When I was little, we usually had a supply of O’Douls in the fridge, tucked away in the back of the shelf to present to the sober, enthusiastic but appreciative guest, sober at backyard parties. In 2020, however, there are a plethora of non-alcoholic options, and this week Budweiser has unveiled yet another offering to the growing sober portfolio: Budweiser Zero, which contains zero alcohol, zero sugar and 50 calories.
According to a press releaseBudweiser Zero was developed in part by former NBA player Dwyane Wade, who “helped define the core attributes of Budweiser Zero, including the elegant packaging design.” It really does look like a good can of beer, retaining the classic look of Budweiser’s vintage design with a frosty minimalist color scheme. This seems like a good way to indicate to the drinker that this is a Bud like any other; perhaps this was a conscious choice of not “other” sober or curious customers. It is a true 0.0% ABV beer, which is notable given that other leading N / A beers often contain 0.4-0.5% alcohol.
Soft drinks are constantly improving in inclusive marketing, targeting sober and non-sober consumers with the same product. With Wade as the face of this new drink, it’s easy for Budweiser to promote it as a no-brainer for anyone with an active lifestyle; The press release explains that “Wade helped create Budweiser Zero with the athlete in mind: someone who wants the great taste of a Budweiser without the side effects of alcohol, particularly during training or the season.”
Of course critics will joke that Budweiser could be selling cans of water, but given that of our nation love story with seltzerIs that really a bad thing? Tasty or not, if it’s refreshing, moisturizingand bubbly, there is probably a market for it.
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