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After enduring tuff period of declines for several yrs, Bend, Ore-based Deschutes Brewing is back to meaningful growth in 2025, with its long-gestating foray into NA beer an essential part of the mix heralded by CEO Peter Skrbek as he scurried recently from Great American Beer Fest to Natl Beer Wholesalers' Assn to NACS, with a stop at Costco hq outside Seattle on his itinerary too. Also in the mix of revitalizing actions have been portfolio/SKU rationalization, distribution retrenchment, aggressive push into high-ABV entries and partnerships with Patagonia and Costco, along with adept stewardship of Boneyard brewery it acquired 4 years ago. At NACS, the decade-long Deschutes vet who assumed top post 4 yrs ago described to us a 7-yr push to master de-alcoholization process enough to deliver an NA version of its distinctive Black Butte Porter that it felt was up to brand's standards. That beer launched regionally in Jan 24 and rapidly expanded. In doing so, Deschutes became first craft player to offer an NA version of its most popular beer rather than nibbling around the edges of its portfolio, Peter believes. With the malt-forward Black Butte in the NA fold, Deschutes' brewing team went on to master hops to offer a non-alc version of its Fresh Squeezed IPA. Within their core market of Wash/Ore, within 9 mos they stood as #2 portfolio to that of Athletic among craft players, Peter said, duly crediting Athletic with having done the arduous work of validating the segment.With Deschutes NA portfolio more than doubling this yr in tracked off-prem channels, rising to 6th-largest craft non-alc co nationally, it's no surprise that the NAs keep coming. Lately brewery has added an NA version of its Fresh Haze IPA to the mix. Meanwhile, an alliance on NAs with Patagonia Provisions that employs sustainable kernza grain just added an Organic IPA to its initial Organic Golden entry. (There's also a 4.5% ABV Organic Lager.) It's first USDA-certified organic line of any scale, Skrbek noted. Deschutes also is adding an NA that bears no obvious connection to Deschutes brand called Super Stoked Golden that's made with Pilsen and caramel malts along with rice flakes, at mild 20 IBU bitterness reading.It&#39;s not all about moderation. Like many other craft players these days, it's playing at elevated alcohol level too, within tier that's serving as a more respectable cousin of traditional malt liquors. Perfect for NACS crowd, it was showcasing 9% ABV Symphonic Chronic entries packed in 19.2-oz single-serves in Double Haze (Pineapple Express), Double Juicy and Double Dank versions with riotous graphic treatment. Among its beyond-beer experiments are Deschutes-branded Anytime Hard Lemonade, a 5% ABV lightly sparkling FMB and, due when the ball drops on Dec 31, an all-new FMB brand dubbed Party Bomb, also 5% ABV, made with "real fruit," "low fizz" and "full flavor," in Pineapple Whip, Strawberry Lemonade, Hard Punch and Hard Peach flavors. Website is building anticipation with countdown clock leading up to launch.Among other experiments undertaken on Skrbek's watch has been a collaboration with Costco that helps address what CEO believes is a key, if under-recognized, issue confronting craft beer: it's gotten too damn expensive. He readily acknowledged that it was controversial move within the org, but the Helles-style lager has racked up medals at World Beer Cup and GABF, all for price that often nets out to $1.25 per can when purchased in 12-pk at club chain. So it's a way of keeping younger and/or financially stressed drinkers under the craft umbrella.

NACS: Deschutes Brewing Builds on NA-Beer Momentum Under Deschutes, Patagonia & Super Stoked Brand Names

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