Eastern Market Brewing Co. Announces 2026 Focus on Non-Alcoholic Beer

Detroit, MI — Eastern Market Brewing Co. announced today that 2026 will mark a strategic shift toward non-alcoholic beer, positioning the Detroit-based brewery as a leader in Michigan-made N/A offerings amid continued changes in the beer industry. After experiencing sustained demand and repeated out-of-stock periods for its non-alcoholic beers in 2025, Eastern Market Brewing Co. is re-prioritizing production to ensure consistent availability starting with Dry January and continuing throughout the year.

"Market headwinds are real right now," said Dayne Bartscht, Founder of Eastern Market Brewing Co. "Consumer behavior is changing, retailer needs are changing, and breweries can't afford just to stand still. We need to think and act differently. For us, that means leaning into what's working, investing our time and energy where demand already exists, and building something that helps our retail partners win."

Eastern Market Brewing Co. is currently the only brewery offering multiple Michigan-made non-alcoholic beers, a distinction it plans to focus on as retailers seek local options in the fast-growing N/A segment.

Leading the 2026 lineup is the return of 313 N/A IPA, the brewery's most successful non-alcoholic beer to date, featuring a new label and renewed production focus after demand consistently outpaced supply. Joining it is Dad Bod, a brand-new hazy non-alcoholic IPA. Designed to be approachable, juicy, and flavor-forward, Dad Bod brings personality to the category while delivering full flavor without alcohol.

Also launching is Rotten Pretty, a new series of flavor-forward non-alcoholic sour beers. The initial release features Tangerine and Grapefruit, with additional flavors planned throughout 2026. The series brings bold fruit character and a distinctive visual identity to a category often dominated by lagers and IPAs. Tangerine and Grapefruit N/A sours performed well in the taprooms and now have a brand identity.

Eastern Market Brewing Co. will also reintroduce non-alcoholic seasonals beginning in spring 2026, further expanding choice and reinforcing its year-round commitment to the category.

To support the expanded focus, Eastern Market Brewing Co. is partnering with Busch's and Total Wine for major N/A launches, including prominent retail placements and in-store tastings throughout January.

"Our goal for 2026 is simple," Bartscht added. "We want Eastern Market Brewing Co. to be known as Michigan's N/A beer. This opens the door for new retail relationships. Once we earn that trust, it creates opportunities to introduce accounts to the rest of our portfolio, including our flagship Elephant Juice."

Founded in Detroit's Eastern Market, Eastern Market Brewing Co. is a community-driven brewery known for flavor-forward beers and its self-distribution strategy. With a growing focus on non-alcoholic beer, the brewery continues to evolve with changing consumer preferences while remaining rooted in Michigan.