Labatt Breweries of Canada, the Canadian division of AB InBev, has announced the release of Michelob Ultra Zero in the country.
The alcohol-free extension, which contains 30 calories per 35.5cl can, will be available in six- and 12-pack formats at Canadian retailers from the end of this month. Michelob Ultra Zero will also be integrated into the brand’s existing sports sponsorships, including the NBA in Canada, the PGA Tour and the FIFA World Cup 2026.
The alcohol-free beer was launched in the US in January.
Labatt already markets Corona Cero, which, according to the unit, is currently the top-selling non-alcoholic beer in Canada.
“Labatt’s commitment to Canadian consumers drives us to innovate and expand in categories where we see demand growing,” said Labatt’s RTD & non-alcoholic VP, Doug Port. “With the non-alcohol beer segment continuing to gain momentum in Canada, this is the ideal time to debut another alcohol-free beer with Michelob Ultra Zero.”
In June, FIFCO USA, which owns the Labatt beer brand in the US, confirmed the departure of Piotr Jurjewicz as its CEO after three years in post and six years with the brewer.
