AB-InBev launches zero-carb beer ‘Bud Light NEXT’ in the US

ABInBev has released its first zero-carb beer, named Bud Light NEXT, alongside the launch of its new Super Bowl commercial this week.

The light 4%-ABV lager, which has taken ABInBev 10 years to create, contains zero-carbs and contains 80 calories. The launch will be bolstered by both the Super Bowl spot as well as an additional sweepstake campaign to gain traction and interest among consumers.

The commercial, which features four vignettes synced to the tune of Barbra Streisand’s hit song Gotta Move, is titled, ‘Zero in the Way of Possibility’ and also shines a light on the brand’s recent entry into the NFT space.

Andy Goeler, vice president of marketing, Bud Light said: “This Super Bowl, we celebrate a historic moment in Bud Light and Anheuser-Busch’s history: the introduction of Bud Light NEXT, our first-ever zero carb beer. Ten years in the making, Bud Light NEXT is a symbol of our continued commitment to innovation. Now, on advertising’s biggest stage, we’ll pay tribute to those who are pushing boundaries and redefining the world around us every day.”

ABInBev explained that its sweepstake initiative running alongside the launch will mean that when fans spot a ‘zero’ in their everyday lives, Bud Light NEXT might add a ‘zero’ to their bank account. From now until 18 February, fans can enter the ‘Spot a Zero, Add a Zero’ sweepstakes by posting photos on social of all the zeros in front of them – “Zeros in the Bud Light NEXT spot, zeros on NEXT cans, zeros in other ads, zeros on street signs, and zeros anywhere in between – using #SpotAZero and #Sweepstakes for a chance to win US$10,000.

According to ABInBev, Bud Light NEXT drinkers are people looking for a beer that breaks the barriers of a traditional lager and offers the sessionability and stats of a seltzer.

Bud light NEXT is available across the US in stores wherever Bud Light is sold.