Heineken USA plans to run a 30-second Super Bowl ad for its Heineken 0.0 nonalcoholic beer, enlisting actor Paul Rudd as Marvel’s Ant-Man to make the pitch.
Sales volume in low- and no-alcohol was $2.5 billion, while the overall U.S. alcohol market totaled $188.3 billion.
Ad spending to promote nonalcoholic beer on national television, by comparison, totaled $9.7 million in January, up from $1.4 million in January 2019.
Boisson Inc., a retailer of nonalcoholic beer, wine and spirits with 10 stores in New York and California, said it is increasing its marketing spending.
SipSteady co-hosted a Dry Vibes event in January in Kansas City that included tastings of nonalcoholic beverages.