As the world prepares for the 2026 FIFA World Cup, beer giants are betting billions that the future of drinking culture may involve less alcohol, not more.

Budweiser, a beer brand, aimed to elevate its non-alcoholic beer, Budweiser Zero, by leveraging its hockey legacy during Alex Ovechkin's pursuit of Wayne Gretzky's all-time goal record in Canada.

Budweiser is introducing Budweiser Zero, which, as the name implies, is a no-alcohol beer that also has no sugar and 50 calories per 12-ounce can. It’s being hawked by former NBA superstar Dwyane Wade ...