest brand in the off-premise.
Beck’s NA is also down YTD in both dollars (-8.5%) and volume (-10.9%). The brand has posted a little more than $5.4 million in sales YTD.
St. Pauli Girl NA is down -98.8% in dollar sales YTD, to $21,764. Volume has also declined -98.7%.