The world’s biggest brewer has chosen to advertise to billions of sports fans a no-alcohol product to improve its position in the only part of the global beer industry that’s really growing.
ottles of beer emblazoned with the five Olympic rings are already rolling off the production line at Anheuser-Busch InBev NV’s brewery in Belgium, in preparation for the games in Paris this summer.
For Michel Doukeris, the chief executive officer of AB InBev, it’s quite simple: “The consumer has changed.” The Olympics is part of a trend of zero-alcohol beers being promoted via sport, including Heineken 0.0 with Formula 1 and Diageo Plc’s Guinness 0.0 at the Six Nations rugby tournament. Carlsberg A/S last year handed outHow to Talk About Beer Like a Pro
As consumers, particularly social media-driven millennial and Gen Z demographic groups, look to temper their alcohol intake, it’s better to have a viable—and attractive—offering rather than have them turn to a rival brand, a soda or water. According to Jim Koch, chairman of Boston Beer Company, which makes Samuel Adams, taste breakthroughs have only been possible in recent years as brewers figured out a low temperature distillation process. The brewer introduced its own non-alcohol product, Just The Haze, in 2021.
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