Budwiser: A big name is joining the Darjeeling nonclogic beer market.
Another big name – most recently NBA star Dwayne Wade – helped create big beer brand Budweiser Zero, which had 50 alcoholic beers, which is no longer nationwide.
Bud Zero is just the latest entry in the category of a booze-free drink that was activated 18 months ago with the arrival of another big beer name, Heineken 0.0.
Eric Sheppard, vice president and executive editor of Beer Markets Insights, says nonclogic beer sales have risen 40% in dollars this year and are up 30% in volume, using sales data from Chicago-based market research firm IRI.
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But nonwalls beer accounts for only 0.4% of the total $ 116 billion beer market, according to the Brewers Association. “It’s an opportunity and a challenge, isn’t it?” Shepard said. “Nonalicious beers have been around forever, but … is the world waiting for bud no alcohol? I think we’ll find out.”
Retired after a 16-year career that included three NBA championships and 13 All-Star selections, Wade says he found himself “going to a lot of events where the beer was going into my hand.”
But he did not always want to do another one. Wade said, “I’m getting old now, I’m not that young, spry athlete that people have become accustomed to.” “But I still want to be a part of the conversation. I still want to be in the room with everyone else.”
Which caused Wade to think of a non-promotional option and Budweiser, which released a prestigious retirement commercial for his bow from the court last year.
“We knew we were interested in space, but it wasn’t until we actually spoke with Dwayne,” said Monica Rustagi, vice president of marketing for Budweiser, that the potential “came to life.”
For Wade, a no-alcohol beer means because a person can only throw back so much beer the next morning without paying a price. “I have responsibilities. I have a 19-month-old daughter at home (with wife Gabrielle Union). I have to get up at 4 am,” he said. “What I love about this is for people who have responsibilities, but still want to have a good time … It’s an added bonus to be able to continue to enjoy yourself but the next morning super Do not wake up hung over. But you don feel like you left anything on the table with friends and family before nightfall.
Budweiser has seen the rise of healthy beer, the rise of hard celters, and increased competition in non-phonetic beer. Its Microhlub Ultra is an industry leader and Bud Light-branded seltzers that were launched earlier this year. Anheuser-Busch InBev has a number of no-alcohol and low-alcohol beers globally, including Busch NA, and aims to hold 20% of the total volume by 2025.
“We saw … a big trend and a growing space within the (nonlayer) category. We are growing it tremendously over the next three years. I’m huge,” Rustagi said.
Bud Zero has a crisp flavor with a substantial flavor bitterness and grain character that probably served as the last call for consumers. After becoming available in some markets in March, Bud Zero is now getting a full national launch. Initially, Bud Zero will be available in 12-ounce cans and 12-packs of 16-ounce single cans, with six-pack bottles in December.
The nonalicious beer competition is featuring some much-needed new entrants, with the athletic brewing company, a brewery in Stratford, Connecticut, focusing only on non-phonetic beer. Powered by consumers interested in low-strength, low-calorie and low-carb beer, says Dave Williams of Bump Williams Consulting of Shelton, Connecticut, which serves the beverage alcohol industry.
Young drinkers, in particular, are moving towards “a bit of a movement, overall, better for such ‘you-type drinks and foods”.
Follow Mike Snyder on Twitter: @MikeSnider.