Dive Brief:
- Tilray Brands announced the launch of a nonalcoholic beer brand, Runner’s High Brewing Company, targeting active consumers looking for a healthier alternative to beer. It will debut first in Atlanta, with an expansion into more markets planned for later this year.
- The brews will debut in three varieties: Golden Wheat containing citrus notes, Raspberry Wheat with a raspberry jam taste and Dark Chocolate which evokes moist chocolate cake, the press release said. Each can contains between 60 to 90 calories.
- Runner’s High allows Tilray to grow its presence beyond its cannabis roots. Last August, Tilray purchased eight beer and alcohol brands from Anheuser-Busch for an undisclosed amount.
Dive Insight:
Cannabis companies, facing federal restrictions on selling their products across state lines, have seen their growth potential impeded by the complex legal terrain for selling the plant in the U.S. In turn, some are looking for new revenue streams in categories outside of their traditional wheelhouse, namely beer.
The theme of the nonalcoholic beer targets runners, aiming to be the drink of choice for people who enjoy the exercise for sport or a hobby, according to the company. Runner’s High is looking to “elevate, motivate and celebrate the unique lifestyle of the social running community,” according to the press release.
Tilray is positioning the brew as an alternative to alcohol for consumers who do not want to handle the negative health and well-being effects associated with imbibing.
Previously viewed as a lesser alternative to traditional alcoholic beer, the nonalcoholic category is seen as a viable alternative for consumers looking to drink less. The category saw 35% growth in 2023, according to Athletic Brewing, which has a 19% share of the space. This month, Athletic announced its purchase of a second manufacturing facility in San Diego to help it meet demand for its brews.
Runner’s High allows Tilray, which has turned to acquiring brewers in the last two years, to develop a beverage footprint with brands of their own. Some of the beer brands Tilray bought from Anheuser-Busch included craft beers Shock Top, Redhook Brewery and Square Mile Cider Company. In 2022, Tilray acquired beer producer Montauk Brewing.
Alcohol giants are experimenting with nonalcoholic brews as the category gains steam. Sam Adams maker Boston Beer debuted General Admission, which the company said combines the tastes of beer and hard seltzer, in select locations and online earlier this year.