March 12, 2025
Michelob ULTRA Zero is Top Beer Innovation So Far in 2025 and Driving Non-Alcohol Beer Category Growth
Anheuser-Busch builds on its industry leading non-alcohol beer portfolio through early success of Michelob ULTRA Zero
March 12, 2025 – Fresh off its national broadcast debut during Super Bowl LIX, Michelob ULTRA Zero, a superior alcohol-free brew, is already hitting milestones after just two full months on shelves. The newest addition to Anheuser-Busch's industry leading non-alcohol beer portfolio, Michelob ULTRA Zero’s unique-to-category attributes have already enabled the brand to make its mark on the fast-growing category. Some fast facts:
Strong Category Health:
- The overall U.S. non-alcohol beer category is off to a healthy start in 2025, growing 23% YTD (Circana Total US MULC YTD week ending 2.16.25).
Anheuser-Busch Leading the Charge:
- Anheuser-Busch continues to be the #1 non-alcohol brewer with 3 of the top 5 brands in the category. A-B has nearly 40% share of the category, more than double the next closest competitor (Circana Total US MULC FY’24).
Michelob ULTRA Zero’s Fast Start:
- Michelob ULTRA Zero is the #1 innovation in total beer so far in 2025 (Circana Total US MULC YTD week ending 2.16.25).
- In just two months on shelves, Michelob ULTRA Zero has already achieved over 7% market share of the non-alcohol beer category (Circana Total US MULC week ending 2.23.25).
Kyle Norrington, Chief Commercial Officer, stated “Anheuser-Busch's leadership in the non-alcohol beer category is double that of our next closest competitor and that success can be attributed to ensuring our portfolio of brands deliver what consumers want across a range of occasions. After just two full months on shelves, Michelob ULTRA Zero is already contributing to the rapidly growing category, expanding occasions for our base of current drinkers and introducing the brand to new consumers looking for lighter choices while maintaining an active lifestyle.”
So what’s next for Michelob ULTRA Zero? Its cameo in Michelob ULTRA’s Super Bowl LIX commercial ‘The ULTRA Hustle’ was the first component of a year-long marketing campaign to support the brand in 2025. The brand will be supported by a comprehensive paid media campaign aimed at driving awareness of the new to market brand. Michelob ULTRA Zero will also have a major marketing presence alongside Michelob ULTRA in venues and at brand activations across the country, including the FIFA Club World Cup.
*(Circana Total US MULC for the 13 weeks ending 12.29.24)
ABOUT MICHELOB ULTRA
Introduced in 2002, Michelob ULTRA is the No. 1 fastest growing beer in the industry*. With just 95 calories, 2.6 carbs and no artificial flavors or colors, it is a superior light beer that celebrates the active, balanced lifestyle of its drinkers that includes both fitness and fun. Michelob ULTRA's choice of grains and extended mashing process leads to its refreshing taste and fewer carbohydrates. It is brewed with the finest barley malt, rice, hops, and a pure-cultured yeast strain, all of which reflect Anheuser-Busch's commitment to brewing quality. Michelob ULTRA reminds you to always drink, and sweat, responsibly. For more information, visit MichelobULTRA.com or follow @MichelobULTRA on Facebook, X, Instagram and YouTube. (*Circana Total US MULC through w.e. 12.29.24)
ABOUT ANHEUSER-BUSCH
At Anheuser-Busch, our purpose is to create a future with more cheers. For more than 165 years, we have delivered a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. As a leading American manufacturer, we drive economic prosperity nationwide through investments in our people, facilities, and communities.
We are home to the nation’s most iconic beer and beyond beer brands, including Michelob ULTRA, Busch Light, Budweiser, Bud Light, Stella Artois, and Cutwater, as well as industry-leading regional craft brands. From our longstanding efforts to support American farmers, military, veterans, and first responders, to emergency drinking water donations and responsible drinking programs, we are guided by our commitment to the communities we call home and the 65,000 hardworking Americans who bring our beer to life. That’s who we are. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, X, Facebook, and Instagram.
Press Contacts
Media@anheuser-busch.com is a single point of contact for journalists. If you are a member of the press and have an exclusively news-related inquiry, please direct it to this address. For other questions or requests, please click here.
