Shiner Enters the Non-Alc Market with Rode0 Golden Brew; 2 More NA Beers to Launch in 2024

The Gambrinus Company is attempting to carve out its own slice of the growing non-alcoholic (NA) beer pie with a line of NA Shiner offerings.

The NA series Shiner Rode0 is launching in time for Dry January, beginning with Rode0 Golden Brew, a less than 0.5% ABV American lager. The year-round beer, available nationally now, has “crisp and malty notes that are perfectly balanced by delicate esters and a gentle hop profile,” promising to still have “the taste and aroma Shiner is known for,” without the alcohol, according to a press release.

Shiner will follow the launch with two other NA offerings and a Rode0 variety pack in 2024. The second release will be a red amber, launching in February, followed by a third yet-to-be announced style in summer 2024, according to a Shiner spokesperson. The variety pack is also expected to launch over the summer.

“Fans of Shiner have consistently requested non-alcoholic options to complement our more traditional beers,” Shiner director of brewery and distillery operations Tom Fiorenzi said in the release. “We’re proud to introduce the first of three non-alcoholic brews to our fans. Brewed using the same method as our iconic Shiner beers, the Shiner Rode0 line is authentically Shiner, just without the alcohol.”

NA beer dollar sales are up +29.4% year-to-date (YTD) in Circana-tracked off-premise channels, through November 5, with the segment claiming 0.78% share of beer dollar sales in the period. NA volume (case sales) is also up double-digits (+18.9% YTD). In the last four weeks, NA beer dollar sales increased +23.7% and volume increased +18.6% year-over-year (YoY).

Other veteran craft brands have announced plans to capitalize on the growth of the NA market, including Sierra Nevada. The Chico, California-headquartered craft brewery begins shipping two NA beers – Trail Pass IPA and Trail Pass Golden – this month, with shelves expected to be stocked with 12 oz. can 6-packs of both offerings in time for January 1. The company is also expanding its Hop Splash hop water brand with a new year-round offering, Hop Splash Citrus, launching this month.

Boston Beer Company also plans to prioritize its NA business through Samuel Adams, with the goal of hitting 1.5 million cases of Just the Haze nationally by the end of 2025, Samuel Adams brand director Lauren Price told wholesalers last month.

NA beer has the potential to claim as much as 20% of the beer market, Athletic Brewing co-founder and CEO Bill Shufelt recently said during an interview on BevNET’s Taste Radio Podcast. Athletic has driven much of that growth so far, with the non-alcoholic beer maker growing to be the 13th largest craft brewer in the country in 2022.

However, new players in the space may have a harder time finding growth, Whole Foods principal buyer for beer Mary Guiver warned last month at the Beer Institute’s annual meeting. Guiver noted that NA beer is now Whole Foods’ “No. 3 category behind craft and import,” but the retailer is already approaching its limit for shelf space dedicated to the segment, and is prioritizing maintaining space and growth for top brands.

Shiner dollar sales were down -3.8% and volume was down -8.7% YoY in the last 52 weeks (ending September 9) in NIQ-tracked off-premise channels, according to data shared by 3 Tier Beverages. However, trends were in the green in the last four weeks, with dollar sales up +2.7% and volume up +0.1% YoY.

The Gambrinus Company’s total dollar sales are down -2.1% YTD, while volume is down -6%, in Circana-tracked off-premise channels (through October 8). In the last four weeks, dollar sales declined -1.1% YoY, and volume declined -3.9%.

Dollar sales of Shiner Bock, the company’s core offering and the No. 8 craft brand in Circana-tracked off-premise retailers, are down 1.5% YTD, while volume is down -5.3%. In the last four weeks, dollar sales were down -2.3% and volume was down -5.2% YoY.