Coors Light launching new beer ahead of World Cup. See new drink

Ahead of this summer's World Cup, Coors Light is tapping into the growing market of non-alcoholic beers.

On April 29, Coors Light announced the launch of Coors 0.0%, the brand's first non-alcoholic beer, rolling out in Northeast retailers in May.

Coors 0.0% comes amid a boom in non-alcoholic beer sales, and as other brands like Heineken, Budweiser and Guinness have had NA options available for some time. From 2021 to 2025, NielsenIQ (NIQ), a Chicago-based marketing research firm, tracked a 134% increase in businesses offering NA options, as reported by the Brewers Association.

The reason for the increase? More consumers are interested in healthy alternatives, and a stigma that once existed around sobriety is starting to vanish, Dave Williams, president of beverage alcohol industry consultants, Bump Williams, previously told USA TODAY.

"Now, you can still enjoy beer, feel like you’re part of the moment, part of the group, part of the occasion, without having to incorporate any of your perceived objections or obstacles to the alcoholic side of it," Williams said.

Interested in trying a sip? Here's what to know about getting your hands on a can of Coors 0.0%.

When will Coors 0.0% be available to purchase?

Coors 0.0% launches in Northeast markets in May, with a national expansion in 2027, according to a news release.

Where will Coors 0.0% be available to purchase?

In May, Coors 0.0% will be available in Northeast markets, according to a news release. USA TODAY reached out to Coors for more information on specific retailers.

Coooors Call sweepstakes

In tandem with the NA release, Coors Light is hosting a "Coooors" call contest to match the energy of "gooooooooal." One grand prize winner will take home $10,000 for the best Coors call.

Adults 21 and up may enter in three ways:

• Website: Submit your email address, home address and date of birth at coorslightsoccer.com.
• Facebook: Follow Coors Light on Facebook and comment "Coors" on the sweepstakes' post with as many of the letter "o" as possible.
• Instagram: Follow Coors Light on Instagram, create and post an original video yelling "Coooooors!" Include the hashtags #CoorsCelebration, #Sweepstakes and #Coorslight in the caption.

The sweepstakes opens at noon CT on Thursday, April 30, and closes at 11:59 p.m. CT on July 31, according to the official contest rules.

Prizes include one grand prize of $10,000, five first-place prizes of $1,000, 30 second-place prizes of $100, and 200 third-place prizes of $10.

Greta Cross is a national trending reporter at USA TODAY. Story idea? Email her at [email protected].