Non-Alcoholic Beverages See 26% Sales Surge Ahead of Super Bowl

Health-conscious trends and economic factors drive the rising popularity of alcohol-free drinks, with Michelob Ultra Zero set to feature in a high-profile Super Bowl ad.

• U.S. sales of non-alcoholic beer, wine, and spirits grew 26% in the past year, reaching $800 million, with non-alcoholic beer comprising 84% of the category.
• Michelob Ultra Zero will appear in a star-studded Super Bowl commercial, continuing the trend of alcohol-free beers gaining mainstream visibility after Heineken 0.0's 2023 ad debut.
• Consumers cite health concerns, economic pressures, and a shift toward 'mindful drinking' as reasons for reducing alcohol consumption, with alcohol sales declining by less than 1% for the first time in three years.
• Younger generations, particularly those under 35, are showing a preference for moderation in drinking, with trends like 'zebra-striping'—alternating between alcoholic and non-alcoholic drinks—gaining traction.
• The Surgeon General recently highlighted alcohol's link to cancer, sparking increased consumer awareness and discussions about health risks associated with drinking.

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