Harpoon Adds First Non-Alc Beer to League Brand Family

Boston-based Harpoon Brewery launched its first non-alcoholic beer Tuesday: Open League non-alc hazy IPA.

News that Harpoon would soon launch a non-alc beer was reported by Brewbound in February, following a discussion with Jon London, CMO of Harpoon’s parent company Mass. Bay Brewing Co. At the time, London said the company had been exploring how to enter the non-alc segment for a while, but didn’t want to release anything until they “had a liquid that we could feel really good about.”

Open League is the newest addition to Harpoon’s Rec. League brand family, joining Rec. League hazy pale ale (4% ABV) and Big League hazy double IPA (7.2% ABV). The offering is 35 calories, with 5 carbs per serving, and is available at select retailers in 12 oz. can 6-packs, as well as direct-to-consumer in 43 states.

“Harpoon fans have come to love Rec. League as a better-for-you option they can enjoy year-round, no matter the occasion,” London told Brewbound Tuesday via email. “As the emphasis on living a healthier lifestyle becomes more pronounced, we wanted to expand the League to include a beverage option for all adult beer drinkers to enjoy, even if they are looking for a non-alcoholic experience.”

Mass. Bay has focused on the Harpoon League brand family to drive growth in 2022, after Harpoon recorded a -6% shipment decline in 2021. The brand was a bright spot in the year, as Rec. League finished 2021 as the No. 2 low-calorie craft beer brand in New England, London told Brewbound in February, citing NielsenIQ data.

Despite being on the market for more than three years, Rec. League is an “innovation point” for Mass. Bay, as “there are still a lot of people who don’t know about Rec. League,” London said. To drive brand awareness, the company launched a new Rec. League digital advertising campaign last month with the ad agency Copper Giants (originally Liberty Mutual’s in-house agency). The “Little Victories” campaign is rolling out in New England, targeting craft beer drinkers who enjoy “living a healthy lifestyle.”

“Coming out of [COVID-19], consumers are placing more emphasis on living a healthy, active lifestyle and are turning their attention toward better-for-you brands across food and beverage categories,” London said. “We thought the timing was ideal to put more spotlight on Rec. League, and with their creativity and original thinking, Copper Giants was a perfect match to make our vision a reality.

The goal of the “Little Victories” campaign is to expand the reach of Rec. League, which is now Harpoon’s No. 2 year-round beer after its flagship Harpoon IPA. The digital ads show consumers celebrating small wins such as finally finishing a golf hole after 18 strokes, or getting a bonus onion ring in an order of fries – all while enjoying a Rec. League beer.

“Rec. League is unique because it’s a crushable craft beer that packs a big punch of flavor, but with only 4% ABV and 120 calories, so it won’t slow you down,” London said. “With its versatility it’s perfect for so many occasions. This campaign brings to life the idea of celebrating the little victories you come across every day, with a great light beer in hand, in a tongue-in-cheek way.”

While there are no ad campaigns planned for the League family’s other offerings at this time, London said the anticipated growth of Rec. League from the campaign will help “foster trust and familiarity with consumers, which we anticipate will lead to more people trying a new product like Open League.”

Mass. Bay produced about 123,345 barrels across its brands in 2021 (Harpoon, UFO, and Clown Shoes), a -16% decline year-over-year, according to the Brewers Association (BA) in the May/June issue of the New Brewer. The year followed similar patterns to 2020, when production declined -16% to 146,400 barrels.