Brewbound Frontlines: Leaders in the Non-Alcoholic Beer Segment Discuss Strategy and Growth

Leaders from brands in the fast-growing non-alcoholic beer segment will join the September 17th edition of Brewbound Frontlines for a discussion on consumer adoption, brand building and the effect of the pandemic on sales.

Panelists include Eric Ottaway, CEO, Brooklyn Brewery; Bill Shufelt, founder, Athletic Brewing Co.; and an Lagunitas Brewing Company CMO Paige Guzman.

Year-to-date through early August, dollar sales of non-alcoholic beer offerings in off-premise retailers have increased 38.8% over the same period in 2019, to $108.9 million, according to market research firm IRI. Craft non-alcoholic beer’s trends are even stronger — dollar sales of craft non-alc offerings are up 382.4% year-to-date, according to IRI.

Until recently, the non-alc segment was dominated by a handful of brands from international beer manufacturers, but several regional craft breweries have launched non-alcoholic offerings in the past few years. Brooklyn Brewery debuted its non-alc beer Special Effects last year. Also in 2019, Heineken N.V.-owned Lagunitas launched Hoppy Refresher, a hopped sparkling water without alcohol. Non-alc-dedicated brewery Athletic was founded in 2017 in Stratford, Connecticut, and has expanded operations this year to a second brewery in San Diego, California.

And the segment is getting even more crowded: Boston Beer announced it will launch a Samuel Adams-branded, non-alc IPA called Just the Haze in 2021. Canadian non-alcoholic brewer Partake has also closed on a $4 million funding round that will help it expand in the U.S.

Brewbound Frontlines is live-streamed every other Thursday at 3 p.m. ET on Viewers are encouraged to submit questions for our panelists via text at (617) 336-8560. To watch this series, please subscribe to Brewbound.

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About Brewbound Frontlines

Brewbound Frontlines is a weekly live-streamed discussion series with beer industry leaders and watchers on the business adjustments being made during the COVID-19 crisis and the future of the industry. Frontlines is an extension of Brewbound’s leading B2B industry reporting. New episodes stream Thursdays at 3 p.m. EST at

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