The beer has been introduced at tennis tournament the Wimbledon Championships and will be rolled out into the on-trade later this year, which The Morning Advertiser understands will be a phased approach throughout 2025 and wider in 2026.
The brand referenced data from CGA, which stated with just 8% of operators currently stocking a no and low-alcohol beer tap, there’s a strong opportunity to offer consumers a non-alcoholic version of Stella Artois.
New innovation
Budweiser Brewing Group on-trade director Sunny Mirpuri said: “As the official beer partners for the Wimbledon Championship, we are working together to use this iconic summer sporting event to introduce our draught Stella Artois 0.0 for the first time.
“The 500,000+ attendees of Wimbledon will be the first to try our new draught innovation.
“Consumer drinking habits are evolving and our consumers are struggling to find high quality, alcohol-free draught offerings at the bar or pub.
“Stella Artois is a quality brand, consumers love and trust and we’ve been working hard on an innovative dispense solution to ensure our new Stella Artois 0.0 draught delivers a perfect serve, every time.”
Expected roll out
Mirpuri added: “Stella Artois 0.0 draught offers consumers the same experience they expect from Stella Artois, served in the same iconic chalice they know and love.”
The new product will be rolling out across the on-trade through this year and next.
Meanwhile, 48% of UK adults enjoy alcohol-free beer, wine and spirits, according to the Club Soda Drinks for Everyone 2025 report.
The research also found alcohol-free beer proved itself as the UK’s top booze-free choice, with 42% of adults drinking it at least occasionally.
Furthermore, research conducted by alcohol industry regulator The Portman Group and YouGov released in January showed almost four in 10 UK drinkers were quaffing low and no alcohol beverages on a semi-regular basis.
Young adults continued to drive the trend with 46% of 25 to 34-year-olds quizzed considered themselves either an occasional or regular drinker of alcohol alternatives, compared to 37% in 2023.
