04 May 2026
Coors 0.0 is rolling out in select Northeast markets this month, marking the first non-alcoholic beer in the brand's 150-year history. A nationwide launch is planned for 2027. The timing is deliberate: Molson Coors is leaning into the 2026 FIFA World Cup, positioning Coors 0.0 as the beer for fans who want to stay in the moment.
Matt Carpenter, Coors' VP of marketing, on why now:
"Launching it during the biggest soccer summer North America has ever seen felt like the perfect occasion."
When the last major American macro lager finally shows up to the NA party, you know the category has fully arrived. Whether it actually tastes like anything is a separate question, and one worth asking.