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Labatt launches alcohol-free Michelob as Canadians seek alternatives

On Thursday, Labatt debuted a non-alcoholic Michelob Ultra in Canada, expanding its existing booze-free beverage lineup.
Rising consumer trends show demand for alcohol-free beverages growing as Canadians shy away from drinking after the Canadian Centre on Substance Use and Addiction’s 2023 guideline update.
Labatt invested in production upgrades, including a $5,000,000 rectification system at its London, Ont., brewery and spent 18 months developing Michelob Ultra Zero, Port said.
Statistics Canada data show beer sales fell 4.5 per cent between 2023 and 2024, while non-alcoholic beverages posted double-digit growth in Canada.
Non-Alcoholic beers now dominate, capturing 76 per cent of non-alcoholic beverage sales, while zero-proof drinks represent about four per cent of Labatt’s beer volume, driven by young Canadians.

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Labatt launches alcohol-free Michelob as Canadians seek alternatives (Business)

Something different is increasingly brewing at bars across the country. The beer pours the same, smells the same and even tastes the same. But there's one thing missing: the hangover. Demand for alcohol-free beverages has been growing for some time as Canadians increasingly shy away from drinking. A...

11 hours ago·Kelowna, Canada

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