The Budweiser name will go on a non-alcoholic beer for the first time when Anheuser-Busch AB rolls out Bud Zero in November.
The Budweiser name will go on a non-alcoholic beer for the first time when Anheuser-Busch InBev rolls out Bud Zero in November.
Bud Zero was test-marketed this spring and began a national ad campaign on July 29. The ads will feature former NBA star Dwyane Wade, who consulted with Anheuser-Busch in formulating the product and designing its packaging. That packaging features the classic Budweiser label, but in black-and-white, with the word “Zero,” in red, as the only touch of color.
Sales of non-alcoholic beer have risen 20% since mid-March, probably due to the pandemic, according to Nielsen figures quoted by CNN. (Regular beer sales went up 35%.) Anheuser-Busch already makes O’Doul’s and non-alcoholic versions of Busch and Beck’s, which are the second through fourth best-selling non-alcoholic beers in the U.S. The top spot is held by Heineken 0.0.
Using the Budweiser name may prove a shrewd strategy. When Anheuser-Busch did so with hard seltzer, Bud Light Seltzer quickly became the No. 1 brand.
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