I was reading about RationAle Brewing — a US non-alcoholic beer brand — signing what they call a 'strategic growth alliance' with LA Libations, a beverage incubator, and Homestead Brands, a brand builder.
Non-alc beer used to be the sad cousin at the barbecue. Now it’s got lawyers, incubators, and growth alliances. I remember drinking warm non-alc lager in a Bangkok guesthouse in 2007. The label said 'refreshing'. It wasn’t.
They’re not making it for monks or recovering alcoholics anymore. They’re making it for people who want to post a sunset shot and still drive home. Smart. Blya.
