How Athletic Brewing Co. Became The King Of Non-Alcoholic Beers

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Athletic Brewing Co. is a mid-sized craft brewing company based out of Milford, Connecticut. Like most craft brewing operations Athletic Brewing pumps out IPAs, Dark Beers, Lite Beers, Hazy, some special edition, maybe even a fruity offerings during the summer. Like other breweries you’ll find huge industrial barrels of hops and wheat, maybe a couple brewing awards displayed. But, the one thing you won’t find at Athletic Brewing is alcohol.
Produced, scripted and narrated by: Devan Burris
Camera by: Brad Howard and Jeff Morganteen
Supervising Producer: Jeff Morganteen
Additional footage: Getty, Athletic Brewing Co.
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How Athletic Brewing Co. Became The King Of Non-Alcoholic Beers

Опубликовано:

2 окт 2024

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Комментарии : 298

@CJ_222 6 месяцев назад

90 days sober here, I love beer and these non-alcoholic beers help me curb the craving to drink alcohol. I hope to see a larger variety in the future!

@Mr.Alexander.Smith. 6 месяцев назад

Congrats on the 90 days.

@leons.kennedy6710 6 месяцев назад

I stopped drinking about that time too! I love non-alcoholic beers, really does help.

@Tony-hu6wx 6 месяцев назад

Dang I need to do something like that… good job and keep up the good work!!

@notorious3602 6 месяцев назад

As someone with a breathalyzer, this and a baclofen works but so does cola with baclofen

@inspectorgadget346 6 месяцев назад

Just out of curiosity, how are the extracting the alcohol out. It appears that they're using the same techniques to make alcoholic beer. Are they evaporating the alcohol off and sell it to other establishments?

@dustypilkington7290 6 месяцев назад

Recovering alcoholic here. Back in my drinking days, a was a huge beer lover. Athletic helps me stay sober. I get to enjoy the malted barley and hops when I get a craving for a beer, without blowing up my life again. Great company!

@NazriB 4 месяца назад

Lies again? Grab Drinks USD SGD

@Directorkey718 5 месяцев назад

Thank you for delivering us from the horror of O'Douls

@snoopaloop007 4 месяца назад

🤣

@kylohurtado6400 6 месяцев назад

As a 12 year old, i can assure you that this beer tastes like the real deal.

@davidmallinson 6 месяцев назад

good to know😎

@zekecowans7792 6 месяцев назад

You're not 12. Or your daddy wrote this

@alexgonzalezMI 5 месяцев назад

I'm calling your mom.

@VGMurders 5 месяцев назад

Congrats on your newfound sobriety.

@The_Internet_Is_Overrated 4 месяца назад

Figured you'd be on the seltzer at 12. They're made for palette of a child just like vapes were...

@DM-fv7hw 6 месяцев назад

I quit alcohol in 2022 and haven't looked back. Athletic Brewing is THE standard on non-alcoholic beer.

@speedracer2please 6 месяцев назад

I love this kind of online investigative journalism on random things I've been wondering about! This gives me a couple more questions, like what suddenly increased the demand for this? Or if it was always there, what suddenly made this quality NA beer suddenly possible? Was this seriously always a waiting opportunity and nobody really put in enough effort until recently? Socializing in my 20s without drinking was really frustrating, I'm so happy to see these options in every bar, restaurant, and store now. I don't have to be the only weirdo holding a soda.

@PersonofInterest23621 23 дня назад

What increased the demand was that modern beers are not enough to get anyone drunk anymore. And in this economy people can’t afford to have multiple beers everyday. So people who want to drink a beer might as well opt for an alcohol free one. Why drink alcohol and damage yourself if you’re not even getting drunk?

@TheHehe1223 6 месяцев назад

I've tried a few of their beers and they're honestly the best non-alcoholic beers ive had.

@bngnyc 6 месяцев назад

I tried couple of brands, and they were surprisingly good, same taste but without the alcohol.

@ericcomp7032 6 месяцев назад

Booooo

@mickjames666 6 месяцев назад

No thanks

@Jack-zj1ug 3 месяца назад

@@mickjames666why? Don’t you enjoy the flavor of beer?? This one won’t permanently shrink the size of your neocortex.

@TJMartinek 6 месяцев назад

There's nothing I hate more than being with coworkers and everyone's drinking and there aren't any non-alcoholic options. Nothing against drinking, My coworkers just aren't going to wake up at 5am to run a 10K.

@machinmon. 6 месяцев назад

Smoke marijuana

@rudysal1429 6 месяцев назад

Drink water, tea, or soda? While I really enjoy beer, the main point is for the alcohol. Not spending a lot of money for non-alcoholic. I will just drink water or iced tea if I'm not drinking.

@JNOBODYOFFICIAL 3 месяца назад

This company is a go to for my household. 🎉 Bravo guys, we are proud to carry your products here at the Grand Canyon! See you on the trails, we love your mission!❤

@Max78912 6 месяцев назад

obviously theres a demand for these products but its insane to me that people love the taste of beer so much

@valleyofiron125 6 месяцев назад

It's a taste preference in genetics. Beer is one of my favorite flavors hoppy, bitter, pilsner, ipa, whatever. Sweets taste terrible to me, soda has tasted bad to me since about age 12. I prefer baking chocolate to milk chocolate.

@homosexualbiologicalmale--3 6 месяцев назад

beer dont taste delicious so is probably a peer presure that all , peer presure mean scam lies

@ShapeyFiend 5 месяцев назад

You get sodas that are brewed also. People are more accustomed to a Coke but given some budget you can create a lot more interesting flavours that don't have 5 teaspoons of sugar in.

@anastasializzi1755 6 месяцев назад

Thanks for catering to this niche! Ive been exploring non alc options

@brandonsmith2299 6 месяцев назад

O’fouls had been around for at least 20 years 🤣 sorry you’re just learning about this my guy.

@AndrewAntonelli-dj4qt 6 месяцев назад

sober for 10 months, never had drinking problem but had to stop for my blood pressure, love this beer becuase the taste. taste great with food, buy a six pack a week

@innocentrage1 6 месяцев назад

Same. If you need low sodium spices, spicology is good and for bbq sauce uncle joes is only 25 mg per serving

@jewelqueen5949 2 месяца назад

Same!!!

@Eric-jb1ym 6 месяцев назад

alcohol destroys your gut, screws up your sleep, increases anxiety and makes depression worse. It's amazing to me that people continue to do this to themselves.

@drinkingpoolwater 6 месяцев назад

its part of american culture. beer, football, cars, etc

@mickjames666 6 месяцев назад

That's life

@James-dy6zh 5 месяцев назад

Alcohol helps me sleep and gets rid of my anxiety

@JBguitar-cj8pc 4 месяца назад

@@James-dy6zhI find that anxiety is really bad once I wake up the next day though 😬 I do love beer though haha.

@JBguitar-cj8pc 4 месяца назад

@@drinkingpoolwaterwestern culture in general

@RayEccleston 6 месяцев назад

I have tried many non alcoholic beers and Athletic is by far the best. The taste rivals that of regular beers, but the lack of alcohol made it perfect for me who wanted to reduce my alcohol intake.

@brandonsmith2299 6 месяцев назад

Hahaha this is one hell of a marketing campaign never heard of these guys…

@STC987 Месяц назад

@@brandonsmith2299 because they are relatively new and make a product you aren’t interested in.

@KazamaFury 27 дней назад

They taste good and have many different flavors and types. I’m not a beer guy and I rock with these heavy

@UpcountryWarren 6 месяцев назад

I have a cold glass of Run Wild IPA every day. Started off with dry January - it became dry February, March, and now April.

@SuSpicious9748 5 месяцев назад

Keep it up! Congrats!

@drmiteshtrivedi 6 месяцев назад

If you havemt tried their beers, do yourself a favor and do it. They are remarkably good, and most are 100 cal or less. I dunno how they do it, but they are the best in the niche

@jewelqueen5949 2 месяца назад

100%

@clarklowe5632 6 месяцев назад

Athletic Brewing was the first good tasting NA I ever had. I started drinking it when it first started in 2018. Discovered it at cycling events first. Love it but got alot more expensive.

@smhdpt12 5 месяцев назад

Yep, it's strange it's just as expensive as quality craft beers. Gimme a break!

@heidikamrath1951 4 месяца назад

They sell it at Costco now. Becoming more mainstream (and cheaper).

@futureshocked 5 месяцев назад

I cofounded a brewery and I'm actually 100% on board for what Athletic and non-alcoholics are doing. It's great!

@ct.inmyshoes8414 6 месяцев назад

It is awesome to have ABC breaking the ice for some many other NonAlc craft brands.

@NonAlcoholicBeerChannel 6 месяцев назад

Shouts out to Bill and the entire ABC crew!

@PositivelyPessimistic42 5 месяцев назад

The first IPA I ever had was when I quit drinking. 4 years sober. I love this stuff

@anthony7960 5 месяцев назад

great story, thanks for covering this!

@stelliosbonadurer359 5 месяцев назад

Even before I stopped drinking I liked these to pace myself/not get drunk on some occasions, they're quite good. (although they make the $ savings from quitting not as good)

@fnsactionandadventure8863 2 месяца назад

Over a year no alcohol. I’m just done. Never going back. This has allowed me to drink the taste that I love without a byproduct that causes liver damage, high blood pressure and other health issues. I love the direction this industry is going. Alcoholism is an epidemic. There is no denying it. And that is coming from someone in their 40’s who loved and drank for years. Just time to go down another path in life. Cheers and best of luck to all in their journey

@damatar 6 месяцев назад

So great to have this option when I want to chill with a beer but don't want the alcohol. Cheers!

@mickjames666 6 месяцев назад

Why drink then. This isn't beer.

@STC987 Месяц назад

@@mickjames666 you have to comment on everything? It’s better than beer.

@interwebzful 5 месяцев назад

i still drink but am "sober curious" i guess... just because of what it does to my body. anyway this beer is good, i like it a lot. i'm a super fan of all this explosion of NA drinks, too, also the spirits. honestly if the tastes are complex and get you thinking and debating and guessing ingredients, what's the problem. i'm here for it.

@Collinsv8 6 месяцев назад

As someone who is doing a 90 day fast of alcoholic beer and alcohol before my wedding, this timing couldn't have been better 😂 In all seriousness, I love beer. It's a treat to me. I don't need the alcohol to enjoy beer. It's like ice cream or a favorite desert. After listening to Andrew Huebermans podcast on Alcohol, my entire view of alcohol has changed. I still enjoy drinking, but I recognize the industry has carried this long time message of 'small quantities of alcohol are okay... it can be healthy for antioxidants... it can help you sleep'. As stated in the video, more and more researchers are coming out with good evidence any alcohol is not good for you. It makes me sad to hear.

@yutheman 6 месяцев назад

I did not know they were #1. Love Athletic Brewing. Sometimes you are in the mood and don’t want the after effects.

@cruisinusa5110 5 месяцев назад

2.5 years sober

@LauraOstermiller 5 месяцев назад

As a 12 year old, i can assure you that this beer tastes like the real deal.

@JelloTalks 6 месяцев назад

"One thing you won't find here is alcohol." Except their beer is 0.5% abv.... like most other NAs....

@heidikamrath1951 4 месяца назад

Yes, you can’t buy in self checkout be a use they want to see ID. Aaargh.

@geebo6569 4 месяца назад

@@heidikamrath1951not universally true. Just bought a 6 pack of Run Wild at self checkout at King Soopers (Kroger). No ID check required. Paid and walked out.

@shakalakameccalekka4759 6 месяцев назад

Would love a deep dive in the Non-alcoholic beer investigation in testing ppl in a study and evaluating the future impact of this line of beers.

@UnCoolDad 6 месяцев назад

You didn't say how. This is basically an advertisement.

@bloodlove93 6 месяцев назад

its the metaphorical proverbial perpetual way they described through that one section if that doesn't make sense... good it's bs

@ae333 6 месяцев назад

The brewing method is all proprietary, that’s why Athletic blew up

@applesocks89 6 месяцев назад

they said it at 0:54 athletic pinpointed a market (that people are not spending most of their time drinking alcohol) that no other beer brand was catering to the time in your day that you aren’t drinking alcohol

@UnCoolDad 6 месяцев назад

@@applesocks89 yet other non alcoholic beers and beverages already existed, so that isn't the full answer.

@cassj9170 6 месяцев назад

Shut up

@JohnnySoCal 6 месяцев назад

Im not a heavy drinker.... but doesn't non-alcoholic beer defeat the purpose of alcoholic beer? To loosen up?

@thatoneguyfromthatoneplace9515 5 месяцев назад

That's not the point of a beer

@Waltaere 6 месяцев назад

Cheers 🍻

@김모치-z1h 6 месяцев назад

wow another ad good job

@brent7565 6 месяцев назад

why? its like buying a vegan steak

@zekecowans7792 6 месяцев назад

Clearly you've never heard of the idiomatic phrase , 'mind over matter'

@cutterholt3987 5 месяцев назад

Holy smokes that’s impressive. If Pabst can make a N/O that tastes the same I’d be so happy.

@valleyofiron125 6 месяцев назад

Beer coffee and water are my main beverages. The new NA beers are fantastic. I got hooked on athletic first but quickly found others. My favorite is Partake IPA and it only has 10 calories. Guiness is great. Best-day brewing has one called electro-lime that is realy good but can be hard to find. Budweiser zero is one i realy grew on me but it has a pungent taste that some will not like. Hoplark makes a citra hop water that is 0caloie and the flavor flipping amazing. Thehop water that i did not like at all was the most popular one, Lagunitas. It tastes sweet like they add la croix chemicals to it. It tastes like artificial sweetner. Thats probably why it is popular. A lot of people like to drink syrup.

@amygobet 6 месяцев назад

Love these beers! My choice everything for non alcoholic.

@SlightlyOddFilms 6 месяцев назад

Why do I want the carbs and no fun

@ianray8823 6 месяцев назад

When it comes to beer I'm just in it for the destination more than the journey

@shoognboogadventures1722 6 месяцев назад

What a great video! Excited about on tap too!

@innocentrage1 6 месяцев назад

Wish it wasnt more expensive then regular beer

@itzgamerz3102 6 месяцев назад

Brands in Europe like Heineken only started to promote it because you can’t advertise alcoholic drinks in Europe

@PretzelGuy5280 5 месяцев назад

I've been sober for nearly 12 years. Socializing has been an anxiety inducing mess for me, especially after the pandemic. Really curious to see how these help out the anxiety, and will allow me to get back out there and socialize again.

@chadh.6124 3 месяца назад

weed is the way to go

@joelrobertson71 6 месяцев назад

The NA beer game has changed. I've only tried one of the athletic varieties. It was good, but I prefer the Stella, sam Adams, Guinness, and Henekin options. I got the alcohol out of my life over 9 months ago. Best decision I have ever made.

@glenncocoa5029 6 месяцев назад

Next step- Craft Beer Bread

@fullmetalfreedom 5 месяцев назад

Im in!!!! I want this and i know many that do also!!!!

@jstelm 6 месяцев назад

An entire industry developed for people too embarrassed to just tell their friends they don’t want to drink… You can go places without drinking… I promise

@CJ_222 6 месяцев назад

lmao im 90 days sober and im not embarrassed to drink non alcoholic beer. its helps me curb the craving to get drunk. all my friends know im sober and support it. I promise you no one is drinking non alcoholics because they feel embarrassed, its because we love the taste of beer.

@PDXNY 6 месяцев назад

With the 1000s of options of what one can drink, non-alcoholic beers and liquors make absolutely no sense to me. But ok, to each their own. What I really don’t understand are all the comments of “recovering alcoholics” that drink beer or liquor that are non-alcoholic. Wouldn’t one want to avoid anything that could remind and trigger one’s past abusive addictions?

@Droidman1231 4 месяца назад

Non-Alcoholic versions of regular beers I find bad because their flavor profile depends on the alcohol so taking it out it tastes bad. I've had athletic beers and starting with a taste knowing it won't have alcohol in it makes it taste much better imo. I just wish they weren't the price of a regular beer haha

@glk001 3 месяца назад

Even with Athletic just down the road from me and I like to support local, I've not tasted any of their beers I enjoy...I've a few brands of non-alcohol I enjoy, but Athletic is not one...Each to their own...

@Cybebe Месяц назад

Islam condemns Alcohol - now people start realizing how bad this could be to health and society😁😁

@jeffarose 2 месяца назад

It’s not beer, it’s a “malt beverage”, as the label says. It’s also not completely non alcoholic. It can be labeled a such if it contains less than 0.5% ABV as many natural products that ferment, such as apple cider could contain similar levels of alcohol.

@AuraAi888 6 месяцев назад

1st Comment ✅

@paulheydarian1281 6 месяцев назад

Is there a prize? 🤔

@CadyCadwell 6 месяцев назад

@@paulheydarian1281 you get laid

@JasonB808 3 месяца назад

I started drinking non alcoholic beer last year because I was suffering from afib. Alcohol can tricker afib and make symptoms worse. Athletic is one of the better tasting Non alcoholic beers out there. Sober Carpenter is another good one. I had my condition cured by cryo ablation late last year, I recently drank real beer in a year. This is so I know how my body would react to it because I am traveling to Japan to visit brother and his wife. Japanese love their beer so the restaurants may only have beer on the menu. 😅

@jsmunitions1471 3 месяца назад

Love the taste... but have to stay away from alcohol for the most part because of medication. This stuff is just the ticket.

@magedojo 5 месяцев назад

I recently cut way back on my drinking. Run Wild IPA has been a life saver.

@stephengloster8137 6 месяцев назад

Upside Dawn - gluten free N/A - it's awesome!

@mikeyking1253 6 месяцев назад

I’m basically drinking bread with water

@MachE_Mutt 6 месяцев назад

I tried their beers because of the reduced calories. What great flavor! I keep 2 - 3 varieties in the beverage fridge at all times. Haven't loved them all but most suit my tastes perfectly.

@auro1986 6 месяцев назад

how? maybe inventing a new beverage other than coffee but what if again coffee is an important ingredient?

@valleyofiron125 6 месяцев назад

Drinking?

@Neverendingkill Месяц назад

Coors NA is my go to for value and taste....and 40 calories

@Rose41640 2 месяца назад

Make it flavorful.

@djp1234 6 месяцев назад

If they can make a good Hefeweizen, I'll buy it.

@southhillfarm2795 6 месяцев назад

I would love this bec@se it has no sugar or a lot less sugar than pop.

@darrenc5563 6 месяцев назад

I’d recommend anyone to try Asahi non alcohol version. Tastes just like a beer!

@Sota2d 6 месяцев назад

oh yeah. They are great. Drinking their hazy ipa right now! Cheers.

@quadsnipershot 6 месяцев назад

Non-alcoholic beer still has alcohol.

@bodhixxx1 6 месяцев назад

1/2 percent of alcohol per 12 oz.

@MyBeomaster901 5 месяцев назад

It differs there are actually 0.0 options.

@heidikamrath1951 4 месяца назад

Kombucha does too. Both need to be less than 0.5% alcohol in order to be called “non-alcoholic.” Even though it says “non-alcoholic” on the Athletic Brewing box, you can’t go through the self-check at Costco. Must go to a live checker as if it were alcohol. That’s the bad news. The good news: they carry Athletic Brewing (Run Wild only) at Costco! (Palomar Airport Road location, Carlsbad, CA)

@Boxagami 4 месяца назад

Most overused word for this channel is, "Rise or rising".

@jtc.outlet 6 месяцев назад

mfs will drink anything but Water smh

@johanvantonder2028 2 месяца назад

nothing beet castle black south afrika beer 0%

@EmperorOfTheScrubs 6 месяцев назад

This is an interesting phenomenon

@dominicpacoe6116 6 месяцев назад

I love this brewery! So tasty!

@ratkade 6 месяцев назад

I have been a NA drinker for 30 years. On vacation in the FWI Caribbean, I found that Heineken 00 is the most available with some stores / restaurants having Stella. My local WI store just offered Tsingtao 0.0. Over the years, St. Pauli Girl, Beck's and Clausthaler were the traditional standards. Athletic is not as flavorful at Clausthaler, but at times it is the only NA offered. I see that Lagunitas is also expanding in the NA market. It is all a matter of regional marketing and availability ... we are a trapped and will accept whichever brand is on the menu. But, Clausthaler is still number one!

@ratkade 6 месяцев назад

I forgot Guinness 0. They were also available throughout the Caribbean and they also sell at Whole Foods. Too much of a caramel flavor for me. And I know NA drinkers loyal to Sam Adams. If Athletic is the top US seller, I wonder which brand has worldwide dominance?

@heidikamrath1951 4 месяца назад

I love the Clausthaler dark. The one with grapefruit is also interesting; nice on a Summer afternoon.

@ale_mtl 6 месяцев назад

rise is a stretch

@teddnagurski5583 5 месяцев назад

A generation of wimps. Drink like GD man.

@Novastar.SaberCombat 6 месяцев назад

I don't drink, but... cool. Whatever's clever! :) If people like the taste of a drink and it hydrates and "feeds" 'em, then, sure... whatever works.

@nataliemanzo34 4 месяца назад

as a janitor of ten years i can assure you. non alcoholic beers are great

@HKim0072 6 месяцев назад

A Guinness or a Hefeweizen are the only beers I could genuinely say, "ok, I'd drink that without alcohol".

@KevinSmith-qi5yn 6 месяцев назад

I would drink a good red ale or sour as well without alcohol.

@grantwatson927 6 месяцев назад

Guiness makes a great non-alcohol version. You might not even notice it's NA if you're not really paying attention.

@JB-jz9ib 5 месяцев назад

The best Guinness 0 I have had was in Dublin , they had it on draught , incredible ! I like Athletic Run Wild but I really wish they would make it in a bottle , I love the taste of beer in a bottle .

@maestoso47 6 месяцев назад

Never heard of them.😐

@jjcc4055 6 месяцев назад

Interpiner.

@bernardthefourth Месяц назад

It's good... feeling better too.

@ponyphonic 6 месяцев назад

Can't wait to see them on tap. Their stuff is great.

@MyBeomaster901 5 месяцев назад

If they really are good make them available in Netherlands, Europe please :). Oh and not for 3 euro a can that's just too much.

@denniswen8483 2 месяца назад

Heineken 0.0% ?

@randallsatx5119 5 месяцев назад

Beef is nasty! Who would want a fake one

@querty292 5 месяцев назад

All the calories and none of the fun

@gregnulik1975 6 месяцев назад

Do they have a sampler pack ?

@googleguy08 6 месяцев назад

Just please don’t sell out to InBev.

@VILJL 2 месяца назад

More Americans are looking out for their livers. Over 40% of Americans say they’re trying to cut back on alcohol in 2024, according to data from NCSolutions. That number goes up to 49% for millennials and 61% for Gen Z, according to the data. Around the world, nonalcoholic drink consumption is expected to go up by a third by 2026, according to International Wine and Spirit Research. Bars have also taken note of this shift in consumers' tastes, with New York City having the most sober bars in the US. Cheers to that.

@mid-classvssup-rich6080 6 месяцев назад

Common sense. I'm buying Tesla 65% off, selling Nvidia 114,000% up 😂 like the rich doing but they don't want you to know. Fuqq the fake new!

@Stone8age 6 месяцев назад

I thought this is a regional thing. In Gulf states, they really want to drink beer but since alcohol is prohibited, only non alcoholic ones are available. There are giant aisles with familiar brands but with their non alcoholic offerings.

@heidikamrath1951 4 месяца назад

Alcohol is prohibited? Really? I thought maybe prohibited for sale in grocery stores and that you need to go to a liquor store to buy it.

@Stone8age 4 месяца назад

@@heidikamrath1951 99% of populace has no legal way to buy alcohol. in UAE or Qatar non-Muslim permanent residents can obtain permits to buy booze at few shops. High end hotels also offer some alcohol. In Saudi Arabia it's super strict in this regard. MbS might change this a bit but the country is still extremely conservative.

@heidikamrath1951 4 месяца назад

@@Stone8ageOh! Sorry! I misunderstood: by “gulf states” I thought you meant the southern United States bordering the Gulf of Mexico. I didn’t know you referred to the region as “states.” I thought they are countries? Dumb American here! 🙃

@RaulManjarrez 4 месяца назад

Love their beers!

@vsznry 6 месяцев назад

Waiting on Cannabis Beers cuz its a cousin of hops. #BuddhasBrew

@bloodlove93 6 месяцев назад

easy d.i.y just buy or make tincture, mix into drink. i keep 4 cups of tea by me throughout the day,each with 80mg thc tincture mixed in.

@chasefiebig 5 месяцев назад

Speaking as an alcoholic, and I've been free from the stuff for almost 5 years now. Non-alcoholic beers have always confused me. The idea of even tasting something relating to alcohol is triggering for me. Taste association? Even putting yourself in a bar setting to drink this? Beer doesn't taste good enough to drink (there are far more refreshing beverages), so I think all these products do is serve as a on-deck option until you fall off the wagon again. ¯\_(ツ)_/¯