Decoding The Dry Beer Movement: Launching An N/A Brand Around The Consumer

U.S. of N/A: Non-Alcoholic and THC Drinks

In this episode we sit down with Momentum Brewery and ProofNoMore’s co-owner Lars Dahlhaus to better understand the non-alcoholic beer category, where it may be headed, and how he’s working to build a brand around the ‘why’ and ‘where’ consumers are drinking the product. As the category continues to mature, understanding these motivations will be critical to finding success, and creating more brands for N/A drinkers to enjoy. Lars' many beverage experiences include bringing the Rothaus Beers from Bavaria to the U.S., and later launching Crabbie's Ginger beer for St. Killian.

In our conversation Lars talks about some of the differences between the German and U.S. beer markets, his thoughts on branding and packaging (including how that may influence the consumer), as well as why Momentum would like to partner with smaller, local breweries to help them offer an N/A beer in their taprooms.