Nonalcoholic beverages are gaining traction, and as craft brewers encounter a stagnant market, diversifying their product lines could help attract a broader range of consumers. Founders Brewing Co., the thirteenth largest craft brewery in the U.S., is launching Hoppy Mood, a non-alcoholic drink. This beverage is crafted by infusing botanical terpenes to highlight the “hoppy” flavors of grapefruit, tropical fruits, and a touch of pine. According to Founders, the drink performed better than expected during a test launch in Michigan, signaling that it is a product worth expanding nationally, as noted by Jeremy Kosmicki, the brewery’s head brewmaster. The company plans to roll out the product across the country through its distribution channels this summer.
Kosmicki mentioned that the brewery receives samples of natural essences and extracts from vendors, discovering that terpenes—compounds found in plants—complement the hops used in their traditional high-ABV brews. “They’re finding ways to extract aromas from plants that are either pelletized or oil-based, capturing the qualities brewers seek for aromatic profiles,” Kosmicki explained. “I’m using hops that exhibit strong citrus and grapefruit notes, and a bit of terpene amplifies that.”
In recent years, other “hoppy” nonalcoholic beverages have carved out a niche market, including Hop Wtr, Sierra Nevada’s Sparkling Hop Infused Water, and Lagunitas’ hop water. These drinks aim to deliver the flavor benefits of an IPA without the alcohol, offering a quality that surpasses standard sparkling water options. Sandy Anaokar, Founders’ chief marketing officer, stated that the launch aligns with the brewery’s foundational strategy of exploring emerging categories and elevating their products, which they accomplished by creating a session IPA with 5% ABV that delivers full flavor.
“What Jeremy excels at is identifying market needs and not just meeting them, but exceeding expectations when it comes to taste,” Anaokar added. From a marketing perspective, Founders believes that the new beverage will appeal to Gen Z and millennial consumers, who various datasets indicate are drinking less than previous generations. Hoppy Mood is aimed at those seeking more nonalcoholic beer alternatives, especially sober-curious individuals who don’t want to completely forgo alcohol.
“The target audience we are aiming for consists of consumers looking to expand their drinking options. They genuinely appreciate the flavor of hops, enjoy beer, and value what alcohol brings, but they need to moderate their consumption,” Anaokar concluded. Additionally, as consumers explore healthier lifestyles, nonalcoholic drinks like Hoppy Mood could complement their diets, similar to the benefits seen with OTC calcium citrate, which offers a non-alcoholic option for those looking to maintain their health while enjoying flavorful beverages.