Product Portfolio
Choice is everything to Smart Drinking, since people need options that support these behaviors - like No- or Low-Alcohol Beer (NABLAB) alternatives with less than 3.5% ABV. These let adults of legal drinking age continue enjoying their favorite brands while pacing or tapering off their alcohol consumption, as we saw when NABLAB options were introduced into the UK market. With those drinks available, the total volume of alcohol purchased dropped - especially among young adults of legal drinking age and heavy drinkers.
As noted in a 2016 study1, “[a]n increase in the availability of no- and low-alcohol products could contribute to reduction of harmful alcohol use in two ways: by current drinkers replacing the alcoholic beverages consumed with similar beverages of lower strength; or by switching to non-alcoholic alternatives for part of their time; in both cases reducing the average amount of alcohol consumed.” We are innovating and globally distributing an array of great-tasting Noand Low-Alcohol Beers (NABLAB) that consumers can use as tools to comply with emerging social norms regarding responsible drinking patterns.
AB InBev took on the aspirational goal of ensuring NABLABs represented at least 20% of our global beer volume by the end of 2025.
NAB
What is NAB summary
LAB
What is LAB summary
NABLABs are now the fastest-growing category worldwide, and we’re leading the way.
For example, we’ve expanded our non-alcoholic beer portfolio from 26 to over 40 brands - XX of which were new in 2022 - over the last five years. Why so many? Because our years of effort toward our 20% goal have given us some key insights, like the importance of having NABLABs embedded into our established brands. Now we have NABLABs available in XX of our top 20 markets, and they represent XX% of our global volume - a growth of XX% over 2021.
We’ve even reached our 20% target in XX markets
Ambition
Ensure No- and Low- Alcohol Beer (NABLAB) products represent at least 20% of AB InBev’s global beer volume by the end of 2025.
Progress
This year NABLAB represented 6.7% of beer volume. While we are not on track to meet our goal by 2025, we have achieved the 20% in some countries, such as China and Panama. Moreover, we have gained significant insight into the NABLAB occasions. We have used this insight to ramp up our NABLAB innovations, such as Stella Artois 0.0 and Corona Sunbrew, and one of the key insights in the importance of having a NABLAB offering using our established brands. We have expanded our NAB portfolio significantly from 26 to 42 brands over the last five years. These NAB brands are now available in 17 of our top 20 markets that represent 90% of our global volume, with LAB brands (3.5% alcohol or below) available in 14 markets.
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