Anheuser-Busch InBev is launching Stella Artois Liberté, a non-alcoholic (NA) offering for “beer lovers who want to enjoy a beer, but who want the option to reduce their alcohol consumption.”
“After the year we’ve had, it’s safe to say that people are eager to go back out and grab a beer with their loved ones, those they haven’t seen in over a year, or even the simple opportunity to meet new people — and everyone deserves to raise a toast,” Stella said in a press release. “Gone are the days of limiting yourself — Liberté allows you to quench your thirst while keeping your cool all night and savoring life, together.”
The NA option will be packaged in Stella’s 11.2 oz glass bottles, and distributed throughout select markets, including New York, Washington D.C., Miami, and Philadelphia, according to the release.
“We’re very excited to be able to offer fans our classic Stella Artois lager as a non-alcoholic version of the brew,” Peter Van Overstaeten, A-B’s VP of premium and super premium USA, said in the release. “With this new innovation, we want to provide people the liberty to enjoy more of life’s special moments with those that matter most.”
Liberté is not Stella’s first foray in NA beer. In April 2020, A-B launched an alcohol-free Stella Artois along with its Budweiser Zero.
Stella’s entry into the NA beer market comes as off-premise dollar sales have increased 26.8%, to more than $143.7 million, year-to-date through August 8, according to market research firm IRI. Although the NA beer segment is still small, with 0.53% share of the U.S. beer market, it has gained 0.11% share this year.
In a July report, Bump Williams Consulting noted that three non-alcoholic craft beers cracked NielsenIQ’s list of new craft brand sales, including Lagunitas IPNA at No. 5, Samuel Adams Just the Haze IPA at No. 15, and Athletic Free Wave Hazy IPA at No. 18. Low- and non-alcoholic craft beer also ranked as the No. 3 growth style based on year-over year incremental dollar sales growth, driven by existing brands and innovation in the segment.
Through early August, the top-selling non-alc beer brand in off-premise retailers is Heineken 0.0, with more than $41.3 million in sales, a 24.4% increase compared to the previous year, according to market research firm IRI.