Michelob Ultra Zero, from Anheuser-Busch, becomes America’s No. 1 non-alcoholic beer

FIRST ON FOX – Americans don’t stop drinking, but they drink differently.

Michelob Ultra Zero has grown to become the No. 1 best-selling and fastest-growing non-alcoholic beer in the country, surpassing Heineken 0.0 just 12 months after its launch in January 2025, according to new data from Circana.

But industry observers say the milestone reflects something bigger than a single product launch year. The rapid rise underscores a structural change in the way Americans associate, moderate and think about alcohol.

Rather than avoiding them altogether, many consumers alternate between alcoholic and non-alcoholic drinks – a practice known as “zebra striping” – which allows them to stretch out the night without the next day’s consequences.

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“In just 12 months on the shelves, Michelob Ultra Zero became the No. 1 best-selling and fastest-growing non-alcoholic beer in the industry and the No. 1 innovation in the entire beer industry last year,” Kyle Norrington, chief commercial officer at Anheuser-Busch, told Fox News Digital.

Anheuser-Busch, which makes Michelob Ultra Zero, has three of the top five non-alcoholic brands, and No. 3 Budweiser Zero and No. 4 Busch NA, according to Circana.

With only 29 calories, Michelob Ultra Zero extends the product’s long-term association with a balanced, fitness-conscious lifestyle, says Ryan Foley, New Jersey author of “Non-Alcoholic Drinks for Dummies.”

“I know Michelob, on the liquor side, is also on fire — so I feel like they’re getting a lot of traction from both sides of the coin at this point if they’re taking the No. 1 spot,” Foley told Fox News Digital.

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The rapid rise of non-alcoholic beer is also part of a broader shift, Foley said.

Consumers don’t have to give up alcohol completely, he said. Instead, many are “zebra striping.”

Industry experts say there are many people who “undress their zebras” while drinking. (Stock)

“I think they’re just trying to extend their night and their session,” Foley said. “Probably less than three martini dinners, and maybe one martini and two NA beers to keep the afternoon productive.”

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That sense of moderation is now deeply entrenched in the industry, says Meagen Coester, founder of Michigan-based AFicioNAdo and author of what she describes as the first non-alcoholic beer manual.

“GLP-1s should be considered one of the reasons why we are seeing this dramatic change. It cannot be ignored any longer.”

“It’s not a trend anymore. It’s a category,” Coester told Fox News Digital.

He noted that advances in distilling technology have greatly improved taste, describing processes that allow brewers to match the flavor profile of their full-strength counterparts and remove a long barrier for skeptical consumers.

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Health considerations are also reshaping drinking habits.

Aside from calorie counts, Coester pointed to the rise of GLP-1 weight loss medications and broader lifestyles as influential forces.

One industry expert believes that the increase in GLP-1 weight loss drugs is contributing to the shift to soft drinks. (Stock)

“GLP-1 should be considered as one of the reasons why we see this big change,” he said.

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“It can no longer be ignored.”

The forces driving the rapid rise of Michelob Ultra Zero suggest that non-alcoholic beer is not consuming traditional beer so much as expanding its definition.

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“It’s just another great addition to have in your portfolio,” Foley said.