Brooklyn Brewery has renamed its Special Effects alcohol-free portfolio as Brooklyn Brewery Non-Alcoholic and redesigned the packaging to resemble its core range.
The refresh, which is designed so that each non-alc SKU looks like its alcoholic counterpart but with “clear, blue non-alcoholic cues”, is rolling out in the US off-premise channel this month. The brewer said the changes should make it easier for consumers to recognise the non-alcoholic iterations of the brand on-shelf.
Each beer has also been renamed: Special Effects Hoppy Amber becomes Non-Alcoholic Brooklyn Original, Special Effects IPA is now Non-Alcoholic Brooklyn East IPA, Special Effects Grapefruit IPA has been changed to Non-Alcoholic Playa de Brooklyn Grapefruit IPA and the Special Effects Pils is now Non-Alcoholic Brooklyn Pils.
“For Brooklyn Brewery, the shift reflects a long-term view of how people drink today,” the New York brewer said. “Rather than positioning non-alcoholic beer as a separate category, the brewery sees it as a natural extension of everyday beer culture – part of the same line-up, brewed with the same standards, and enjoyed in the same moments.”
Last month, Constellation Brands acquired US non-alcoholic hop water brand Hopwtr, having purchased a minority holding back in 2021.
