The beverage industry continues to evolve, with major players introducing creative new products to cater to changing consumer preferences. In this edition of The Weekly Sip, we explore how industry leaders are pushing boundaries, from alcohol-free beers to brunch-inspired hard seltzers and flavor-packed coffee creamers. Anheuser-Busch’s latest innovation, Michelob Ultra Zero, adds to the growing non-alcoholic category, while Boston Beer’s Truly Hard Seltzer taps into the luxury of brunch culture. Nestlé’s Coffee mate joins the mix with its Bagel and Cream Cheese-flavored creamer, expanding on its tradition of bold flavor experimentation.
Michelob Ultra Goes Zero-Proof
In response to the increasing demand for alcohol-free beverages, Anheuser-Busch has introduced Michelob Ultra Zero, a nonalcoholic version of its flagship beer. Set to debut in January 2025, this new product is designed for health-conscious consumers looking to reduce their alcohol intake without sacrificing the familiar flavor of a classic brew.
Michelob Ultra Zero contains just 29 calories per can, making it an appealing option for consumers who want to balance enjoyment with an active lifestyle. The company’s Chief Commercial Officer, Kyle Norrington, expressed excitement about the launch, stating, “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.”
Anheuser-Busch projects that the nonalcoholic beer market will reach $2 billion in the next five years, driven by products like Michelob Ultra Zero. This launch joins a growing portfolio of alcohol-free options from the beverage giant, which includes Corona Cero, Budweiser Zero, Stella Artois 0.0, and Busch NA. The increasing availability of high-quality nonalcoholic beers has contributed to the category’s rapid growth, with notable players like Athletic Brewing also making significant investments in the space. Earlier this year, Athletic Brewing closed a $50 million funding round and expanded its production capabilities with a third brewing facility in San Diego.
Michelob Ultra first launched in 2002, marketed as a low-calorie, low-carb beer option. Since then, it has risen to become the second-best-selling beer in the U.S. by dollar sales. With the introduction of Michelob Ultra Zero, Anheuser-Busch aims to further capitalize on the health and wellness trends shaping consumer preferences today.
Boston Beer Takes Truly to Brunch
Brunch is often associated with indulgence and luxury, featuring signature cocktails like mimosas and bellinis. Boston Beer is tapping into this lifestyle moment with its latest addition to the Truly Hard Seltzer line: the Truly Brunch Pack, a limited-edition collection of brunch-inspired flavors.
This new offering includes four distinct flavors:
- Rosé-Style, with notes of strawberry, peach, green apple, and raspberry
- Orange Mimosa-Style
- Peach Bellini-Style
- Cran Sangria-Style, featuring hints of cinnamon, apple, orange, and spices.
According to Matt Withington, Senior Director of Marketing for Truly, the Brunch Pack is designed to elevate everyday moments, bringing the brunch experience to any occasion. “Brunch is one of everyone’s favorite drinking occasions – it’s a time to get together with friends and have yourself a day,” said Withington. “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.”
The Brunch Pack reflects Truly’s broader strategy of expanding beyond traditional hard seltzer flavors. The brand was one of the pioneers of the hard seltzer craze, launching in 2016 and helping to define the category alongside competitor White Claw. However, as the initial surge in hard seltzer sales slowed, Truly has diversified its offerings. In 2022, the company introduced Truly Vodka Soda, and earlier this year, it launched Truly Tequila Soda. By catering to evolving consumer tastes, Boston Beer continues to position Truly as a versatile option for cocktail enthusiasts.
Coffee Mate Partners with Bagel and Cream Cheese
In the world of coffee creamers, innovation is key to keeping consumers engaged. Nestlé’s Coffee mate brand has long been known for its bold and creative flavors, and the latest addition to its lineup is no exception. Enter the Bagel and Cream Cheese-flavored creamer – a limited-edition product that brings a savory twist to the morning coffee experience.
This unique creamer, available exclusively online, offers flavor notes reminiscent of cream cheese, sweetened condensed milk, and a subtle hint of bagel. It’s part of Coffee mate’s strategy to provide consumers with unexpected and playful flavor options that push the boundaries of traditional coffee creamer. “Consumers constantly experiment with their cups from hot to cold, savory to sweet, morning to evening,” said Leonardo Aizpuru, Vice President of Brand Marketing for Nestlé’s beverage division. “Our priority is to continue delivering innovative flavor creations for all experimentation moments.”
Coffee mate has built a reputation for introducing a wide variety of limited-edition flavors, from dessert-inspired options like Snickers, Twix, and Rice Krispies Treats, to breakfast-themed varieties such as Cinnamon Toast Crunch and Pop-Tarts. More recently, the brand launched Caramel Apple Crisp and Zero Sugar White Chocolate Peppermint. Nestlé’s ongoing collaborations with popular snack brands, including a recent partnership with Kit Kat, have further cemented Coffee mate’s place as a leader in the coffee creamer category.
The Future of Beverage Innovation
The beverage industry is no stranger to innovation, with major brands continuously finding ways to meet changing consumer preferences. Whether it’s Michelob Ultra Zero targeting the growing demand for nonalcoholic options, Truly Hard Seltzer catering to brunch lovers with new flavors, or Coffee mate experimenting with bold, breakfast-inspired creamers, these companies are tapping into current trends and offering new experiences for their customers.
As the focus on health, wellness, and indulgence continues to shape consumer behavior, we can expect more creative product launches in the coming months. The push for alcohol-free options, ready-to-drink cocktails, and exciting coffee creamer flavors is only the beginning of what’s possible in the dynamic and ever-evolving beverage sector.
