With Sober October kicking off, here are a few non-alcohol options to get in the spirit, sans spirit.

Anheuser-Busch, St. Louis, announced the introduction of Michelob ULTRA Zero, a new alcohol-free brew. With only 29 calories, it is an alcohol-free beer that is brewed to remove alcohol with a 0% alcohol by volume.

Patagonia Provisions and Deschutes Brewery announced the release of two new highly anticipated certified organic beers: Kernza Lager and Non-Alcoholic Kernza Golden Brew. 

Recent IWSR analysis highlights some key reasons millennials are the age cohort boosting the non-alcohol segment in the United States, noting that the generation is consuming non-alcohol products with greater frequency than other age cohorts.

Molson Coors will launch Naked Life in the U.S. online and in select retail locations starting in March 2025. 

Two Roads Brewing Co. unveiled the latest addition to its line of non-alcohol beers: Road 2 Ruin Zero Non-Alcoholic IPA.

Athletic Brewing Co., Milford, Conn. and San Diego, is teaming up with Arsenal, becoming the club’s first Official Non-Alcoholic Beer Partner. Starting this August, the partnership will see cans of Athletic’s award-winning Run Wild IPA available at Emirates Stadium, London, for all men’s and women’s matches.

Aplós announced the launch of Aplós Cocktails, a lineup of ready-to-drink non-alcohol canned cocktails.

Under the leadership of entrepreneur Mahisha Dellinger, Huzzy Smart Sips unveiled its innovative line of non-alcohol beverages. 

As lifestyle trends continue to drive growth for the non-alcohol category, brand representatives discuss how innovative products are meeting evolving consumer trends.