Budweiser's parent company is preparing for Gen Z to ditch booze with more alcohol-free beers

Hollis Johnson/Business InsiderBooze-free beer is on the rise.
  • Anheuser-Busch InBev launched 12 new no- and low-alcohol beers in 2018.
  • Today, 8% of Bud Light and Budweiser’s parent company’s global beer sales by volume are from beers with lower or no alcohol, with plans to grow that figure to 20% by 2025.
  • AB InBev CEO Carlos Brito said Thursday that he expects the trend to continue to grow in the US, with the company testing an alcohol-free version of Budweiser.

Booze-free beer is on the rise.

In 2018, Anheuser-Busch InBev launched 12 new no- and low-alcohol beers, the company announced on Thursday. At this point, 8% of the company’s global beer sales by volume are from beers with lower or no alcohol, with plans to grow that figure to 20% by 2025.

Nonalcoholic brews are the fastest-growing segment in the beer industry, the news website Axios recently reported, citing a 2018 GlobalData report. As overall beer sales stagnate, nonalcoholic-beer sales have grown by 3.9% on average for the past five years, according to The Wall Street Journal.


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AB InBev CEO Carlos Brito name-checked low- and no-alcohol beer as a crucial global trend in a call with investors on Thursday.

“I think for sure the US will follow that trend,” towards less boozy or alcohol-free beers, Brito said. AB InBev has been testing Budweiser 0.0 – a 0% ABV version of the iconic brand – in certain American markets.

Millennials and Gen Zers around the world are drinking less than older generations. A 2018 report from Berenberg Research found that respondents in their teens and early 20s were drinking over 20% less per capita than millennials – who drank less than baby boomers and Gen Xers – did at the same age.


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The decline in younger people drinking has been tied to several factors.

Brito linked the growing importance of health and wellness for younger drinkers to the rise of lower-alcohol beers. In the era of legal weed, Gen Zers and millennials are more likely to favour marijuana over booze. And, social media-savvy individuals are seeking control in the face of constant social-media surveillance by cutting back on alcohol consumption.

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