Anheuser-Busch has given up its category exclusivity for the Super Bowl. Heineken is using the opportunity to tout its non-alcoholic beer, Heineken 0.0, with a 30-second spot that will appear during the first half of the game. Super Bowl LVII will take place on Feb. 12 in Glendale, Arizona and air on Fox. The network is asking $7 million for 30-second spots. “It’s about making moderation normal, useful and cool,” said Borja Manso, Heineken USA’s V.P. of Marketing, adding that when the brand launched in the U.S. in 2019 the “non-alcoholic beer category was and is still so small. It’s about educating consumers and creating a category.” That Heineken is using the Super Bowl to ensure its non-alcoholic offering is front and center during one of the few events where consumers are paying attention to the ads is likely a sign that competition is heating up in the non-alcoholic space.