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Athleisure Mag #56 Aug 2020 | Zeroing in with Dwyane Wade
with DWYANE WADE
We're excited that we're in the midst of the playoffs for the NBA season, wheth- er your team is playing or you're just happy to have basketball back on TV! Even though we're socially distancing, it's a way for us to feel like we're to- gether. We caught up with Miami Heat, Chicago Bulls and Cleveland Cavaliers veteran, 3 X NBA Champion Dwyane Wade who is also commentating the games for TNT in 'Inside the NBA'. In ad- dition to number of projects that he is working on, Dwyane is the Co-Founder of Budweiser Zero which is a non-alco- hol alternative to enjoying a beer solo, with friends or after a great workout. ATHLEISURE MAG: Prior to the launch of Budweiser Zero, tell us about your initial work with Budweiser and your synergy with the brand?
DWYANE WADE: I started working with Budweiser a little over a year ago when they did the “This Buds For 3” film for my retirement. Most recent- ly, I was part of the Whassup reboot that came out a few months ago with DJ D-Nice, Chris Bosh, Candace Parker and my wife, Gabrielle Union, focusing on checking in on your friends when COVID first hit. I’ve always respected what Budweiser has built and their continued work with athletes. Enter- ing the non-alcoholic market has al- ways been of interest to me and this project seemed like a natural progres- sion of my relationship with Budweis- er.
AM: There has been a rise in the bev- erage industry for zero alcohol beers. Why is this important for those that are athletes or are focused on their fitness endeavors to have this as an option for their celebratory moments?
DW: The non-alcohol category of beer is rapidly growing and with Budweiser Zero, we are able to bring some famil- iarity into the category. Budweiser’s brewing heritage alone helps redefine pre-existing expectations and associa- tions with non-alcoholic options.
Oftentimes, people feel like they are giv- ing something up with a non-alcoholic op- tion, but we are trying to change that per- ception and create more opportunities to celebrate life’s moments, both big and small. A focus for me when helping to de- velop the product was thinking about the athlete’s experiences during the season. Being in the game for so long, I can under- stand the need for a drink option that lets a player stay on their game but still enjoy social moments and celebrations.
AM: You are the Co-Founder of Budweis- er Zero, what drew you to being involved in this and to take on such a role with the brand?
DW: It’s important for me to work with brands who have similar values and pri- orities that I want to accomplish. When I sat down with Budweiser to start talking about what Budweiser Zero would be- come, the synergy was there and felt like a great use for my platform, post-basket- ball.
AM: What can we expect to see for roll out of this launch and how will you be in- volved?
DW: Budweiser Zero started rolling out in the US in March, but officially launched at the end of July, and will soon be available in Canada and the UK. Budweiser Zero will play a huge role in the sports world, for both athletes and fans. Athletes who are in training or in season, but still want that classic, refreshing beer flavor with- out compromising their game now have that option. Once fans are able to return to stadiums, Budweiser Zero will become the beer of the ninth inning and fourth quarter. While alcoholic beverages can’t be served at this time, fans can contin- ue to enjoy Budweiser Zero till the last moment of the game. Beyond athletes, I think this product will resonate with con- sumers looking to cut back on sugar or alcohol and those looking to participate in social occasions without feeling the ef- fects the next morning. Budweiser and I worked together on this from the start to bring Budweiser Zero to life and I’ll also be sharing the beverage with my friends currently playing in The Bubble.
AM: Tell us about Budweiser Zero as well as elements that you had a direct impact on in terms of bringing the product to market.
DW: Budweiser Zero is Budweiser’s first zero-alcohol product with zero-sugar and only 50 calories. Budweiser Zero is light and crisp and has the same refreshing full-flavored taste people know from Bud- weiser. I worked with Budweiser from the inception of the idea and helped design the attributes and packaging of the prod- uct.
