Of course market share is also a consideration. Owning the lion's share of even a small market can be profitable. She's brand manager for non-alcoholic brews. In the United States, they cannot legally contain more than 0.5 percent by volume. They also cannot legally be called beer, which is why the manufacturers refer to them as brews.
Many fruit juices contain a similar amount of alcohol, thanks to natural fermentation.
A matter of taste. Coulis thinks the NA category can grow. She thinks O'Doul's Amber, which may be rolled out nationally in January, delivers the kind of flavor that many NAs have lacked. Another extension of the O'Doul's line is in the works, she said. Anheuser-Busch is confident enough about O'Doul's Amber that it's priced the product at the premium level, which is the price point for regular Budweiser.