Weekly Sip: Anheuser-Busch Unveils Michelob Ultra Zero | Boston Beer takes Truly to brunch.

No problem at all with Michelob Ultra.

A leading light beer brand is riding the surging popularity of non-alcoholic beers with its latest offering.

AB InBev’s Anheuser-Busch announced Michelob Ultra Zero, a non-alcoholic beer set to launch in January 2025. The drink is designed for consumers who want to moderate their alcohol consumption “as part of an active lifestyle.” The drink contains 29 calories per can.

“As the non-alcoholic beer category continues to grow, there has never been a better time to unveil great non-alcoholic beers for consumers,” Kyle Norrington, chief commercial officer at Anheuser-Busch, said in a statement.

Anheuser-Busch noted in a press release that non-alcoholic beer is poised to become a $2 billion market over the next five years. Michelob Ultra Zero joins a growing list of varietals from the beer giant’s signature brands that have eschewed alcohol in recent years, including Corona Cero, Budweiser Zero, Stella Artois 0.0 and Busch NA.

Growth in this category has surged primarily due to the high-quality non-alcoholic beer options that have hit the market in recent years. Athletic Brewing, the nation’s largest non-alcoholic brewery, closed a $50 million financing round in June and recently announced the purchase of its third brewing facility in San Diego.

Michelob Ultra was first released in 2002 and has fewer calories and carbohydrates than other cheaper beers. It’s now the second best-selling beer in the U.S. in dollar terms, according to Anheuser-Busch.

— Chris Casey

Boston Beer takes Truly to brunch.

Brunch stands out as a meal that prioritizes luxury. Known for its frothy “bottomless” cocktails and delicious gourmet food, this meal was a favorite among the city’s connoisseurs. Liquor giant Boston Beer says its latest sparkling water brings the restaurant brunch experience wherever you are.

Truly Hard Seltzer has announced the Brunch Pack, a limited-edition flavor set inspired by popular brunchtime cocktails. Varieties include Rosé style with notes of strawberry, peach, green apple and raspberry; Orange Mimosa Style; The Peach Bellini style and Cran Sangria style feature notes of cinnamon, apple, orange and spice, according to a press release.

“Brunch is one of everyone’s favorite drinks,” said Matt Withington, Truly’s senior director of marketing, in a statement. “It’s a time to get together with friends and spend the day.” “We listened to our fans, which is why Truly takes classic brunch staples and adds light, refreshing, ready-to-drink drinks to enjoy anytime, anywhere.”

Debuting in 2016, Truly, along with White Claw, helped define the hard seltzer boom of the late 2010s. However, after an initial period of hype, sales declined and the brand later switched to a wider variety of cocktails made using spirits. In 2022, we launched Truly Vodka Soda, and earlier this year we expanded Truly Tequila Soda. Last year, Boston Beer revamped its brand to more clearly highlight the taste of its drinks.

— Chris Casey

Coffee Mate, a combination of bagel and cream cheese

Popular bagels and cream cheese products have found their match.

nestle’s The Coffee Mate brand is launching bagel and cream cheese flavored creamers. This product is said to have cream cheese, condensed milk, and slightly savory bagel scents.

Limited edition expansion is available online only.

“Consumers are constantly experimenting with cups from hot to cold, savory to sweet, from breakfast to dinner,” Leonardo Aizpuru, vice president of brand marketing for Nestle Beverages and Business Unit, said last month. “Our priority is to continue to deliver innovative flavor creations at every moment of experimentation.”

The creamer is best known for its French vanilla and hazelnut flavors. Nestlé has been aggressively releasing new flavors. For example, Coffee mate recently announced the launch of Caramel Apple Crisp and Zero Sugar White Chocolate Peppermint.