Brands Spotlight Non-Alcoholic Beer Options

Heineken is launching Heineken 0.0 Ultimate: “a new alcohol-free brew with zero alcohol, zero calories and zero sugar,” the company said in a press release.

The company described Heineken 0.0 Ultimate as featuring soft fruity notes with a delicate malty body. The drink is double brewed to remove alcohol. It is the first ever zero calorie non-alcoholic brew in the U.S., according to Heineken.

According to a Brewers Association study, the non-alcoholic beer category has surged in recent years, with U.S. sales rising 159% and volume growing 111% between 2021 and 2025, now accounting for 2.5% of total beer volume.

“Driven by younger, health-conscious consumers and ‘sober curious’ trends, interest in zero and lower calorie drink offerings is accelerating. With its zero-calorie and zero-sugar proposition, Heineken 0.0 Ultimate meets this modern need with a premium, great-tasting non-alcoholic brew designed for today's social occasions,” the brand said.

The company said Heineken 0.0 Ultimate is rolling out in select states now.

Meanwhile, Athletic Brewing, which is dedicated to exclusively making non-alcoholic brews, said it has been named an Official Partner of the San Francisco Giants baseball team, forming a new multi-year agreement.

As part of the agreement, fans will be able to purchase 19.2 oz cans of Run Wild IPA and Upside Dawn Golden throughout Oracle Park. Athletic Brewing will also be prominently featured around the ballpark, with home dugout branding and LED displays along each baseline, as well as broadcast features, digital and social integrations, and in-stadium activations throughout the season.

“Beginning March 25, the sponsorship brings together two organizations committed to elevating the modern fan experience. As fans increasingly look for great-tasting non-alcoholic beer at live events and the category continues its rapid growth in the U.S., this sponsorship reflects the rising demand for Athletic at major sports venues like Oracle Park,” the brand said.

Beer consumption overall in 2023 fell to its lowest level in over 20 years, according to Beer Marketer’s Insights (BMI). This trend continued in 2025, with beer shipments dropping to 139 million barrels from 147.7 million in 2024, according to the Brewers Association and Beer Institute. The groups attributed the falling demand to “younger generations drinking less, increased health concerns and inflation.”

In recent soda news, the Coca-Cola Company is expanding retail availability of Mr. Pibb and Mr. Pibb Zero Sugar and introducing two new regional flavors: Punchin’ Peach and Thrillin’ Vanilla, the company told NACS in a statement.

The company said Mr. Pibb Punchin’ Peach features “vibrant peach notes for a bright, fruitier profile layered onto Mr. Pibb’s spicy cherry base,” while Mr. Pibb Thrillin’ Vanilla has “smooth vanilla added to the signature spicy cherry flavor for a more indulgent finish.”

Coca-Cola said Mr. Pibb & Mr. Pibb Zero Sugar will be available in 12 oz/12-packs, 20 oz bottles, 2L bottles, 7.5 oz mini cans and 12oz/6-pack bottles at participating retailers in the U.S., while Mr. Pibb Punchin’ Peach & Mr. Pibb Thrillin’ Vanilla will be available in 12 oz/12-packs and 20 oz bottles at participating retailers in the West, Midwest and Florida.

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