Merican Light Beer Expands into the Southeast with North Carolina and Tennessee Rollouts
Partnership with Empire Distributing Marks Next Phase of Accelerated Growth in May
Merican Light Beer, the rapidly growing American light lager, is expanding into the Southeast with a North Carolina launch on May 12, followed by a statewide Tennessee rollout on June 1. Both markets will be supported through a partnership with Empire Distributing, delivering immediate distribution scale and retail access across the region.
Merican Light Beer is a 4.2% ABV American light lager brewed in the USA using traditional methods with a focus on consistency, balance, and intention. It is a no-frills take on a classic: a simple, high-quality beer made for everyday occasions. The brand directs a majority of its profits toward supporting veterans, families, clean water, farming, sports, and the outdoors.
Southeast Expansion & Distribution Strategy
The Southeast expansion builds on strong growth in California. After a controlled pilot in 2024, Merican grew 15% in 2025, with momentum accelerating into 2026 as Q1 volume increased 114% versus Q1 2025. The brand is now available in approximately 350 accounts, including Total Wine & More, across Northern and Southern California, where it has focused on driving velocity and repeat purchase across retail and on-premise.
Empire Distributing will lead statewide execution across both North Carolina and Tennessee, activating existing retail relationships and prioritizing high-volume accounts across on-premise and multi-pack retail.
“We believe Merican is exactly what North Carolina consumers are looking for in a beer,” said Nelson Wixson, President of Empire North Carolina. “It is well crafted, approachable in style, offers an extreme value, and is positioned for real growth. We’re excited to introduce it to retailers and consumers across the state.”
Israel Dominguez, a former Anheuser-Busch sales executive with 10+ years of industry experience, leads the market strategy, distribution, and retail execution, spearheading Merican and driving its rapid retail expansion, strategic partnerships, and scalable growth, leveraging his deep industry expertise.
“Expanding into the Southeast has been part of our plan from the get-go. We approached California to dial in the brand, understand what drives velocity, and build a model with the right partners, giving us confidence to take the next step,” said Israel Dominguez, President of Merican. “Moving into North Carolina and Tennessee is a significant step forward, accelerating scale and establishing a strong foundation in a region critical to our long-term growth. This is just the beginning for Merican in this region.”
An Every-Occasion Beer
Merican is built for high-frequency occasions, simple everyday moments, and everything in between. The brand shows up where people already gather, delivering a reliable, easy-drinking beer that fits seamlessly into everyday moments.
Counter Measures Corporation will support field sales execution and national account strategy, ensuring alignment between distribution, retail, and on-premise placements from launch.
Based on current performance and distribution expansion, Merican expects these new markets alone to drive approximately 2.5 times growth in overall business over the next 12 months, with additional Southeast expansion planned on the horizon.
About Merican Beverage Company
Merican Beverage Company was founded in California in 2024. Its flagship brand, Merican Light Beer, is a U.S.-brewed light lager bringing a fresh edge to classic American beer for a new generation of drinkers. Merican cuts through the noise of modern beer by focusing on what actually matters: great taste, easy drinking, and a brand that doesn’t try too hard. As the company expands across the U.S., it is building a following among drinkers who want something nostalgic—but not outdated. Merican is Made for All. Learn more at Merican.com or @drinkmerican.