BANDED PEAK AND LABATT CRAFT STRONG FUTURE FOR CALGARY WITH CAPITAL INVESTMENT

Local Calgary Brewery Grows Staff by 68% and Increases Capacity CALGARY, AB, Dec. 13, 2023 /CNW/ - Together, Labatt and Banded Peak Brewing Co. are investing in the future of the brewery, by more than doubling its staff, and creating new, local jobs in Calgary. The investment has funded brewery enhancements to increase capacity and distribution across Alberta.

The $9.6 million investment supported a more than 7,000 square foot addition to the 4,800 square foot brewery, including a state-of-the-art lab. The expenditure also funded a bulk grain silo to reduce plastic use in malt shipping, and improved brewing equipment throughout the facility. "We're thrilled that this investment will allow us to continue bringing Calgarians more selections from Banded Peak," says Colin McLean, co-founder at Banded Peak Brewing, "This investment cements the fact that we are steadfast in our commitment to producing our beer locally, with new jobs, local ingredients and the type of innovation that continues to make Calgary a great place to live – and work."  The brewery's current team has grown by 68%, creating new jobs for front of house, logistics and brewery operations.   "We're proud to be able to contribute to our community through this investment," says Chad Patterson, Vice President, Craft & High End, Labatt Breweries of Canada. "From day one, Banded Peak has brewed local craft beer for Albertans and beyond, and this investment from Labatt will enable the necessary next steps to ensure that Albertans can continue to enjoy locally brewed Banded Peak beer for years to come."   About Banded Peak Brewing  Banded Peak Brewing started from humble beginnings with three friends opening a brewery and taproom in Calgary in May of 2016. Since then, Banded Peak has grown into a thriving brewery with a strong taproom program, and distribution across Alberta. Banded Peak is a leader in innovation in styles, as well as growing taproom culture in Calgary. They championed the establishment of the Barley Belt, a district with Alberta's highest concentration of taprooms. Banded Peak has been a strong partner of the outdoor community in Alberta, with a passion for making adventurous beer for adventurous people.   About Labatt Breweries of Canada Labatt Breweries of Canada is one of Canada's most established businesses and its leading beverage company, with over 3,600 employees; an unmatched portfolio of more than 60 quality beer, ready-to-drink and non-alcoholic products; six key breweries; and four craft breweries from coast-to-coast. Our employees are the driving force behind our business – brewing the world's most loved beverages, building iconic brands and creating meaningful experiences for Canadians. Through 176 years of brewing excellence, we are always looking to serve up new ways to meet life's moments, dream big to move our industry forward and make a meaningful impact in our communities through a collective purpose of creating A Future with More Cheers.

Trouble Staying Dry This January?

HOP WTR's Hired A Hypnotist To Help Consumers Stay Dry

LOS ANGELES, Dec. 12, 2023 /PRNewswire/ -- Last year, one in five adults participated in Dry January, but not everyone completed the challenge. This year, HOP WTR, the leading hoppy water brand, is making it easier than ever to stay dry by hypnotizing consumers to stick to their goals with the help of HOP WTR.  HOP WTR has partnered with a certified hypnotist to develop a "HOPnotic spell" designed to put consumers into a trance that will help them form healthier habits through the power of hypnotherapy. Sessions with HOP WTR's hypnotist will help give consumers the ability to resist a beer or say 'yes' to an early morning hike. Are we serious? Why, yes, we are. "Dry January sounds like a good idea, but it can be hard to pull off," said Jordan Bass, HOP WTR Co-Founder and CEO. "We hired a certified hypnotist, Amy Koford, who will hypnotize select consumers to help make sure they stay extra dry this January. As an added benefit, they may also leave the session wanting to drink lots of HOP WTR. We know people love our brand because they heart it on Instagram, but we want them to be obsessed. Putting consumers into a hypnotic trance seemed like a natural extension of our marketing." Fans looking to outsmart Dry January and form better habits can sign up for a chance to be hypnotized on HOP WTR's website from today until December 26th. Winners will receive their session during the first week of January.  To make Dry January even more of a no-brainer, each winner will also receive a month's supply of HOP WTR so they can still indulge in the bold, hoppy flavor they may suddenly crave more and more. Each can of HOP WTR is crafted with a blend of brewer-approved hops and mood-boosting ingredients that will have fans feeling good about staying dry. HOP WTR expects sales to rise in January, citing a growing trend of consumers who seem to be entranced by the brand. ABOUT HOP WTR Founded in California in 2020, HOP WTR is more than a healthy alternative to soda, beer, or cocktails; it's a consciously crafted sparkling hop water that blends bold hops with adaptogens and nootropics, offering Positive Refreshment in a can. Created without alcohol, calories, carbs, sugar, or gluten, each of HOP WTR's eight delicious flavors is the liquid equivalent of a laugh with close friends, bringing physical and emotional replenishment with every sip. HOP WTR is the choice you can feel great about physically, mentally, and emotionally. Cheers to a life well sipped! For more information, visit hopwtr.com and follow on Instagram @hopwtr.

Sierra Nevada Brewing Co. Releases Its First-Ever Non-Alcoholic Brews

New Brews Round Out Full Non-Alcoholic Portfolio with Hop Splash Line Extension

CHICO, Calif., Dec. 12, 2023 /PRNewswire/ -- Sierra Nevada Brewing Co. has just released its first-ever line of non-alcoholic brews -- Trail Pass IPA and Trail Pass Golden, hitting shelves across the U.S. this month. "Our innovation brewers have been working for years to perfect a flavorful, satisfying non-alcoholic brew. What they've developed is truly best-in-class," says Lesley Albright, VP of Marketing at Sierra Nevada Brewing Co. "We know that drinkers appreciate a wide variety of premium craft options to enjoy at different occasions. Trail Pass IPA and Golden are a great fit when the moment calls for a high-quality, non-alcoholic beverage that fully delivers on flavor and refreshment. We're so pleased to release this new collection of non-alcoholic offerings." Trail Pass IPA uses Amarillo®, Bravo, CTZ, Magnum, and Cascade hops for an impactful IPA flavor and aroma and comes in at 35 IBU. Trail Pass Golden has a light, crisp flavor with Centennial, Cascade and Bravo hops, and is an easy-going 15 IBU. Instead of removing alcohol after the brewing process, both brews are made using traditional fermentation but with a yeast that produces low amounts of alcohol. Though more difficult to work with, this process results in a higher-quality beverage more like traditional beer, but with less than 0.5% ABV. Both have a MSRP of $11.99 (6-pk of 12 oz. cans). To round out the full non-alcoholic portfolio, Sierra Nevada is additionally releasing Hop Splash Citrus, a new line extension to its popular Hop Splash sparkling water. Hop Splash Citrus is infused with Mosaic and Simcoe hops, and real grapefruit and blood orange juice to complement the prominent hoppy flavors and aromas. It contains zero alcohol and has a MSRP of $8.99 (6-pk of 12oz. cans). The all-new Trail Pass IPA, Trail Pass Golden and Hop Splash Citrus will be available year-round along with Hop Splash which launched in late 2022.   About Sierra Nevada Brewing Co. Inspired by frequent trips to the Sierra Nevada mountain range, Ken Grossman founded Sierra Nevada Brewing Co. in 1980. Highly regarded for using only the finest quality ingredients, Sierra Nevada has set the standard for craft brewers worldwide with innovations in the brewhouse and in its sustainability efforts. The pioneering spirit that launched Sierra Nevada now spans both coasts with breweries in Chico, California and Mills River, North Carolina. Sierra Nevada is famous for its extensive line of beers and other beverages including Pale Ale, Hazy Little Thing®, Torpedo® and a host of seasonal, specialty and limited release beers. Learn more at www.sierranevada.com. Inspired by frequent trips to the Sierra Nevada mountain range, Ken Grossman founded Sierra Nevada Brewing Co. in 1980. Highly regarded for using only the finest quality ingredients, Sierra Nevada has set the standard for craft brewers worldwide with innovations in the brewhouse and in its sustainability efforts. Learn more at www.sierranevada.com.

Genesee Brewery's Three-Story Keg Tree is Must-See Holiday Tradition in Upstate New York

532 Kegs Stacked 30 feet high, wrapped with 24,000 twinkling lights attracts thousands of beer lovers from near and far.

ROCHESTER, N.Y. , Dec. 12, 2023 /PRNewswire/ -- Genesee Brewery's three-story Keg Tree is a holiday tradition that shouldn't be missed. Throughout the season thousands of beer lovers descend upon Rochester, New York to catch a glimpse of this unique tree made entirely of 532 kegs stacked 30-feet high and wrapped with 24,000 lights! Since 2014, a crew of Genesee Brewery employees assemble and decorate the tree, as well as program the lights to holiday music. "This is a beer lovers' ultimate holiday tradition – bundle up, gather around a tree made of kegs and enjoy a cold Genesee beer with your friends," said Tiffany Benning, brand manager for Genesee. "Who could ask for a more perfect way to celebrate the holiday season?" Situated next to the largest urban waterfall in the U.S., the Genesee Keg Tree will remain lit throughout the entirety of the season at the Genesee Brew House located on Cataract Street next to the iconic Genesee Brewery in Rochester, New York. Visitors are encouraged to stop by the Genesee Brew House to enjoy beer and food, along with Genesee Brewery history and artifacts while shopping in the retail store. Genesee fans can also enjoy a cold pint or a flight of beer at the Tasting Bar and get a peek of the Pilot Brewery led by award-winning brewmaster Dean Jones. Visitors can share their Keg Tree photos and Genesee Brew House experience by tagging @GeneseeBrewery on social media. About Genesee Brewing Company Established in 1878, the Genesee Brewery—New York state's oldest brewery—makes the classic Genesee line of beers, Cream Ale and the Original Honey Brown Lager, as well as Seagram's Escapes. The Genesee Brewing Company is owned by FIFCO USA. For more information, please go to: https://www.fifcousa.com/ For more information, visit www.geneseebeer.com. Always drink responsibly.

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Guy Fieri and Two Roads Brewing Co. Launch Alcoholic Beverage Brand: Flavortown Spiked

Debuting with a fruit punch recipe and crafted in partnership with Two Roads Brewing Co., the canned adult beverages are borne of real fruit, bold flavors and better ingredients; now available for purchase

STRATFORD, Conn., Nov. 29, 2023 /PRNewswire/ -- Guy Fieri is bringing his fervor for flavor and signature spikey hair to the adult beverage game with the launch of Flavortown Spiked, a new line of premium, flavored malt beverages. The line's debut recipe, Flavortown Spiked Fruit Punch, is a next-level boozy refresher that delivers a liquid symphony of fruit sensations and bold, out-of-this-world taste. Inspired by classic fruit punch and made with real cranberry and orange juices, its bright notes of fresh berries and fruit infuse every sip at 6% ABV. Flavortown Spiked Fruit Punch is just the start, as the line will expand to include a variety pack of additional spiked punch and hard tea recipes in early 2024, all inspired by Fieri's favorite drinks. When Fieri is in the kitchen, real ingredients with bold, fresh flavors aren't limited to what's on a plate. They are the foundation for every recipe he makes and served as his inspiration for Flavortown Spiked. Fieri long wanted to create shareable versions of his favorite drink recipes that tasted like they came from his own kitchen. With a relentless focus on real fruit, better ingredients, and bolder flavors, Guy teamed up with a brewery that shares his unwavering commitment to quality and big flavor to bring his vision to life—award-winning Two Roads Brewing Co. The partnership was facilitated by Flavortown's licensing representative IMG. "It's happy hour in Flavortown and we've got real-deal fresh flavors that pack a punch," said Fieri. "Just like I'd make in my own kitchen, we use real fruit juices and high quality ingredients to deliver fast fresh flavor every time. So, grab a Flavortown Spiked and get the party started!" "No one knows flavor like Guy Fieri. When our team first started working with him on recipe ideas, it was a no-brainer for both of us to insist on using real and high-quality ingredients.   Fans will instantly taste his influence in every Flavortown Spiked recipe – and we couldn't be more honored to help him deliver that and more," said Brad Hittle, Two Roads' CEO and co-founder. For fans looking to pair their Flavortown Spiked Fruit Punch with something chef-approved, Fieri suggests spicy dishes, like jalapeño pig poppers or cheese and andouille stuffed jalapeños wrapped in bacon and glazed with barbecue sauce. Flavortown Spiked Fruit Punch is now available to enjoy responsibly this fall everywhere Two Roads is sold. Available to start in 6-packs of 12 oz. cans for $11.99 with large-format 19.2 oz. cans rolling out in early 2024. To learn more about Flavortown Spiked and find it near you, visit www.flavortownspiked.com. Guy Fieri is represented by WME, part of the Endeavor network alongside IMG. About Guy Fieri Chef, restaurateur and Emmy Award-winning television host Guy Fieri, a native of Columbus, Ohio, is one of the world's most recognizable and influential culinary stars. With a star on the Hollywood Walk of Fame, he is best known as the Mayor of Flavortown and the face of Food Network favorites Diners, Drive-Ins & Dives, Guy's Grocery Games, and the iconic culinary competition Tournament of Champions. His thriving business empire has grown to include over 80 restaurants worldwide, Flavortown Kitchen, Hunt & Ryde Vineyard, Santo Tequila, and Knuckle Sandwich Cigars.

Faribault Mill and Fulton Brewing Introduce Collaboration Winter Warmer Ale

Dec. 7th Taproom Release Party Celebrates One Year Anniversary of the Spread The Warmth Campaign

MINNEAPOLIS, Nov. 27, 2023 /PRNewswire/ -- Faribault Mill, the esteemed American heritage brand renowned for its handcrafted, Made in USA wool and cotton throw blankets, bed blankets and accessories, announces the debut of a craft beer brewed in collaboration with award-winning, Minneapolis-based Fulton Brewing commemorating the first anniversary of Spread The Warmth – a national philanthropic campaign launched by Faribault Mill in November 2022 to donate a wool bed blanket for every one purchased to organizations serving youth experiencing homelessness in cities across the country. Spread The Warmth Winter Warmer Ale will have limited distribution throughout Minnesota beginning the week of December 4. The 4-pack of 16oz cans feature four classic and collectable Faribault Mill blanket designs on the labels. "This Winter Warmer Ale is a collaboration of craftsmanship and compassion forged between two Minnesota manufacturers to embrace the dropping thermometer," said Ryan Petz, Fulton Brewing founder and CEO.  A marriage of tradition and surprise, a subtle malt presence mingles with the holiday comforts of citrus and cherry with hints of ginger and juniper to create an iconic 7% ABV beverage that wraps you up like an ageless Frontier wool blanket. A portion of proceeds from every 4-pack supports Spread The Warmth, locally benefitting YouthLink, which serves homeless youth ages 16-24 in Minneapolis. "For 158 years, Faribault Mill has kept Americans warm," said Ross Widmoyer, President and CEO of Faribault Mill. "The holiday season is a celebration of family, traditions, gratitude and giving, and this collaboration between two local brands with shared values serves as an opportunity to raise awareness for a cause close to our hearts." To-date, Faribault's Spread The Warmth campaign has donated over 10,000 blankets nationwide, far exceeding its goal for year one…and the campaign is here to stay, becoming a permanent fixture for Faribault Mill. A launch party will take place at the Fulton taproom at 5 pm on Thursday, Dec. 7 with Faribault Mill giveaways, live music, and fresh crowlers to-go. In addition, Faribault Mill blankets and co-branded merchandise will be available for purchase. Media samples will be available for distribution beginning the week of November 27.  About Faribault Mill: Founded in 1865, Faribault Mill is renowned for producing timeless, handcrafted blankets, decorative throws, apparel, and accessories. Throughout its storied history, the company has provided woolen blankets to pioneers heading west and comforted our troops through two world wars. Today, Faribault Mill continues to create products that are built to stand the test of time, with a commitment to 100% Made in USA manufacturing using naturally sustainable fibers like wool and cotton. The company and its workers are woven into American history, so please visit us online at faribaultmill.com or at retail stores in Faribault, Edina, and Excelsior, MN, as well as a brand new store in Portland, ME, to learn more about our iconic brand. About Fulton Brewing: Fulton Beer was founded by four home brewers in a Southwest Minneapolis garage in 2009 with the mantra, "Ordinary Guys Brewing Extraordinary Beer." When Fulton opened the very first taproom in the North Loop neighborhood of Minneapolis, they laid the foundation for the philosophy of 'Minnesota Made.' Since then, Fulton has been making a name for itself as one of the most authentic, approachable, and community-driven breweries in Minnesota. Their commitment to quality laid the groundwork for making award-winning craft beers. From best-known brands like Sweet Child of Vine — one of Minnesota's first IPAs, and Lonely Blonde — an easy-drinking Blonde Ale, to Hop Kingdom — an unforgettable family of award-winning Minnesota-inspired IPAs, Fulton is restless and relentless in its drive to meet and beat expectations. The iconic Hop Star logo is a calling card for unforgettable experiences and surprising innovations from a local brewery built on the trust, enthusiasm, and integrity of its founders.

Shiner Beer Announces New Entry Into Non-Alcoholic Category With Rode0 line

SHINER, Texas, Nov. 20, 2023 /PRNewswire/ -- Today, the independent, family-owned makers of the iconic Shiner Bock introduce its first-ever non-alcoholic series, Shiner Rode0, beginning with the launch of Rode0 Golden Brew. Rode0 Golden Brew is hitting shelves just in time for Dry January, marking a historic new chapter for the brewery. The Rode0 line will expand in 2024 with additional non-alcoholic brews.

Shiner Rode0 Golden Brew has an ABV of less than 0.5 percent. Styled after a classic American lager, this light and refreshing brew offers crisp and malty notes that are perfectly balanced by delicate esters and a gentle hop profile. Despite the lack of alcohol, the taste and aroma Shiner is known for are not compromised. In 2023, sales of non-alcoholic beer increased by over seventeen percent in Texas and 23% percent in the U.S from the year prior (IRI: 7/16/2023). Noticing the increase in demand for non-alcoholic alternatives, Shiner became inspired to expand into the non-alcoholic space and develop a full line of craft-brewed styles. The Rode0 collection will expand next year first with the introduction of a red amber non-alcoholic beer. "Fans of Shiner have consistently requested non-alcoholic options to complement our more traditional beers," says Tom Fiorenzi, Director of Brewery & Distillery Operations. "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." The introduction of this new non-alcoholic line is the latest move from the ever-evolving Shiner brand. Other recent innovations include Shiner's TexHex IPA line brewed with cactus water, and a craft spirits distillery with tours and tastings now open to the public. Tours of the Spoetzl Brewery and Distillery are available seven days a week. For more information please visit https://tours.shiner.com. About Shiner, the K. Spoetzl Brewery, and the K. Spoetzl Distillery: The K. Spoetzl Brewery was founded in Shiner, Texas (population 2,127), in 1909, by Czech and German immigrants brewing beer with old-world traditions and recipes for South Central Texas. Since then, the brewery has grown to be one of the largest independent craft brewers in the country with beers available in all 50 states, Puerto Rico, Mexico, and U.S. military bases around the world. In 2023, the Spoetzl Brewery expanded to include the K. Spoetzl Distillery with its line of Shiner Craft Spirits. To this day, every drop of the award-winning beer is brewed right in Shiner, TX, where it all started 114 years ago.

Urban Artifact Takes a Bold Step into Non-Alcoholic Beverages with "Seedless"

 Cincinnati, OH – Urban Artifact, Cincinnati’s craft brewery specializing in brewing with real fruit, is excited to diversify with the introduction of Seedless, their first non-alcoholic Fruit Tart. This expansion into non-alcoholic beverages underscores Urban Artifact's commitment to providing real fruit experiences to a broader audience.

Urban Artifact is world-renowned for their Fruit Tarts, a style of craft beer they developed to highlight the real fruit used in each recipe. Seedless now brings that experience to folks without the alcohol. Two initial Seedless flavors are available at launch: Strawberry and Mango. Both are brewed, carbonated, and available in 6-pack, 12-oz cans. These will be available throughout the Urban Artifact distribution network at select retailers, bars, and restaurants. It will also be available on their online store and in their Northside, Cincinnati taproom. Seedless can be found in the non-alcoholic beer section of your local shop.

Scott Hand, Co-founder and Chief Brand Officer at Urban Artifact, expressed enthusiasm about this exciting product expansion, stating, "Our journey creating Fruit Tarts with real fruit always keeps us innovating. A delicious non-alcoholic option has been a goal for our team and our fans for a long time. Seedless embodies the dedication to quality and flavor that is synonymous with Urban Artifact."

Urban Artifact Seedless will be available for purchase at select retailers, online, and at Urban Artifact's Cincinnati location. To stay updated with the latest news, consumers are encouraged to follow Urban Artifact on social media and visit the company's website at www.artifactbeer.com.

Key Features of Seedless Non-Alcoholic Fruit Tart

1. Crafted with real fruit: Drawing from their extensive experience with real fruit, Urban Artifact has masterfully crafted Seedless using the finest natural fruit ingredients, ensuring an authentic and vibrant flavor profile.
   
   
2. Non-alcoholic excellence: Urban Artifact's dedication to fresh ingredients remains steadfast in Seedless, a beverage designed to cater to individuals of all lifestyles. It delivers exceptional taste, just like the rest of their fruit-specific portfolio, without any alcohol content.
   
   
3. Naturally invigorating: Seedless strikes a balance between sweetness and tart fruit flavor, delivering a refreshingly vibrant and palate-pleasing experience.
   
   
4. No artificial additives: Urban Artifact maintains its dedication to natural ingredients. Aligning with their mission to offer healthier choices, Seedless is free from artificial flavors, colors, and preservatives. The color and flavor in the can is always real fruit.

Non-Alcoholic Trend Stats

Recent trends in the non-alcoholic beverage market highlight a growing demand for flavorful and healthier alternatives:

• According to a report by Global Market Insights, the global non-alcoholic beverage market is expected to experience significant growth, with a CAGR (Compound Annual Growth Rate) of over 5.5% from 2023 to 2032.
  
  
• In 2022, per Forbes the volume of sales for non-alcoholic and low-alcohol beverages experienced a growth of over 7% across ten significant global markets, exceeding a market value of $11 billion. These figures represent a notable increase from the $8 billion reported in 2018, as revealed by the IWSR Drinks Market Analysis.
  
  
• A survey conducted by Amplyfi revealed that 41% of respondents are actively seeking non-alcoholic alternatives, driven by health-conscious choices, productivity and public image.

About Urban Artifact

Urban Artifact is a Cincinnati, Ohio brewery dedicated to producing world class Fruit Tarts and Epicureans that celebrate creativity, imagination and the spirit of adventure. With a commitment to pushing boundaries and redefining the beer landscape, Urban Artifact offers a diverse portfolio of exceptional beers crafted with a fusion of traditional brewing techniques and inventive ingredients. Based in Cincinnati, OH, Urban Artifact has expanded its reach across 20 states, captivating beer enthusiasts with its unique flavor profiles and unparalleled craftsmanship.