Bottles of Heineken zero alcohol beer at the brewer’s factory in Zoeterwoude, Netherlands, on May 1.
Photographer: Ksenia Kuleshova/BloombergConsumer
The Boom in Beer That’s Being Driven by Health-Conscious Drinkers
AB InBev’s Olympic deal shows how much brewers are pushing no-alcohol beer.
Bottles of beer emblazoned with the five Olympic rings are already rolling off the production line at Anheuser-Busch InBev NV’s brewery in Belgium, in preparation for the games in Paris this summer.
It has been 100 years since the French capital last hosted the summer Olympics, and the city wants to make a mark after Covid meant the Tokyo Games were held in virtually empty stadiums. And now, for the first time ever there will be a beer sponsor for an event that showcases the pinnacle of human sporting achievements.