Shift in American Drinking Habits: Rise of Non-Alcoholic Beer

It seems that Americans aren’t exactly ditching alcohol, but they are certainly changing how they enjoy it.

In just a year since its release in January 2025, Michelob Ultra Zero has outpaced Heineken 0.0, becoming the best-selling non-alcoholic beer in the U.S., as recent data from Circana reveals.

This surge points to a larger trend beyond individual success. It reflects a fundamental change in how people in the U.S. engage with alcohol—many are choosing to mix alcoholic and non-alcoholic drinks. This practice, sometimes called “zebra striping,” seems to help folks enjoy their nights while still feeling good the next day.

“In only one year on shelves, Michelob Ultra Zero has turned into the fastest-selling non-alcoholic beer and the top innovation in the beer market last year,” Kyle Norrington, Anheuser-Busch’s chief commercial officer, explained.

Anheuser-Busch, the maker of Michelob Ultra Zero, also produces Budweiser Zero and Busch NA, which are among the top five non-alcoholic brands in the country, according to Circana.

At a mere 29 calories, Michelob Ultra Zero aligns with a fitness-focused lifestyle, noted Ryan Foley, the author of “Non-Alcoholic Beverages for Dummies.” He believes that the Michelob brand, traditionally seen as a drink for revelers, is witnessing a dual boost with this new product.

Foley suggests that the rapid growth of non-alcoholic beers is part of a bigger transformation. People aren’t entirely giving up alcohol; they are simply finding a balance.

“I think they’re just trying to extend the night,” Foley added. “Maybe it’s less about three martinis during lunch and more about having one martini and then two non-alcoholic beers to stay alert in the afternoon.”

Meagen Koster, founder of AFicioNAdo and an author on non-alcoholic beer, emphasizes that this moderation mindset is now embedded in the industry.

“GLP-1 needs to be considered as one of the reasons we are seeing this dramatic change. This can no longer be ignored.”

“It’s not just a trend anymore; it’s a full category,” Koster mentioned. She highlighted advancements in dealcoholization technology that have greatly improved the flavor of non-alcoholic beers, helping to win over hesitant consumers.

Health trends are also shifting how people drink. Apart from calorie concerns, Koster points to the growing popularity of GLP-1 weight loss drugs as a contributing factor.

“We need to consider GLP-1 as one of the reasons for this significant change,” she asserted.

The trends surrounding Michelob Ultra Zero suggest that non-alcoholic beers may not simply be adding to the drinking experience; they might actually be replacing traditional beers for some.

Foley summarized it well, saying, “This is another great option to have in your portfolio.”