Harley-Davidson is rolling into the non-alcoholic (NA) beer segment via a licensing deal with Wisconsin Brewing Company.
Road King American Pils is rolling out now throughout the Badger State in 16 oz. can 4-packs.
Speaking to Brewbound, Wisconsin Brewing president Paul Verdu acknowledged that Road King likely won’t be the biggest NA beer brand in the country due to the targeted approach his company is taking to appeal to Harley-Davidson riders and fans, who number in the millions.
“But for a company our size, it can be transformational and become the biggest thing we do,” he said. “We partnered with one of the most powerful brands in the world, and that alone is gonna give us a lot of time and attention. But it’s why we’re spending so much time on the beer, and the quality, and how amazing it tastes. Because it’s not just about the brand. It’s about the beer that we’re delivering.”
Wisconsin Brewing is taking a targeted approach to the launch, although the company believes Road King has the potential “to become a very meaningful player in the NA space,” Verdu said. Partnering with Harley-Davidson allows Wisconsin Brewing to own a unique slice of the NA beer market “while everyone else is chasing and beating each other up.”
The genesis of the NA beer began between Verdu and Harley-Davidson chief commercial officer Luke Mansfield discussing the growth of the NA beer segment and how that might crossover into a motorcycling community where responsible riding is being discussed more, Verdu said.
“You’re now offering them something that’s relevant, something that they’re proud to hold in their hands, something that fits in a beer occasion, something that tastes amazing, looks amazing, but there’s also a responsible choice like this,” he said. “That’s the Holy Grail.”
Verdu does see an opportunity for the beer to be available nationwide through the network of 600 Harley-Davidson dealerships across the country and an upcoming e-commerce platform that’s slated to launch later this month.
For starters, Wisconsin Brewing is focusing on rolling the beer out in Wisconsin, including the 18 Harley-Davidson dealerships across the state, more than 100 biker-friendly bars within distributor Frank Beer Madison’s footprint, and independent liquor stores and statewide chains, Verdu said.
Those 100 biker-friendly bars are only scratching the surface in Wisconsin.
“Multiply that by 10, and that’s likely the number in the state,” Verdu said. “So far the sell into those accounts has been fantastic.”
Road King debuted in late February/early March during Daytona Bike Week at Daytona Speedway in Florida. Verdu estimated that the company sampled the beer with more than 4,000 consumers over an eight-day stretch.
“It’s the only beer launch in the history of my career where when we’re doing sampling, people are asking us for the empty cans,” Verdu said, highlighting the artwork created by Dirty Donny in the “Rat Fink” style originated by Ed Roth around hot rod culture. “That’s one of my concerns is that this becomes a Harley-Davidson branded novelty.”
Verdu added that the Wisconsin Brewing team has worked hard to dial-in the beer’s flavor so it doesn’t end up as only a collectors’ item.
The beer will be sampled during the Harley-Davidson Homecoming Festival in Milwaukee in late July and the Sturgis Motorcycle Rally August 2-11.
Verdu believes Road King will perform better “the closer that we get to the Harley fanbase.” Now through the fall, the company also plans to target “thousands of organized group rides.”
“It’s just a very active, engaged community,” he said. “So we’re going to be where they are throughout the course of the summer in the riding season and beyond.”
Wisconsin Brewing is in development now on an NA IPA and wheat beer to add to its Harley-Davidson line of beers. Verdu expects one of those beers to be ready to go by the end of July for Harley-Davidson’s 121st Homecoming Party that will bring in around 250,000 motorcyclists.
“The idea is to have a line of beer,” he said. “Something for everybody”