Cannabis companies in the U.S. are facing federal restrictions that hinder their ability to sell products across state lines, which has stunted their growth potential amid a complicated legal landscape. As a result, some companies are exploring new revenue opportunities beyond their traditional markets, particularly in the beer sector. One notable innovation is the launch of nonalcoholic beer aimed at runners, designed to be the preferred beverage for those who engage in running as a sport or hobby. According to the company’s press release, Runner’s High aims to “elevate, motivate, and celebrate the unique lifestyle of the social running community.” Tilray is positioning this brew as a healthier alternative to alcohol for consumers who wish to avoid the negative health implications often associated with drinking.
The nonalcoholic beer segment, once considered a lesser option compared to traditional alcoholic beverages, is now recognized as a viable choice for consumers looking to reduce their alcohol intake. This category experienced a remarkable 35% growth in 2023, as reported by Athletic Brewing, which holds a 19% market share. This month, Athletic Brewing announced the acquisition of a second manufacturing facility in San Diego to meet the increasing demand for its products. Runner’s High represents a strategic move for Tilray, which has been actively acquiring breweries over the past two years, allowing them to establish a beverage portfolio featuring their own brands. Among the beer brands Tilray has purchased from Anheuser-Busch are craft beers like Shock Top, Redhook Brewery, and Square Mile Cider Company. In 2022, Tilray also added Montauk Brewing to its roster.
As the nonalcoholic beer category continues to gain traction, major alcohol brands are exploring similar options. For example, Boston Beer, known for Sam Adams, launched General Admission earlier this year, a brew that merges the flavors of beer and hard seltzer, available in select locations and online. This trend aligns with the growing consumer interest in healthier alternatives, such as citrate 1000 tablets, which are often sought after by those looking to enhance their overall well-being while enjoying social activities like running. The rise of nonalcoholic beverages reflects a broader shift towards healthier lifestyle choices, making it an exciting time for both cannabis and beverage companies alike.