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<ul><li>Anheuser-Busch InBev (<keyword id="1122151" type="ORGANIZATION" weightage="20" keywordseo="AB-InBev">AB InBev</keyword>) has now launched a non-alcoholic <keyword id="7985097" type="UNKNOWN" weightage="20" keywordseo="Budweiser-0-0">Budweiser 0.0</keyword>.</li><li>The new non-alcoholic beer promises to taste like the original <keyword id="148181" type="COMPANY" weightage="20" keywordseo="Budweiser">Budweiser</keyword>. </li><li>AB InBev was banned from the capital city for three years over tax evasion. </li></ul>Anheuser-Busch InBev (AB InBev), the company that produces Budweiser has now launched a non-alcoholic Budweiser 0.0.<br /><br />“Our foray into the non-alcohol beer segment in India is in line with our global goal to offer low and non-alcohol beverages to our consumers. One of our Global Smart Drinking Goals to Empower Consumers Through Choice is to ensure that No or Lower alcohol beer products make up at least 20% of our global beer volume by 2025. As of 2018, 8% of our global beer volumes came from No and Low alcohol beverages,” said Ben Verhaert, President – South Asia, AB InBev<br /><br />This new non-alcoholic version is to target the non alcohol drinking consumers, giving them more choices in the segment. "Budweiser is the fastest growing premium brand in the country and the launch of Budweiser 0.0 will further enable the brand to be inclusive, as many people today do not drink alcohol. For them, we would like to offer the great taste of our iconic signature lager that can be enjoyed across different occasions, freely and responsibly, when one cannot consume alcohol," said Verhaert.<br /><br />As it is ‘non-alcoholic’ the new Budweiser will also be available even in Gujarat where alcohol is prohibited.<br /><br />Recently, AB InBev was banned from the capital city for <a href="https://www.businessinsider.in/budweiser-beer-banned-in-delhi/articleshow/70452641.cms">three years over tax evasion</a>. SABMiller, which was acquired by the Belgium’s AB InBev in 2016, was caught trying to duplicate barcodes on its beer bottles, which allowed it to pay lesser levies.<br /><br />The report also says that two orders were passed by the Delhi city authority which wants to blacklist the beer maker for its discrepancies. <br /><br />As per the order, no fresh beer can be supplied in the city. <br /><br />However, the non-alcoholic Budweiser which was present in the market before the ban, will continue to be available.<br /><br /><strong>See Also:</strong><br /><a href="https://www.businessinsider.in/budweiser-beer-banned-in-delhi/articleshow/70452641.cms">Budweiser banned in Delhi after SABMiller, now owned by AB InBev, is accused of faking barcodes</a><br />

Budweiser has a new non-alcoholic version for Indian teetotallers

<ul><li>Earlier this month, Budweiser 0.0 rolled out a campaign titled 'Made Over Nights' featuring actor <keyword id="1516700" type="General" weightage="20" keywordseo="siddhant-chaturvedi" source="Orion">Siddhant Chaturvedi</keyword>, showcasing how his hard work and passion have defined his journey so far.</li><li>We speak to Vineet Sharma, Vice President Marketing - South Asia, AB InBev and Siddhant Chaturvedi about the ‘Made Over Nights’ campaign.</li></ul>Budweiser’s recent campaign aims to remind the audience that success takes its own sweet time and that kings are not made overnight. It celebrates the path to success which is marked by persistence, hard work, determination, and an indomitable spirit, not crushed by failures.<br />                <div type="Video" msid="90194387" hostid="261" title="Siddhant Chaturvedi on his latest brand association with Budweiser and current state of marketing in India" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=90194387"></div><br />So, for this campaign, Vineet Sharma, Vice President Marketing - South Asia, AB InBev said that Siddhant Chaturvedi was the perfect option. The campaign takes the audience back to the days when Bollywood actor Siddhant had just started auditioning, and takes us parallelly to him practicing his award-acceptance speech today. He thanks his mom, buds, landlady, cat, ex-girlfriend, spot boy, and everyone who showed up to encourage and support him through his journey. The film then re-establishes the prime narrative on how kings aren’t made overnight, they’re Made Over Nights. <br /><br />Telling us why the brand chose Siddhant to be the face of the campaign, Sharma said, “Made Over Nights is a tribute to everyone out there who's working to make their own dreams come true. Our core product insight while making this campaign was that our journey of the beer also takes twice as long as compared to any other ordinary beer -- which showcases that a great product needs time and effort to truly become iconic, and the same is true for all the folks out there who are hustling day and night. Made Over Nights is a representation of one such story which is of Siddhant Chaturvedi. He is a Bollywood youth icon and this is a very emotionally inspiring journey we have. He brings alive the right passion, culture and energy. His journey resonates well with our brand.”<br /><br />“How overwhelming has your overnight success been?” Siddhant is often asked by his fans but he says this is hardly true. He says that the Bollywood industry demands perfection and he has spent extended nights refining his skills, “constantly pushing to look beyond failures in the pursuit of delivering the finest.” <br /><br />So, he was thrilled when Budweiser approached him with an idea to share his struggles and success story with the world. “I've been following Budweiser; they always collaborate with upcoming artists all around the world. Lionel Messi, Houston were a part of it and these are the people who’ve inspired me in my own journey. So, when the conversation started with Budweiser, I was very excited to hop on. The fact that they chose me, made me feel like I have done something great in life. It is a validation of sorts. It made me feel that I have that potential, that I am upcoming.”<br /><br />After Gully boy, Indian brands rushed to rope in Siddhant. He has worked with Gordon India, Skechers, Lay’s, Ustraa, to mention a few. When asked how he chooses his brands, he said, “I don’t think I am in a position to select my brands right now. The brands select me; they see something in me which aligns with their campaign and their ideology.” <br /><br />In the age of social media, Millennial and Gen Z actors have an inherent advantage and are considered to have a relatively higher social media quotient. As a creator that caters to GenZ, with 2.2 million followers on Instagram and 40.1k million followers on Twitter, Siddhant has become a coveted option for brands. The young star has won many hearts with his films so far. He believes in a simple mantra, “Hustle Se Haasil” and that hard work pays off.<br /><br />With his latest campaign with Budweiser, Siddhant said he wants to inspire the younger generation to pursue their dreams, overcome challenges and find their own ground.<br /><br />Without revealing the budget for this campaign with Siddhant, Budweiser’s Sharma said that it is ‘massive.’ “The campaigns spends are quite massive because we see this as a year of recovery. Our commitment to India is strengthening year-on-year, Budweiser is the lead brand in our portfolio and it has a lot of brand love amongst the audience. That’s why our investments in this will be quite big-ticket during the summer. This is also the year where we believe consumer confidence is also high; they are much more open to hearing brand conversations and I believe we have the right message for them. While our investments were muted in the past two years, we are coming back at the right time. Summer is at its peak and I believe we will be putting quite a ‘bomb’ with this campaign.”<br /><br />Sharma has a big-scale media plan in mind for this campaign; it will be live across digital channels, television, print and will also be seen on digital billboards. It will be followed by an influencer marketing campaign with a similar set of brand advocates.<br />

Here’s why Budweiser chose Siddhant Chaturvedi to be the face of its ‘Made Over Nights’ campaign

<ul><li><keyword id="148181" type="COMPANY" weightage="20" keywordseo="Budweiser">Budweiser</keyword> partners with Lionel Messi. </li><li>Messi joins brand's joining roster that includes <keyword id="68475" type="SPORT" weightage="20" keywordseo="La-Liga">La Liga</keyword> stars Sergio Ramos and Marcelo. </li></ul><br />Budweiser 0.0 has announced a long-term partnership with global football icon Lionel Messi. The brand is celebrating his journey to the pinnacle of global football, defined by his commitment and relentless determination to both his teammates and craft. <br /><br />To introduce the collaboration, Budweiser 0.0 released “They Say”, a film designed to inspire fans to never give up on greatness by highlighting Messi’s journey of self-belief as he heads into his 20th professional season. <br /><br />The film also reveals the soon to be released limited-edition Lionel Messi bottle. The label celebrates the La Liga legend’s core values along with an original quote on what it takes to fulfill your potential; “life is about choices, sacrifices, determination and hard work”. It’s these attributes that sets Messi apart as the world’s greatest player and makes him so widely respected both on and off the field. <br /><br /><div type="Youtube" id="UCL1gukMCOI" title="Budweiser x Messi | Never Give Up on Greatness" thumbUrl="https://i.ytimg.com/vi/UCL1gukMCOI/mqdefault.jpg"></div><br />Over 19 years and counting with one club, Messi has journeyed to the top of global football from humble beginnings in Argentina. He wasn’t born the best but his relentless commitment to football and his ambition to be the greatest has seen him rise to the top of the game. He is the most awarded footballer of his generation and his accolades include a record-breaking six Ballon d’Ors, ten league titles, six domestic cup victories, four European Cups, all-time top scorer in La Liga and the first player in history to win six European Golden Boots. <br /><br />Reflecting on this, Lionel Messi commented, “I’m excited to partner with Budweiser to share my journey that was based on a determination to be the best player I can be. Day after day, year after year, it took sacrifice and hard work to reach my dreams. Hopefully fans around the world will find inspiration in my story to commit to their craft and never give up on greatness, no matter how hard the journey.”<br /><br />These shared values are also reflected in the brand’s own history and relentless pursuit of craft. Founded by the ambition of Adolphus Busch to create the world’s best American lager, Budweiser started out as a small brewery in St. Louis, Missouri, USA. Through commitment to its craft and loyalty to the brewing process for over 140 years, Budweiser has become the world’s most popular beer. <br /><br />Speaking about the partnership, Global VP of Budweiser <keyword id="9915868" type="UNKNOWN" weightage="20" keywordseo="Steve-Arkley">Steve Arkley</keyword> said; “Lionel Messi is a true icon and role model of his generation and for generations to come. His dedication and commitment to his craft reflect the same self-belief that has led Budweiser to become the King of Beers. We look forward to working together as partners to continue delivering on our ambition, reminding football fans worldwide that greatness is a journey that is worth the effort and determination.”<br /><br />Lionel Messi is the newest partner for the brand joining fellow La Liga stars Sergio Ramos and Marcelo. Budweiser 0.0’s football portfolio includes multi-year partnerships with La Liga and the Premier League, two of the top internationally reaching football leagues. The brand is also a 30+ year partner with FIFA World CupTM.<br /><br />The Messi edition bottle will soon be available at select bars and retailers across India. <br />

Budweiser 0.0 celebrates Lionel Messi’s journey with a brand film and limited-edition bottles

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Hollis Johnson/Business Insider</span></p><p class="caption">Booze-free beer is on the rise.</p></div><p></p></div></div></p><ul class="summary-list"><li><a href="https://www.businessinsider.com/category/anheuser-busch-inbev">Anheuser-Busch InBev</a> launched 12 new no- and low-alcohol beers in 2018. </li><li>Today, 8% of Bud Light and Budweiser's parent company's global beer sales by volume are from beers with lower or no alcohol, with plans to grow that figure to 20% by 2025. </li><li><span>AB InBev CEO Carlos Brito said Thursday that he expects the trend to continue to grow in the US, with the company testing an alcohol-free version of Budweiser. </span></li></ul><p>Booze-free beer is on the rise. </p><p>In 2018, Anheuser-Busch InBev launched 12 new no- and low-alcohol beers, the company announced on Thursday. At this point, 8% of the company's global beer sales by volume are from beers with lower or no alcohol, with plans to grow that figure to 20% by 2025. </p><p><span>Nonalcoholic brews are the fastest-growing segment in the beer industry, </span><a href="https://www.axios.com/alcohol-free-beer-sales-growth-34aae604-527c-4c88-89a3-e47193ffe327.html">the news website Axios recently reported</a><span>, citing a 2018 GlobalData report. <a href="https://www.businessinsider.com/bud-light-budweiser-plan-future-anheuser-busch-cmo-2019-2">As overall beer sales stagnate,</a> nonalcoholic-beer sales have grown by 3.9% on average for the past five years, according to <a href="https://www.wsj.com/articles/beer-is-unlikely-winner-from-teetotal-trend-11550062814">The Wall Street Journal.</a></span></p><p><span><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/millennials-gen-z-drinks-less-drags-down-alcohol-sales-2019-2">Sales of nonalcoholic booze are on the rise - and it reveals a dark truth about social-media surveillance culture</a></em><br /></span></p><p><span>AB InBev CEO Carlos Brito name-checked low- and no-alcohol beer as a crucial global trend in a call with investors on Thursday. </span></p><p><span>"I think for sure the US will follow that trend," towards less boozy or alcohol-free beers, Brito said. AB InBev has been testing Budweiser 0.0 - a 0% ABV version of the iconic brand - in certain American markets. </span></p><p><span>Millennials and Gen Zers around the world are drinking less than older generations.<a href="https://www.businessinsider.com/millennials-gen-z-drag-down-beer-sales-2018-2"> A 2018 report </a>from Berenberg Research found that respondents in their teens and early 20s were drinking over 20% less per capita than millennials - who drank less than baby boomers and Gen Xers - did at the same age.</span></p><p><em><strong>Read more:</strong><a href="https://www.businessinsider.com/millennials-gen-z-drag-down-beer-sales-2018-2"><span> </span>Millennials are dragging down beer sales - but Gen Z marks a 'turning point' that will cause an even bigger problem for the industry</a></em></p><p><span>The decline in younger people drinking has been tied to several factors. </span></p><p><span>Brito linked the growing importance of health and wellness for younger drinkers to the rise of lower-alcohol beers. In the era of legal weed, Gen Zers and millennials are more likely to favor marijuana over booze. And, social media-savvy individuals are <a href="https://www.businessinsider.com/millennials-gen-z-drinks-less-drags-down-alcohol-sales-2019-2">seeking control</a> in the face of constant social-media surveillance by cutting back on alcohol consumption. </span><span></span></p><p class="tagline"><a href="https://www.businessinsider.com/intelligence/future-of-retail-ai?IR=T&amp;utm_source=businessinsider&amp;utm_medium=ctgr&amp;utm_term=ctgr_leadgen&amp;utm_content=ecommerce_ctgr_leadgen&amp;utm_campaign=ecommerce_ctgr_leadgen_future-of-retail-ai"></a></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/ikea-product-naming-system-meaning-2017-10">Here's the meaning behind all of those obscure IKEA product names</a></h3>        <div>                    </div>    </div>

Budweiser's parent company is preparing for Gen Z to ditch booze with more alcohol-free beers

<p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span><a href="https://www.flickr.com/photos/gracesmith/5312114055/">Flickr/Grace Smith</a></span></p></div><p></p></div></div>Budweiser's new beer has one major difference from the brand's famous brew - it's 100%-alcohol free. </span></p><p><span style="font-weight: 400;">Budweiser Prohibition Brew recently debuted in Canada. The beer is intended to taste precisely like Budweiser, but without the alcohol, clocking in at 0.0% alcoholic content. </span></p><p><span style="font-weight: 400;">According to the company, Budweiser used "the lastest de-alcoholization technology" to create the brew.</span></p><p><span style="font-weight: 400;">"Our goals are to empower consumers with choice and change social norms, and this beer will achieve both," Kyle Norrington, the vice president of marketing at AB InBev-owned Canadian brewing company Labatt, said in a statement.  </span></p><p><span style="font-weight: 400;">The beer is part of a wider mission at Budweiser to offer an increased variety of beverages with less alcohol. In 2015, AB InBev committed to ensuring that no- and lower-alcohol beers would represent at least 20% of its global beer volume by 2025.</span></p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span><a href="https://www.facebook.com/BudweiserUSA/photos/pb.52880441687.-2207520000.1445019526./10152375218286688/?type=3&amp;theater">Budweiser on Facebook</a></span></p></div><p></p></div></div></p><p><span style="font-weight: 400;">Internationally, lower-alcohol beers are catching on, with non-alcoholic beers growing at </span><a href="http://www.beveragedaily.com/Markets/Non-alcoholic-and-low-alcohol-beers-Opportunities-and-challenges"><span style="font-weight: 400;">double the rate of the total beer market</span></a><span style="font-weight: 400;"> in terms of volume in the last five years. Low-alcohol beers' growth was triple that of the wider beer market. </span></p><p><span style="font-weight: 400;">Lower-alcohol beers have thrived in Western Europe, with the success of radlers (</span><span style="font-weight: 400;"><a href="http://americancraftbeer.com/item/what-the-hell-is-a-radler.html">beer mixed with soda or juice</a>)</span><span style="font-weight: 400;">, as well as countries, </span><a href="https://www.entrepreneur.com/article/250286"><span style="font-weight: 400;">such as Indonesia, </span></a><span style="font-weight: 400;">with significant Muslim populations who may choose to abstain from alcohol. </span></p><p><span style="font-weight: 400;">However, don't expect beer minus the booze to catch on in the US any time soon. The growth of low- and no-alcoholic options in the US </span><a href="http://www.just-drinks.com/comment/is-non-alcoholic-beer-a-threat-to-soft-drinks-comment_id119396.aspx"><span style="font-weight: 400;">has been minimal</span></a><span style="font-weight: 400;"> - especially compared to other countries. </span></p><p><span style="font-weight: 400;">So, Budweiser Prohibition Brew is probably going to stay north of the boarder - at least for now. </span><a href="http://adage.com/article/cmo-strategy/lowdown-budweiser-brews-alcoholic-version/304165/"><span style="font-weight: 400;">Budweiser told AdAge</span></a><span style="font-weight: 400;"> that the brand is "excited by the prospect that it could eventually be offered in the US," but that the beer is currently only available in Canada.  </span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/open-beer-without-bottle-opener-2016-5">8 ways to open a beer without a bottle opener</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="BqZzU3dzrWlb70hB4DuTriPpFR3BKCwv" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

Budweiser is launching a new beer that's missing the one thing that consumers love

<p></p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Netflix dropped the highly anticipated trailer for the second series of "Stranger Things" during the Super Bowl last night, earning the streaming service the biggest buzz generated by any of the big game commercials on Sunday night.<p>The "Stranger Things" ad gave viewers their first glimpse as to what Eleven, Mike and the rest of the gang will be getting up to since the first series and appeared to tease a new monster they will need to overcome. (<a href="http://uk.businessinsider.com/stranger-things-season-2-trailer-analysis-2017-2">Read our breakdown of the ad here</a>.)</p><p>"Stranger Things" generated 307,000 tweets between 6.30 p.m. and 11.00 p.m ET on Sunday, eclipsing the mentions of any other brand on Twitter during the big game, according to data from marketing technology company Amobee.</p><p>Here's the ad:</p><p>The next brand generating the most Twitter chatter on game day was T-Mobile, with some 91,700 tweets sent.</p><p>T-Mobile aired four ads during the game, including a spot starring Justin Bieber, another depicting Snoop Dogg and Martha Stewart reeling off puns, and two featuring actress Kristen Schaal.</p><p>Here's the Bieber spot, which has also racked up almost 9 million views on YouTube:</p><p>Beyond the top two, most of the other brands with the most mentions during the Super Bowl had a social message or made a statement about inclusiveness such as Airbnb, Audi, Coke, Budweiser, and 84 Lumber.</p><p><strong>Top 10 Super Bowl brand mentions on Twitter (Source: Amobee)</strong></p><ol><li>"Stranger Things" - 307,000 tweets</li><li>T-Mobile - 91,700 tweets</li><li>Mr Clean - 80,800 tweets</li><li>Airbnb - 77,800 tweets</li><li>Coca-Cola - 74,500 tweets</li><li>Audi - 73,100 tweets</li><li>Budweiser - 72,200 tweets</li><li>84 Lumber - 68,000 tweets</li><li>"Guardians of the Galaxy 2" - 54,400 tweets</li><li>Intel - 27,300 tweets</li></ol><div></div><div></div>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/wpp-ceo-sir-martin-sorrell-ces-interview-2017-1">WPP CEO Sir Martin Sorrell on Snapchat becoming the 'third force' to Google and Facebook</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="RvMTYwOTE6s1CHtOKcyd4uhbHfP3XE8T" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

Netflix was the Super Bowl advertiser that generated the most buzz

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Good morning. Here's everything you need to know in the world of <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> today.</p><p><strong>1. <a href="http://www.businessinsider.com/the-30-biggest-media-owners-in-the-world-2016-5">Here is a ranking of the 30 biggest media companies in the world.</a></strong> In 2015, Google, Facebook, Baidu, Yahoo, and Microsoft accounted for 19% of the global ad spend flowing through all media, according to media agency ZenithOptimedia's report.</p><p><strong>2</strong><strong>. <a href="http://nypost.com/2016/05/31/viacoms-ad-sales-chief-headed-to-snapchat/">Snapchat is hiring a new COO, Viacom's ad-sales chief Jeff Lucas, according to the New York Post.</a></strong> Lucas could be helpful to the company as it prepares for an anticipated IPO in the next couple years.</p><p><strong>3. <a href="http://www.businessinsider.com/jeff-bezos-on-critics">Jeff Bezos on Peter Thiel: "Seek revenge and you should dig two graves, one for yourself."</a> </strong>Bezos was asked for his thoughts on the controversy surrounding Peter Thiel funding Hulk Hogan's lawsuit against Gawker Media.</p><p><strong>4. </strong><a href="http://www.businessinsider.com/jack-wills-ad-banned-by-asa-2016-5"><strong>Two Jack Wills ads were banned for showing "sexualized" images of a "pyjama party" to teenagers.</strong> </a>The UK's Advertising Standards Authority (ASA) banned two pages of the retailer's Spring catalog for featuring partially dressed models with suggestive captions.</p><p><strong>5. <a href="http://www.businessinsider.com/apple-removes-lesbian-couple-from-mothers-day-ad-in-some-countries-2016-5">Apple removed a same-sex couple from some of the international versions of its Mother's Day ad.</a></strong> Among the many pictures of children and their mothers in the US version is an image of a same-sex female couple lying down and smiling at the camera, alongside two babies - this image was edited out in the French version.</p><p><a href="http://www.businessinsider.com/the-30-biggest-media-owners-in-the-world-2016-5"></a><strong>6. </strong><a href="http://www.businessinsider.com/richard-branson-fails-virgin-companies-that-went-bust-2016-5"><strong>Here are 14 Virgin companies that even Richard Branson could not stop going bust.</strong> </a>The mogul has launched more than 400 companies under the Virgin brand: everything from airlines, to wine clubs, to underwear - unsurprisingly many of them have failed.</p><p><strong>7. <a href="http://www.businessinsider.com/minecraft-bans-advertisers-2016-5">Minecraft has banned advertisers from building attractions inside the game.</a></strong> Minecraft-maker Mojang announced in a blog post on Tuesday that it will no longer allow the promotion of unrelated products or causes out of a concern for control and user enjoyment.</p><p><strong>8. </strong><a href="http://www.businessinsider.com/budweiser-debuts-new-non-alcoholic-beer-2016-5"><strong>Budweiser is launching a new beer that's missing the one thing that consumers love.</strong> </a>Budweiser Prohibition Brew recently debuted in Canada - the beer is intended to taste precisely like Budweiser while clocking in at 0.0% alcohol content.</p><p><strong>9. </strong><a href="http://www.businessinsider.com/coca-cola-turned-its-can-into-an-us-flag-2016-5"><strong>Coca-Cola is branding its cans in the US flag to salute the nation's troops.</strong> </a>The soft-drink giant has jumped on the patriotic re-branding band wagon, by releasing a new can design made up of red and white stripes, with a blue corner section.</p><p><strong>10. <a href="http://www.prnewswire.com/news-releases/marketo-enters-into-definitive-agreement-to-be-acquired-by-vista-equity-partners-for-179-billion-300276843.html">Marketo was acquired by Vista Equity Partners for $1.79 billion.</a> </strong>Marketo CEO Phil Fernandez said the all-cash deal will "allow Marketo to continue to focus on customer success and to remain the independent category leader, continuing to set the agenda for product innovation and thought leadership for the entire digital marketing industry."</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/newly-discovered-dinosaur-osteoarthritis-2016-5">Scientists discovered something heartbreaking about this newfound dinosaur</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="NmajNvMzE6PcqWRWOqo_2Df0NcMtFZWL" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

The 10 things in advertising you need to know today

<ul class="summary-list"><li><keyword id="1284684" type="PERSON" weightage="60" keywordseo="Non-alcoholic">Non-alcoholic</keyword> <keyword id="6359860" type="UNKNOWN" weightage="60" keywordseo="Beer">beer</keyword>, like Brooklyn Brewery's Special Effects, has seen huge growth in the past year.</li><li><keyword id="8764262" type="UNKNOWN" weightage="60" keywordseo="covid">Covid</keyword> lockdowns are leading us to rethink our habits, while innovations have made NA beer tastier. </li><li>The global market for NA beer could be worth $29 billion by 2026, according to <a href="https://www.prnewswire.com/news-releases/non-alcoholic-beer-market-to-hit-29-billion-by-2026-says-global-market-insights-inc-301204805.html">one</a> prediction. </li></ul><p>A few years back, Eric Ottaway was traveling in Europe when he noticed something about the way people were <keyword id="31485" type="ORGANIZATION" weightage="60" keywordseo="drinking">drinking</keyword>. </p><p>Ottaway is the CEO of <a href="https://www.businessinsider.com/brooklyn-brewery-craft-beer-global-brand-2013-10">Brooklyn Brewery</a>, one of the largest <a href="https://www.businessinsider.com/presenting-how-to-start-run-grow-craft-brewery">craft-beer</a> outfits in the United States, so has an eye for such things - and what he saw intrigued him. Instead of knocking back full-strength beer, a surprising number of folks in pubs seemed to be choosing low-alcohol beverages. </p><p>"At lunch, after work, wherever," Ottaway says when we speak. "It was just totally, completely normal."</p><p>In some European countries, "low- and no-", as the sector is called, is indeed pretty hefty: one in ten beers sold in Sweden is alcohol-free, while in Spain, <em>cerveza sin</em> makes up 14% of sales. Nearly every local brewery in Germany offers an <em>alkoholfrei</em> alternative, a characteristically pragmatic balance between the Protestant work ethic and a weakness for lunchtime <em>pils</em>. </p><p>In the U.S., by contrast, until recently non-alcoholic beer has accounted for less than half a percent of the beverage sold annually. Ottaway saw an opening.</p><p>Ottaway and his brewmaster, Garrett Oliver, got to work, and 18 months later they unveiled Special Effects. They launched it in Europe in 2018, where it promptly became their fourth-best seller. Since debuting in the U.S. in late 2019, it's done nearly as well.</p><p>Encouraged - and, Ottaway admits, a little surprised - Special Effects IPA, with bright citrus notes and more powerful hops, came next. It, too, has been doing remarkably well: in January, the new Special Effects duo accounted for a quarter of Brooklyn's sales.</p><p>Non-alcoholic (NA)'s share of the total American beer market is still tiny - less than 0.5% of overall sales in liquor and grocery stores - but it's increasingly seen as the next trend in craft beer. In early 2020, NA beer sales jumped by nearly 40% over the previous year, according to Nielsen. <a href="https://www.prnewswire.com/news-releases/non-alcoholic-beer-market-to-hit-29-billion-by-2026-says-global-market-insights-inc-301204805.html">Another report </a>predicts that by 2026 the market for non-alcoholic beer could be worth $29 billion globally, and $6.4 billion in the U.S. alone.</p><p><a href="https://www.businessinsider.com/american-craft-breweries-having-a-local-impact">Craft</a> outfits such as Brooklyn, Connecticut's Athletic Brewing and California's Surreal Brewing - which produce only no-<keyword id="6359858" type="UNKNOWN" weightage="60" keywordseo="alcohol">alcohol</keyword> beer - are leading the charge, but the multinational goliaths are racing to catch up. The Asahi group launched Peroni Libera in time for Dry January 2019, closely followed by the "malt beverage" Heineken 0.0%. Budweiser Zero was unveiled last July, under the tagline "zero alcohol, zero compromise." There are even alcohol-free "spirits" such as the British brand Seedlip, which launched in the US in 2017 and, at around $30, will set you back roughly the same as a decent gin<strong>. </strong></p><p>What's curious is that all this is happening during a one-in-a-century pandemic. Early indicators suggested that many Americans (particularly women) were <a href="https://www.businessinsider.com/americans-drinking-more-alcohol-2020-pandemic-hard-seltzer-sales-growth-2020-11">drinking more alcohol</a> than ever, and that <a href="https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2770975">binge</a> drinking and <a href="https://onlinelibrary.wiley.com/doi/abs/10.1111/dar.13064">drug</a> <a href="https://emergency.cdc.gov/han/2020/pdf/CDC-HAN-00438.pdf">overdoses</a> increased as people entered lockdowns. Even the WHO sounded the alarm, going so far as to produce a dossier in September pointing out that alcohol can't prevent anyone catching Covid-19 - and, of course, as the most abundantly available psychoactive drug on the planet, consuming too much of it causes untold harm.</p><p>But even before the pandemic left us more isolated, more lonely, more bored, more scared - or some toxic mix of all of those things - it seemed that many of us were starting to think about what we were drinking, and wondering whether it was time for a <a href="https://www.businessinsider.com/dry-january-sober-listen-bar-new-york-city-2020-1">fresh start</a>. </p><h2>THE FLAVOR WAS GRIM </h2><p>There is at least no great mystery about why so few Americans drank non-alcoholic beer until recently: it tasted repellent. Making beer that's low in "gravity," the technical term for low-alcohol, while retaining its flavor is one of the toughest tricks in the business. Until just a few years ago, brewers basically had only two options to make zero-alcohol beer: either halt fermentation before enough sugar had converted to ethanol, or brew as normal and then heat the liquid until the alcohol has boiled off, which removes its characteristic hoppy top notes.</p><p>"The problem is, both taste a bit grim," says Rob Fink, who runs the boutique British brewery Big Drop, which is now being brewed in Chicago and distributed nationwide. </p><div type="image" title="Beer gloves london" height="4018" width="2794" msid="80882321" hostid="261"></div><p>Beer's sheer complexity - the orchestral range of organic flavors, from the creamy bass of malt to the astringent tang of hops - means that one bum note can ruin the whole ensemble. Alcohol doesn't originate flavor, but plays an all-important role in carrying it, improving texture and "mouthfeel" as well as giving heft to a brew. "It's like salt," is how Fink describes it. "Almost everything tastes better with salt."</p><p>Fink notes that until recently drinks industry experts called alcohol-free beer a "distress purchase" - something consumers buy only because they have no other option. "And it really was distressing," he adds.</p><p>Super-light beers have been part of brewing culture for centuries: in Europe during the Middle Ages, brewers manufactured so-called "small beers" containing less than 2% alcohol, which were even given to children (safer than drinking untreated water, it was thought). </p><p>Americans became interested in alcohol-free options during the early twentieth-century Temperance movement. Under Prohibition, the only way for many breweries to survive - legally, at least - was to switch production to so-called "near beers", which sat under the 0.5% alcohol threshold.</p><p>Unfortunately, "near beer" was roughly as successful as the rest of Prohibition: it simply didn't taste anything like the real thing. And nothing much changed in that department for decades.</p><p>But in the last five years a revolution has been under way. Taking inspiration from the revival of long-dead styles and techniques, specialist microbreweries have gone back to their pilot brewing kits and adapted antique recipes and employed specialty grains, among them barley, rye, wheat and oats. One option is to use so-called "lazy yeast" - usually scorned by brewers - which ferments more slowly, thus enabling flavor to develop while keeping alcohol levels low. </p><p>Different hop variants ("some really expensive ones!", laughs Fink) can add more depth and texture, helping them fine-tune taste profiles. Fink's brewery sometimes adds lactose to thicken mouthfeel and make their brews taste heftier - a tradition that harkens back to the British "milk stouts" of the Victorian era, which were sold as fortifying beverages.</p><div type="image" title="bar mask" height="4000" width="5333" msid="80882324" hostid="261"></div><p>Science has also come to brewers' aid. One approach is vacuum distillation, reducing the liquid's boiling point so that less damaging heat is required, which was pioneered in the 1980s but has recently come into its own; the British brands Free Dam and Lucky Saint are known to use it. Another - employed by the TwoDEEP craft brewery in Indianapolis - is "reverse osmosis,"  a chemical filtration process. Others use "membrane filtration", running the beer through a customized filter that allows only alcohol, color and some flavors through; water is removed, the alcohol distilled off, and then the water is re-added, resulting in NA beer.</p><p>Ottaway - like many of his rivals - is wary of giving away trade secrets about how Brooklyn makes its two kinds of Special Effects, but says he's confident that they taste every bit as good as full-strength brews. "It's a technical challenge, for sure, but I think we've gotten pretty good at it."</p><h2><strong>DRINKING MINDFULLY </strong></h2><p>OK, so brewing techniques have adapted, but attitudes toward alcohol itself seem to be undergoing a sea change, the likes of which we haven't seen for generations. Beer, it might be said, is changing more rapidly than during the "real ale" campaigns in the UK in the 1970s and 80s or the North American-led craft beer revolution of the 1990s and naughts. Conceivably even since the ninth century, when French Benedictine monks first thought of adding hops as a preservative.  </p><p>Perhaps as a result of that ill-fated experience with Prohibition, or lingering associations with religious constraints or finger-wagging puritanism, many American drinkers are sensitive about saying they'd prefer a low- or no-alcohol option, especially in a bar. </p><p>"That's beginning to shift," says Sophia Shaw-Brown, an insight manager at the global drinks-industry analyst IWSR, which has identified the low- and no- trend as the biggest earthquake to hit producers in years. "There's a lot less pressure for people to follow social norms than there once was; if you're going for drinks after work, it's more acceptable to say, 'I'm going to moderate.'"</p><p>Certainly "mindful drinking" seems to have gathered steam in recent years. Generation-Z twentysomethings <a href="https://www.businessinsider.com/millennials-gen-z-drinks-less-drags-down-alcohol-sales-2019-2?r=US&amp;IR=TIR=T">drink</a> perhaps a fifth less than millennials did at their age (they may simply be getting intoxicated more creatively, though: some research suggests that they use recreational drugs more <a href="https://www.addictioncenter.com/news/2020/11/young-adults-abstaining-alcohol/">often</a>). </p><p>After interviewing hundreds of consumers across 10 countries, the IWSR team found that low- and no- consumers skew older: professionals settling into their careers. And there was one key reason to cut down: wanting to avoid the effect of alcohol on their bodies. "That came far above other factors like cost, medical, pregnancy, weight loss - things that you'd assume would play a bigger role," says Shaw-Brown.</p><p>Ottaway agrees: "When you're not 21 any longer, drinking 7% beer hurts the following day. And retailers are wising up to that. They're realizing that they're losing consumers who only want to have one drink because they've had enough alcohol." NA beer is also significantly better for your waistline: a 12oz serving of Brooklyn Special Effects contains 102 calories, as opposed to 170 for a standard Brooklyn Lager. </p><p>To put it in other words, the trend for <keyword id="6374697" type="UNKNOWN" weightage="60" keywordseo="wellness">wellness</keyword> seems finally to have caught up with the industry. The pastel-bright, Instagram-ready branding of many low- and no-alcohol products indicates the market segment they're aiming for; so too do the names of alcohol-free beers like WellBeing Brewing in Missouri and the UK-based Nirvana, which go heavy on the healthful vibes. </p><p>Erdinger, one of Germany's most famous export brands, now markets its low-alcohol wheat beer as an "isotonic, vitamin-rich" drink and even doles out free samples at major sporting fixtures like the Berlin Marathon.</p><p>Even dietary restriction fads seem to have touched the world of beer, says Rob Fink: "You have to laugh. A few years ago, we couldn't persuade <keyword id="6355410" type="DEFINITION" weightage="60" keywordseo="BARS">bars</keyword> to look at no-alcohol beer. Now everyone asks: 'Is it gluten-free? Is it vegan?'" </p><div type="image" title="BB pour .JPG" height="2344" width="3516" msid="80882326" hostid="261"></div><p>Where is Covid in all this, though? Drink sales have traditionally depended on people going out - which, of course, almost none of us are doing at the moment. Fink, who entered 2020 with ambitious plans for expansion in bars and pubs, says that the collapse there has - to his mild astonishment - been offset by a surge in web sales. </p><p>He doesn't think the reasons are complicated. "I'm sure I'm as guilty as the next man at saying, 'OK, it's 3pm, we're in lockdown, let's open the beer,' he says. "But that's not sustainable: you can't do that long-term, particularly if you're looking after kids and trying to work remotely or whatever."</p><p>"People who like to drink nice wine have set up wine subscriptions or meat and veg-box subscriptions," he adds. "Buying alcohol-free beer by the case fits nicely into that."</p><p>Ottaway wonders if lockdown has, in fact, made many of us more aware of how much we drink; whereas in a bar someone else clears away the empty bottles and rinses the glasses, when we're stuck at home there's nowhere to hide. "You can feel it in the curbside recycling," he laughs.</p><p>More than that, a crisis such as Covid has made so many people more conscious of how alcohol consumption affects our health. A third of the drinkers Shaw-Brown's team spoke to said they were entering 2021 determined to be healthier; nearly 40% said that the pandemic had made them drink less. "Suddenly health and wellness are at the forefront of people's minds," she says. "For alcohol-free, it's a kind of perfect storm." 101 years after Prohibition began, only to be abandoned, teetotalism seems to be creeping back into the US by stealth.</p><p>The huge question, of course, is what happens in the post-Covid world. If vaccinations manage to turn the tide and we're able to lead some version of the lives we used to - assuming that day ever arrives - will we head straight to the bar on the corner and cram into that sweaty basement gig, beer in hand?</p><p>Ottaway hopes yes - it's just that the beer might not be an alcoholic one. "Alcohol is a great social lubricant," he observes. "But you don't have to have alcohol to feel social."</p>

How the coronavirus has boosted non-alcoholic beer

<h3><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Facebook/Matt Corby</span></p><p class="caption">This photo prompted the class-action lawsuit against Subway.</p></div><p></p></div></div></h3><h3>1. <a href="http://www.businessinsider.com/the-best-things-to-buy-in-march-2016-2">The best things to buy in March</a></h3><p><span>Many </span><a href="http://www.cheapism.com/blog/4065/february-deals">February deals</a><span> may still be in effect, albeit with smaller selections on goods such as winter apparel, breakfast and snacks, and Valentine's Day chocolate.</span></p><h3>2. <a href="http://www.businessinsider.com/subway-forced-to-change-its-sandwiches-2016-3">A photo forced Subway to make a major change to its sandwiches</a></h3><p><span>An Australian customer showed a Subway footlong sub next to a tape measure that indicated the sandwich was only 11 inches long. <span>As part of the</span><span> </span><span>settlement agreement, Subway will start requiring franchisees to measure the bread they serve to ensure that footlong subs are 12 inches and 6-inch subs are no less than 6 inches.</span></span></p><h3>3. <a href="http://www.businessinsider.com/dunkin-donuts-takes-on-mcdonalds-starbucks-2016-2">Dunkin' Donuts is fighting back against Starbucks and McDonald's</a></h3><p><span>Amid falling sales and increased competition, Dunkin' Donuts is </span><a href="http://www.bloomberg.com/news/articles/2016-02-24/dunkin-donuts-fights-to-reclaim-breakfast-in-mcdonald-s-battle">revamping</a><span> its counter and drive-thru menus at its 8,400 U.S. restaurants to emphasize its signature coffee and "all day breakfast" options. It's also taking away combo meal options.</span></p><h3>4. <a href="http://www.businessinsider.com/starbucks-drink-tastes-like-butterbeer-2016-2">Starbucks' new flavor is blowing up on the internet because it reminds people of Harry Potter</a></h3><p><span>Harry Potter fans were quick to call Starbucks' new Smoked Butterscotch drink "butterbeer". I<span>n an interview with Bon Appetit in 2002, the author says she imagines butterbeer tastes like "less sickly butterscotch."</span></span></p><h3>5. <a href="http://www.businessinsider.com/girl-scouts-55-million-oscars-bit-2016-2">The Girl Scouts got $5.5 million in free advertising</a></h3><p><span>With an estimated value at $5.5 million, Girl Scouts' free promotion at the Oscars was even more valuable than another recent piece of unpaid advertising: Peyton Manning's Budweiser shout-out after the Super Bowl.</span></p><h3>6. <a href="http://www.businessinsider.com/how-amazon-retail-stores-could-disrupt-traditional-shopping-experience-2016-2">Amazon could change your shopping experience with its own retail stores</a></h3><p><span>Amazon has the potential to be an example for traditional <keyword id="6354851" type="ORGANIZATION" weightage="100" keywordseo="Retail">retail</keyword> stores. Amazon is known for trying new things, and it could use its technology and massive amount of user data to come up with a new way of shopping in-store.</span></p><h3><span>7. <a href="http://www.adweek.com/adfreak/mcdonalds-now-making-happy-meal-boxes-turn-virtual-reality-headsets-169907">McDonald's Sweden is testing Happy Meal boxes as virtual reality headsets</a><br /></span></h3><p><span><a href="http://happygoggles.se/en/">Happy Goggles</a> are on its way to 14 restaurants at McDonald's in Sweeden. The VR Happy Meal headsets are part of promotion in the region to push <span>"Sportlov", a <span>recreational holiday, during which many families go skiing, reports <a href="http://www.adweek.com/adfreak/mcdonalds-now-making-happy-meal-boxes-turn-virtual-reality-headsets-169907">Ad Week.</a> </span></span></span></p><h3><span><span><span>8. <a href="http://fox8.com/2016/03/01/chick-fil-a-challenging-families-to-coop-up-their-cell-phones/">A Chick fil A in Georgia is challenging families to put away the cell phones</a><br /></span></span></span></h3><p><span><span><span>A Chick fil A in <span>Suwanee, Georgia developed a 'cell phone coop' in which families are encouraged to drop their cell phones in a box so that they can enjoy a meal together, according to <a href="http://fox8.com/2016/03/01/chick-fil-a-challenging-families-to-coop-up-their-cell-phones/">FOX 8 Cleveland.</a> If the families go through with it, they earn a free ice cream.</span></span></span></span></p><h3>9. <a href="http://www.ign.com/articles/2016/02/29/taco-bell-serving-cheetos-crunchwrap-sliders-in-canada">Taco Bell is serving a new item in Canada</a></h3><p><span><span><span><span>Taco Bell is introducing 'Cheetos Crunchwrap sliders' to its menu in Canada. It's a <span>smaller-sized Crunchwrap, that combines its crunchwrap with Cheetos jalapeno snacks, sold for $3.00, according to <a href="http://www.ign.com/articles/2016/02/29/taco-bell-serving-cheetos-crunchwrap-sliders-in-canada">IGN.</a></span></span></span></span></span></p><h3>10. <a href="http://fortune.com/2016/02/29/cadbury-creme-egg-mcflurry/">McDonald's releases new McFlurry flavor</a></h3><p><span><a href="https://mcdonalds.com.au/menu/cadbury-cr%C3%A8me-egg-mcflurry%C2%AE">The Cadbury Creme Egg McFlurry</a> is coming to McDonald's menus in the UK and Australia, reports <a href="http://fortune.com/2016/02/29/cadbury-creme-egg-mcflurry/">Fortune.</a> </span></p>

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