Super Bowl Spotlight: How Non-Alcoholic Beverages Are Changing the Game 

For the past few years, the rise of non-alcoholic adult beverages has been one of the most discussed trends in the industry—and one Liquor License Advisor has covered extensively in our newsletters. From shifting consumer habits to major brands investing in alcohol-free alternatives, this movement has been impossible to ignore. Now, with two major Super Bowl commercials, the conversation has once again gained traction, signaling that zero-proof beverages are reshaping the market. 

The First Non-Alcoholic Beverage Super Bowl Ad (2023) 

In 2023, Heineken made history with Heineken 0.0, becoming not just the first non-alcoholic beer to be showcased, but the first non-alcoholic adult beverage overall to be advertised during a Super Bowl. This wasn’t just another commercial—it was a defining moment for the alcohol industry. While non-alcoholic beverages had already been gaining traction, their presence on one of the world’s biggest advertising stages signaled a mainstream breakthrough. Alcohol-free options were no longer just a niche trend; they had officially entered the mass-market conversation.

While 2024 saw a brief pause in zero-proof beverage advertising, the trend continued. The absence of these products during the 2024 Super Bowl doesn’t appear to be linked to a decline in sales—it was clear that brands would re-enter the national advertising stage soon.

Non-Alcoholic Beverages Return to the Super Bowl (2025) 

Non-alcoholic beverages made a strong comeback in 2025, with Michelob Ultra Zero featured in Michelob Ultra’s Super Bowl commercial. Though the ad focused primarily on its alcoholic beer, the inclusion of its zero-proof option was still a significant moment for the industry. Best Day Brewing also aired a commercial solely dedicated to its non-alcoholic beer, further reinforcing the category’s growing presence.

With these brands making major ad investments, the resurgence of non-alcoholic beverages in Super Bowl advertising wasn’t just a continuation—it was a clear signal that alcohol-free options, particularly beer, have become an influential category in the market.

What This Means for Your Business: Staying Competitive with Zero-Proof Beverages 

As visibility grows—especially through high-profile advertising like the Super Bowl—it’s clear that non-alcoholic beverages are reshaping the industry.

For liquor stores, bars, and restaurants, offering alcohol-free options is no longer optional—it’s essential. Staying competitive means embracing this shift, expanding product selection, and catering to the evolving preferences of your customers.

At Liquor License Advisor, we’re here to help you stay ahead in this evolving market.