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The Sip of the Week is our column dedicated to the latest news in the ever-evolving beverage industry. From new product launches to major investments and trending topics, this column aims to keep you updated on all the happenings in the world of beverages.
Michelob Ultra Introduces Alcohol-Free Option
A popular light beer brand is jumping on the alcohol-free trend with its latest offering.
AB InBev’s Anheuser-Busch has announced Michelob Ultra Zero, a non-alcoholic version of its beer set to launch in January 2025. This beverage is targeted towards consumers looking to moderate their alcohol intake as part of a healthy lifestyle, with only 29 calories per can.
“With the non-alcoholic beer category on the rise, now is the perfect time to introduce a premium alcohol-free brew for consumers,” said Kyle Norrington, Anheuser-Busch’s chief commercial officer, in a statement.
According to Anheuser-Busch, the non-alcoholic beer market is expected to reach $2 billion in the next five years. Michelob Ultra Zero joins a lineup of non-alcoholic versions of the beer giant’s popular brands, including Corona Cero, Budweiser Zero, Stella Artois 0.0, and Busch NA.
The growth of the non-alcoholic beer category has been fueled by the introduction of higher-quality options in recent years. Athletic Brewing, the largest non-alcoholic brewery in the U.S., recently closed a $50 million funding round and acquired a third brewing facility in San Diego.
First launched in 2002, Michelob Ultra quickly became the second best-selling beer in the U.S. by dollars, known for its lower calorie and carb content.
— Chris Casey
Truly Hard Seltzer Brings Brunch to You
Brunch is a meal associated with luxury, featuring bottomless cocktails and upscale food offerings. Boston Beer’s Truly Hard Seltzer is aiming to recreate the brunch experience with its latest variety.
Truly has unveiled its Brunch Pack, a limited-edition collection of flavors inspired by popular brunch cocktails. The pack includes Rosé-Style, Orange Mimosa-Style, Peach Bellini-Style, and Cran Sangria-Style, each offering a unique twist on classic brunch drinks.
“Brunch is a beloved social occasion where friends come together to enjoy a relaxing day,” said Matt Withington, Truly’s senior director of marketing. “Truly’s Brunch Pack puts a refreshing spin on traditional brunch favorites, making them accessible for enjoyment anytime, anywhere.”
Truly, which launched in 2016, played a key role in the rise of hard seltzers alongside White Claw. After a decline in sales post-hype, the brand has shifted focus to more diverse cocktails incorporating spirits. This includes the launch of Truly Vodka Soda in 2022 and Truly Tequila Soda earlier this year.
Last year, Boston Beer revamped Truly’s branding to highlight the drink’s flavors more prominently.
— Chris Casey
Coffee mate’s Bagel and Cream Cheese Flavored Creamer
The beloved combination of bagels and cream cheese now has a new companion.
Nestle’s Coffee mate brand is introducing a Bagel and Cream Cheese-flavored creamer, featuring notes of cream cheese, sweetened condensed milk, and a hint of savory bagel flavor.
This limited-edition extension is exclusively available online.
“Consumers are always looking to experiment with their coffee, from hot to cold, sweet to savory, morning to evening,” said Leonardo Aizpuru, VP of brand marketing for Nestle’s beverage division. “Our focus is on providing innovative flavor options for all coffee experimentation moments.”
While known for classic flavors like French Vanilla and Hazelnut, Nestle has been expanding its lineup with new offerings like Caramel Apple Crisp and Zero Sugar White Chocolate Peppermint. Coffee mate has also introduced limited-edition flavors such as Snickers, Cinnamon Toast Crunch, Twix, Rice Krispies Treats, Pop-Tarts, and Golden Grahams.
Last month, Nestle partnered with Kit Kat to introduce a Coffee mate version of the creamer.
— Christopher Doering