The Weekly Sip is Food Dive’s column focused on the latest news in the rapidly changing and growing beverage sector. From inaugural product lines to big investments and controversial topics, this column aims to quench the thirst for developments in the category.
Michelob Ultra goes zero-proof
A leading light beer brand is leaning into the burgeoning popularity of alcohol-free brews with its latest product.
AB InBev’s Anheuser-Busch announced Michelob Ultra Zero, a nonalcoholic variety of its beer, which will debut in January 2025. The drink is designed for consumers looking to moderate their alcohol consumption “as part of an active lifestyle.” The beverage contains 29 calories per can.
“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, the chief commercial officer at Anheuser-Busch, in a statement.
Anheuser-Busch noted in its press release that nonalcoholic beer is primed to become a $2 billion market over the next five years. Michelob Ultra Zero joins a growing list of varieties of the beer giant’s signature brands that eschew alcohol in recent years, including Corona Cero, Budweiser Zero, Stella Artois 0.0 and Busch NA.
Growth in the category has surged primarily because of higher-quality nonalcoholic beer options hitting the market in recent years. Athletic Brewing, America’s largest nonalcoholic brewery, closed a $50 million funding round in June, and recently announced the purchase of a third brewing facility in San Diego.
Michelob Ultra first debuted in 2002, offering fewer calories and carbs than other affordable beers. Now, it’s the number two best-selling beer in the U.S. by dollars, according to Anheuser-Busch.
— Chris Casey
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Courtesy of Boston Beer Company
Boston Beer takes Truly to brunch
Brunch stands out as a meal that prioritizes luxury. Known for bubbly “bottomless” cocktails and higher-end savory food offerings, the meal has been a popular one with urban professionals. Alcohol giant Boston Beer says the latest variety of its hard seltzer can help transport the experience of a restaurant brunch anywhere.
Truly Hard Seltzer has announced its Brunch Pack, a limited-edition set of flavors inspired by cocktails popular at brunchtime. The varieties include Rosé-Style, with notes of strawberry, peach, green apple and raspberry; Orange Mimosa-Style; Peach Bellini-Style and Cran Sangria-Style, the latter of which features hints of cinnamon, apple, orange and spices, the press release said.
“Brunch is one of everyone’s favorite drinking occasions – it’s a time to get together with friends and have yourself a day,” said Matt Withington, Truly’s senior director of marketing, in a statement. “We heard our fans and that’s why Truly is putting a light and refreshing, ready-to-drink spin on classic brunch staples and making them available to enjoy anytime, anywhere.”
Truly, which debuted in 2016, helped define the hard seltzer boom of the late 2010’s alongside White Claw. But sales fell after its initial hype period, and the brand has since pivoted to more eclectic cocktails made using spirits. In 2022, it launched Truly Vodka Soda, and earlier this year scaled Truly Tequila Soda. Last year, Boston Beer refreshed its branding to emphasize the drinks’ flavors more clearly.
— Chris Casey
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Coffee mate partners with bagel and cream cheese
The popular bagel and cream cheese offering has found its mate.
Nestle’s Coffee mate brand is launching a Bagel and Cream Cheese-flavored creamer. The product reportedly has notes reflecting cream cheese, sweetened condensed milk and a slightly savory hint of bagel.
The limited-edition extension is only available on online.
“Consumers constantly experiment with their cups from hot to cold, savory to sweet, morning to evening,” Leonardo Aizpuru, vice president of brand marketing for Nestlé’s beverage division and business unit, said last month. “Our priority is to continue delivering innovative flavor creations for all experimentation moments.”
While the creamer is best known for flavors such as French Vanilla and Hazelnut, Nestlé has been aggressively rolling out new flavors. Coffee mate, for example, recently announced the launch of Caramel Apple Crisp and Zero Sugar White Chocolate Peppermint.
Coffee mate has introduced limited-edition flavors such as Snickers, Cinnamon Toast Crunch, Twix, Rice Krispies Treats, Pop-Tarts and Golden Grahams. And last month, Nestlé joined with with chocolatey-wafer candy Kit Kat to introduce a Coffee mate version of the creamer.
— Christopher Doering
