1st BATCH OF FILES AVAILABLE NOW!

As NA beer category grows and increasingly segments, we're seeing some interesting permutations come along. There's a cowboy-themed entry from Ariz called Rhine Stone that's claimed to be brewed in an hour like a seltzer but to drink like a light beer, with serious margin implications if it works. And the inventors at BrewDog are foraying an entry called Mello whose ingredient bill includes magnesium that's powered alc-alternatives like Recess and Trip. More straightforwardly, Founders is making its entry into NA beer space with Golden style under clever Nonetheless moniker to signal no tradeoff in flavor. At BevNet Live, Rhine Stone Is Brewed Like a Seltzer but Drinks Like a Light Beer Rhine Stone Extra Light is intended to play in beer space but can be produced in 24 hrs without brewing equipment, founder Dustin Johnson informed judges at BevNet Live Showdown competition, where his brand was one of 6 finalists. He charges $10.99 per 6-pk but "can produce it at the cost of soda water." Tho he was vague about process involved, that would seem to have colossal margin implications in competitive NA beer space. It seemed polarizing among conference attendees we encountered who'd sampled item as to how convincingly it fills beer-imbibing occasion. On the positive side, it comes in at zero carbs, 5 calories and is gluten-free, but ingredient panel lists inputs of carbonated water, natural flavors, xanthan gum, salt and caramel, along with mushroom extract as a natural preservative. It's offered in flavors like Mexican Lime and Blood Orange. Johnson cited one consumer comment that Rhine Stone is "like Coors Banquet and Liquid Death had a non-alcoholic love child." Slogan is "Let's get western." Can graphics feature cowboy with an arrow thru his hat and is sprinkled with other slogans like "locked not loaded" and "runnin' clean but ridin' dirty." It's "born in the high desert." You probably get the picture.Based in Scottsdale, Ariz, Johnson is from family that operates 250-acre horse ranch and plays up the cowboy connotations at every opportunity. Brand shows up at tailgates, rodeos and dive bars, and Johnson tours in branded 38-foot Rambler "that I may or may not have won in a hand of poker." He also can rely on help from brother-in-law and his wife as influencers who generate 75-100 mil views per month. He said he's also spent time in cannabis space, opening first integrated operation in Scottsdale, which gave him a chance to observe how party choices of younger demographic have been changing. "They still like to party, but differently," he said.To build out concept he's recruited team with experience at Molson Coors, PepsiCo, St Archer, Boston Beer and Abita, and is near the finish line with one of top distribs in Arizona, he told judges. Brand's Instagram acct indicates Mexican Lime flavor is hitting all Sprouts stores in Ariz in Jan.BevNet founder/CEO John Craven was among those buying in. "I think you fully embody the brand," he told the cowboy-hat-wearing Johnson. "I feel like I'm looking at a modern-day Marlboro man." He termed the branding "slick, different" and the flavor "really good."BrewDog's Latest Release is Mello, 'Functional' Entry with Magnesium & Balm Extract BrewDog, which has taken subversive stance toward many of its beer styles over the years, is acting no differently on NA front. Scottish-based co announced release of Mello, a "functional alcohol-free beer, containing magnesium, balm extract and chamomile," as FoodBev Media described it. Available in 330-ml sleek cans only in UK's Tesco chain for now, it's available in Peach & Passionfruit and Lime & Mint flavors and is designed to "reduce tiredness and fatigue," per report. Tho unusual in beer, magnesium has become familiar ingredient in fast-growing alc-alternative brands like Recess and Trip, building momentum during pandemic for its immunity-enhancing effects, among broad array of benefits like ability to reduce fatigue. Mello contains about 60 mg of magnesium, about 20% of RDA. BrewDog lately has been in process of trying to pull itself out of debt and stabilize trends after building out a sizable, global operation. Last week, co announced it was retooling recipe for its flagship Punk IPA as it rejiggers portfolio. So is Mello punk, then? BrewDog argues that it is. "Don't worry though, we're still Punk. Just with a little added calm, a dash of curiosity, and a whole lot of taste," per website.It&#39;s 'Nonetheless,' Founders Promises, in Intro'ing First NA Beer Founders Brewing is gettin' in the NA beer game in time for Dry January, launching Nonetheless Golden as first in a series under that clever trademark intended to dispel any shopper concerns about flavor tradeoff. It hits in 6-pks of 12-oz cans in select markets this mo, with broader rollout commencing in Jan, and augments beer-adjacent Founders Hoppy Mood hop water that marked its entry into NAs last May. Nonetheless is claimed to mate flavor of smooth bready malt with citrusy hops, moderate sweetness and crisp finish. Mich-based Founders is owned by Spain's Mahou brewing co.

ALC-ALTERNATIVES: NA Beer Taking More Odd Permutations: Rhine Stone Produced Like a Seltzer, BrewDog's Mello Infused with Magnesium; Founders More Down-the-Middle with First NA Offering Dubbed 'Nonetheless'

Publishing Info