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Dive Overview:
- Tilray Brands is Non-alcoholic beer brand “Runner’s High Brewing Company”Targeted at active consumers looking for a healthier alternative to beer, the drink will be launched initially in Atlanta with plans to expand to more markets later this year.
- According to a press release, the beer will be available in three varieties: Golden Wheat, which has a citrus aroma; Raspberry Wheat, which has a raspberry jam flavor; and Dark Chocolate, which is reminiscent of moist chocolate cake. Each can will have between 60 and 90 calories.
- Runner’s high Tilray To expand its presence beyond its cannabis roots. Tilray It purchased eight beer and alcohol brands from Anheuser-Busch for an undisclosed amount.
Dive Insights:
While cannabis companies, facing federal restrictions on selling their product across state lines, are finding their growth potential stunted by the complex legal framework for selling cannabis in the U.S., some are exploring new revenue streams outside their traditional sweet spot: beer.
According to the company, the non-alcoholic beer is themed around runners and aims to be the drink of choice for people who enjoy sports and physical activity. According to a press release, Runner’s High aims to “elevate, inspire and celebrate the unique lifestyle of the social running community.”
Tilray is positioning the beer as an alternative to alcohol for consumers who want to avoid the negative health and well-being effects associated with drinking alcohol.
Nonalcoholic beer, once seen as an inferior alternative to traditional alcoholic beer, is being viewed as a viable alternative for consumers looking to cut down on their drinking, a segment that is expected to grow 35% in 2023, according to Athletic Brewing Co., which has a 19% share of the market. Athletic said this month it was buying a second production facility in San Diego to meet demand for its beer.
Runner’s High will allow Tilray, which has been trying to acquire brewers for the past two years, to expand its beverage business with its own brands. The beer brands Tilray acquired from Anheuser-Busch include craft brewers Shock Top, Red Hook Brewery and Square Mile Cider Company. In 2022, Tilray announced Acquires beer manufacturer Montauk Brewing.
As non-alcoholic beer grows in popularity, major liquor companies are experimenting with alcohol-free beers: Sam Adams maker Boston Beer Co. launched General Admission, which it said combines the flavors of beer and hard seltzer, in some stores and online earlier this year.
