Labatt Expands Non-Alcoholic Lineup with Launch of Michelob ULTRA Zero in Canada
New 0.0% beer builds on moderation and wellness trends across the country
TORONTO — Labatt Breweries of Canada, the nation’s leading brewer, has announced the launch of Michelob ULTRA Zero, a new non-alcoholic beer crafted for Canadians embracing balance, wellness, and moderation.
With 0.0% alcohol by volume and just 30 calories per 355mL can, Michelob ULTRA Zero is brewed for active adults seeking mindful drinking choices without compromising on flavour. The innovation expands Labatt’s fast-growing portfolio of alcohol-free products, which already includes Budweiser Zero and Corona Cero—the latter now ranked as Canada’s number one non-alcoholic beer according to Nielsen data.
“Labatt’s commitment to Canadian consumers drives us to innovate and expand in categories where we see demand growing,” said Doug Port, Vice President, Ready-To-Drink and Non-Alcoholic Beverages at Labatt Breweries of Canada. “With the non-alcohol beer segment continuing to gain momentum, this is the ideal time to debut another alcohol-free beer with Michelob ULTRA Zero.”
The launch aligns with broader shifts in consumer behaviour, as more Canadians choose moderation and wellness-focused products. The new addition to the Michelob ULTRA brand family builds on its image as the beer for active lifestyles — and will feature prominently in Labatt’s major sports partnerships, including the NBA in Canada, PGA TOUR, and the FIFA World Cup 2026™.
“These partnerships showcase the brand on some of the world’s biggest stages, creating more opportunities for fans to try and enjoy Michelob ULTRA Zero,” added Port. “By complementing these major cultural moments with non-alcoholic options, it delivers on Labatt’s commitment to offer meaningful brand experiences while promoting choice and responsible consumption.”
Michelob ULTRA Zero will be available nationwide at participating retailers by the end of October, in both 6-pack and 12-pack can formats.
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