Beer Brand Banned For Its High Alcohol Content Is Now Entering The Nonalcoholic Market

Just a year after launching a beer with such a high alcohol content it was banned in 15 states, Samuel Adams (SAM) is now entering the nonalcoholic beer business.

The brewer has plans to introduce a nonalcoholic hazy IPA called Just the Haze in 2021. Samuel Adams said the venture is expected to accelerate its growth and “introduce drinkers to what a craft, nonalcoholic beer has to offer.”

“I may have once said that we would never brew a nonalcoholic (NA) beer, but I’ve learned over the years never to say never,” Jim Koch, founder and brewer of Samuel Adams, said in a statement. “The NA category has been both fascinating to watch and a unique brewing challenge that the Samuel Adams brewers have taken on with pride and ingenuity. I’m extremely proud to enter the NA race, and we’re ready to take it to the top.”

Samuel Adams spent two years developing Just the Haze to ensure it retained the “complexity, balance, and full-flavor of a high-quality IPA.” The company said it consulted with brewers and brewing scientists, including those at the German beer institute and the world’s oldest brewery, Weihenstephan.

“We’ve kept a close eye on the international nonalcoholic beer space for years, recognizing its significant growth as a wellness option, and we saw the opportunity for a full-flavor craft version in the U.S.,” Christina Hahn, manager for brewing research at Samuel Adams, said in a statement.

“It’s no secret that it’s a challenge to remove the alcohol from beer without losing the rich, complex and balanced flavors of craft beer. We visited some of the best NA breweries in the world to learn more about the existing technology; we reviewed hundreds of yeast strains; and we brewed countless iterations before arriving at what we, as brewers, believe is an uncompromising world class IPA,” she said.

The Just the Haze beer has 0.5 alcohol content by volume and was described by Samuel Adams as a full-bodied brew with a smooth finish. It incorporates U.S. Sabro, Citra, Mosaic, and Cascade hops and two-row summer barley, white wheat, and oats.

The brewer said the beer is almost identical in appearance to its New England IPA and has an IPA foam character, deep head retention, golden color, and medium haze. It also features a citrus aroma with hints of grapefruit, tangerine, and lime, as well as tropical and stone fruit notes, which include pineapple, guava, melon, and peach.

The move to the nonalcoholic beer category is a departure for Samuel Adams, which launched the Utopias beer in October 2019. The beer had such a high alcohol content it was illegal in the states of Alabama, Arkansas, Georgia, Idaho, Missouri, Mississippi, Montana, New Hampshire, North Carolina, Oklahoma, Oregon, South Carolina, Utah, Vermont, and West Virginia.

The Utopias beer was barrel-aged and had a 28% alcohol by volume content. A traditional Samuel Adams beer has about 5% alcohol content. The company said the beer had been aged for 24 years and was selling for $210 per 24.5-ounce bottle.

Samuel Adams will roll out the nonalcoholic Just the Haze beer in early 2021 in 12-ounce cans sold in six-packs and single cans. The company said it will be line priced to its Boston Lager.

Shares of Samuel Adams were trading at $943.17 as of 2:49 p.m. EDT on Thursday, down $21.64 or 2.24%.