John Mulaney Partners with Years, the Midwest-Brewed Non-Alcoholic Beer Changing the Game

Together, the comedian and non-alcoholic beer show that NA drinking can be full-flavor and uncompromising in taste and style

CHICAGO, Oct. 1, 2025 /PRNewswire/ -- Years, the non-alcoholic beer brewed in the Midwest with a culture-first approach, kicked off Sober October today by announcing that comedian, writer and actor John Mulaney has officially partnered with the brand as it launches its first national creative campaign. Inspired by his own journey and his love for the non-alcoholic beer, Mulaney brings his signature humor and authenticity to Years at a pivotal moment of growth and expansion. Mulaney's connection to the brand started simply: he got a sample from friends, tried it, loved it, and began drinking it regularly, even sharing it on set. That genuine enthusiasm made him a true partner, not just a spokesperson. Known for his wit and candor, Mulaney brings levity to a space that can often feel stigmatized, reframing non-alcoholic choices as ways to stay social, have fun, and enjoy life more fully. "Years actually tastes like beer, which is a relief because that's kind of the point," said Mulaney. "Years feels like a beer you reach for in a cooler in a driveway, watching someone who won't get a gas grill try to light the coals. Like me, it's completely and totally Midwestern but might appeal to a fancy city crowd. Simply put, Years feels like the first beer you've ever had. It's authentic. And authenticity takes Years." Years NA co-founder and Chicago-based brand builder Pat Corcoran, who is alcohol-free, sees the partnership as a natural fit: "I started Years to prove that alcohol-free living is about more, not less — more fun, more connection, more life, and zero hangovers. Years is about great beer, real connection, and celebrating a life well-lived. Partnering with John was an easy choice; his story is inspiring, and after getting to know him, I can say with confidence that he's the real deal. I couldn't be happier to be working together, and I'm excited for what we can build in the NA space alongside Pilot Project." The brand was founded by Corcoran, who partnered with Pilot Project Brewing, a rapidly growing beverage accelerator, to bring the brand to life. Corcoran, an investor in Pilot Project because of its proven ability to help founders scale beverage companies, developed the vision for Years as a bold, celebratory take on non-alcoholic beer. With Pilot Project's track record of incubating and scaling standout beverage brands, and Corcoran's vision at the helm, Years NA launches as a design-forward, culture-driven brand redefining what non-alcoholic beer can mean. "Having spent much of my career launching beer startups at Pilot Project Brewing, I've seen how much potential there is for innovation in this space," said Pilot Project co-founder Dan Abel. "With Years, we set out to make non-alcoholic beer that's every bit as bold, complex, and satisfying as the best traditional brews. From our Original Pils to the new Belgian Wit, every style is crafted to stand on its own—great beer, period. Years isn't about compromise; it's about raising the standard for taste and quality in NA brewing." The new campaign, developed in collaboration with Mulaney, reflects this perspective with humor and personality, showing that non-alcoholic beer can be about joy, connection, and culture, not just sobriety. Supported by social content, paid media, and in-store activations, the campaign brings to life the brand's philosophy: it's not the years in your life, it's the life in your years. Years is available across the Midwest, as well as on the West Coast and in Texas, with distribution rapidly expanding. For drinkers outside retail markets, the beer ships nationwide through YearsBeer.com and is available in three styles: Pilsner: Zuper Saazer hops lend their noble character; floral, gently herbal, and delicately spiced that is balanced against a clean, lean malt profile. The result is a beer that finishes dry, refreshing, and refined, with just enough hop nuance to invite another sip. Pale Ale: Cascade, Citra, and Centennial hops shine with bright grapefruit, citrus peel, and a touch of pine. Crisp, refreshing, and full of hop character, it's a throwback to the kind of beer that made people fall in love with hops in the first place, sans the alcohol. Wit (Coming Soon!): This witbier pays homage to one of Belgium's most beloved styles with a faint haze and a soft, silky body. The flavor is led by a bright burst of orange, bringing zesty citrus aromatics that carry through each sip. Beneath that fruit-forward character, a delicate touch of coriander adds a subtle spice, giving the beer its familiar depth and balance. Light carbonation keeps the palate lively, and the finish is crisp, refreshing, and endlessly drinkable. About Years Years NA was founded by Chicago-based founder and brand builder Patrick Corcoran, who partnered with Pilot Project Brewing to bring the brand to life. Corcoran, an investor in Pilot Project because of its proven ability to help founders scale beverage companies, developed the vision for Years as a bold, celebratory take on non-alcoholic beer. With Pilot Project's track record of incubating and scaling standout beverage brands, and Corcoran's vision at the helm, Years NA launches as a design-forward, culture-driven brand redefining what non-alcoholic beer can mean. With flagship styles like Original Pils and Classic Pale, and new releases such as Belgian Wit, Years is crafted with the same care, character, and flavor as the best traditional beers. Rooted in the belief that "it's not the years in your life, it's the life in your years," the brand exists for people who want to stay in the moment, celebrate fully, and bring something great to the table—whether or not they're drinking. Years is available across the Midwest, West Coast, and Texas, and ships nationwide via YearsBeer.com. About Pilot Project Pilot Project Brewing is the country's first-of-its-kind beverage incubator. Launched in August 2019, Pilot Project was created to help support talented brewers in an industry with exceptionally high barriers. Modeled after the music industry, Pilot serves to launch and scale start-up beverage companies, offering assistance with fine-tuning recipes, production scaling, business development, marketing, distribution, and more. Since its inception, Pilot Project has launched 23 beverage brands (nine of which are women-led!),  including nationally recognized brands like female-founded Luna Bay Hard Kombucha and ROVM Hard Kombucha; Black-owned Funkytown Brewery; travel-inspired Brewer's Kitchen; Indian-led Azadi Brewing; Donna's Pickle Beer; and others. Pilot maintains breweries and tasting rooms in both Chicago, IL and Milwaukee, WI. For more information, please visit www.pilotprojectbrewing.com or follow along on social media at @pilotprojectbrewing.

Alcoholic Beverages Industry to Reach USD 2.2T by 2030 as Premiumization and Policy Shifts Drive Growth

HYDERABAD, India, Oct. 2, 2025 /PRNewswire/ -- According to a new report by Mordor Intelligence, the global alcoholic beverages industry is set to grow from USD 1.83 trillion in 2025 to USD 2.2 trillion by 2030, at a CAGR of 3.57%, driven by premiumization, policy liberalization, and evolving consumption habits. A post-COVID rebound in international tourism, generating over USD 1.6 trillion in visitor receipts last year, has reignited on-premises demand in hotels, restaurants, and resorts globally. The alcoholic beverages market growth is driven by rising consumer preference for low- and no-alcohol products, growing tourism and hospitality activities, product differentiation in packaging and alcohol content, and an expanding social drinking culture. These factors are collectively shaping the market's evolution across both established and emerging regions.

Market Shifts and Emerging Narrative Premiumization remains the central narrative shaping the alcoholic beverages market. Global players are pruning low-margin portfolios to focus on upscale products, while regional distillers scale craft offerings to capture rising middle-class spending. In Asia-Pacific, where a growing middle class drives consumption of spirits, beer, wine, and craft spirits, omnichannel distribution models are widening their reach. Online sales, subscription models, and grocery tie-ins have transformed purchasing behavior, blending convenience with lifestyle-driven discovery. At the same time, sustainability is moving from a marketing add-on to a business imperative. Producers are investing in recyclable aluminum cans, eco-friendly closures, and water-positive distilleries to win environmentally conscious consumers. Innovations such as paper-based liquor bottles and smart packaging demonstrate how differentiation increasingly relies on both form and function. Industry Landscape Breakdown Tourism plays a powerful multiplier effect across the alcoholic beverages market. As destinations emphasize culinary and cultural experiences, demand for premium local labels has surged. Souvenir purchases, duty-free corridors, and collaborations with airlines and hotels are embedding regional identity into global consumption. The rise of low- and non-alcoholic beverages highlights another structural shift. With the World Health Organization linking alcohol to millions of preventable deaths annually, public health concerns are driving consumer and regulatory momentum. From Ireland's mandatory cancer warning labels to the U.S. Surgeon General's warnings on cancer risks, stricter frameworks are reshaping product innovation. Leading companies like Constellation Brands and Diageo are investing heavily in non-alcoholic and low-ABV portfolios to tap into a broader base without cannibalizing traditional sales. Digital influence is equally transformative. Platforms such as Douyin in China are reshaping drinking culture by merging lifestyle content with mixology trends, making alcoholic beverages more accessible to younger consumers. In the Middle East, policy changes in Saudi Arabia to permit licensed outlets reflect a dramatic departure from prohibition-era restrictions, creating new market frontiers in the Gulf. Regional Insights and Growth Hotspots The Middle East and Africa stand out as the most dynamic growth hotspots. Saudi Arabia's upcoming licensing framework is expected to approve 600 outlets by 2026, unlocking unprecedented opportunities for international producers and local joint ventures. The United Arab Emirates continues to serve as a re-export hub, funneling premium spirits across the GCC, while South African wineries leverage duty-free trade to offset domestic challenges. North America and Europe maintain maturity but remain lucrative markets. Premiumization trends, craft provenance, and functional low-ABV variants drive incremental growth. Europe's tightening regulations, from health warnings to sustainability mandates, are pushing producers to balance compliance with innovation. Meanwhile, South America reflects mixed signals premium spirits market in Brazil holds steady, but inflationary headwinds in Argentina and Colombia challenge discretionary spending. Companies Defining the Competitive Edge The competitive landscape is defined by a blend of consolidation and innovation. Diageo's acquisition of Ritual Zero Proof in 2024 underscored a growing focus on non-alcoholic spirits, while Anheuser-Busch InBev and Heineken continue to scale omnichannel distribution and functional product innovations. Constellation Brands' stake in non-alcoholic start-up Hiyo signals how incumbents are proactively diversifying to align with consumer health trends. Tech adoption is another driver. AccelPay's 2025 acquisition of Cask & Barrel Club reflects how digital platforms are transforming alcohol commerce. From subscription clubs to direct-to-consumer channels, technology is helping smaller producers bypass traditional distribution bottlenecks. Packaging innovation also sets leaders apart. Diageo's paper-based Bailey's prototype and smart NFC-enabled closures illustrate how brands blend sustainability, authenticity, and customer engagement in a single bottle. To read more about the trends driving the alcoholic beverages market growth, visit: https://www.mordorintelligence.com/industry-reports/alcoholic-beverages-market?utm_source=prnewswire Alcoholic Beverages Industry Segmentation By Product Type Beer Ale Beer Lager Non/Low-Alcohol Beer Other Beer Types Wine Fortified Wine Still Wine Sparkling Wine Other Wine Types Spirits Brandy and Cognac Liqueur Rum Tequilla and Mezcel Whiskies White Spirits Other Spirit Types By End User Male Female By Packaging Type Bottles Cans Others By Distribution Channel On-Trade Off-Trade Specialty/Liquor Stores Others Off-Trade Channels Related Reports Ready To Drink Beverages Market - The Ready-To-Drink (RTD) Beverages Market is segmented by Product Type (Tea, Coffee, Energy Drinks, and more), Ingredient (Conventional, Natural, and Organic), Packaging (PET/Glass Bottles, Tetra Packs, Cans, and other types), Distribution Channel (On-Trade and Off-Trade), and Geography (North America, Europe, Asia-Pacific). The market, valued at USD 380 billion in 2025, is projected to reach USD 482 billion by 2030, growing at a steady CAGR of 4.8%, with forecasts provided in terms of value (USD). https://www.mordorintelligence.com/industry-reports/ready-to-drinks-beverages-market?utm_source=prnewswire  Alcohol Packaging Market  - The Global Alcoholic Drinks Packaging Market is segmented by Material (Plastic, Paper, Metal, and Glass), Package Type (Bottles, Metal Cans, Cartons, and Pouches), Product (Beer, Spirits, Wine, and Other Products), and Geography (North America, Asia-Pacific, Europe, the Middle East & Africa, and South America). The market is projected to grow steadily, registering a CAGR of 5.1% during the forecast period, with sizes and forecasts provided in terms of value (USD million) across all segments. Beverage Packaging Market  - The Beverage Packaging Market is segmented by Material Type (Plastic, Metal, Glass, and Paperboard), Product Type (Bottles, Cans, Pouches, Cartons, and Beer Kegs), Packaging Format (Aseptic, Hot-Fill, Cold-Fill/Carbonated and Retort able), Beverage Type (Carbonated Drinks, Alcoholic Beverages, Bottled Water and Milk), and Geography. The market, valued at USD 163 billion in 2025, is projected to reach USD 200 billion by 2030, expanding at a CAGR of 4.1%, with forecasts provided in terms of value (USD). https://www.mordorintelligence.com/industry-reports/beverage-packaging-market?utm_source=prnewswire  Carbonated Soft Drinks Market  - The Carbonated Soft Drinks Market is segmented by Soft Drink Type (Diet Cola, Fruit-Flavored Carbonates, Standard Cola, Other Types), Packaging Type (Disposable Cups, Glass Bottles, Metal Cans, PET Bottles), Distribution Channel (Off-trade, On-trade), and Region (Africa, Asia-Pacific, Europe, Middle East, North America, South America). The market, valued at USD 358 billion in 2025, is projected to reach USD 453 billion by 2030, expanding at a CAGR of 4.8% during the forecast period. About Mordor Intelligence:  Mordor Intelligence is a trusted partner for businesses seeking comprehensive and actionable market intelligence. Our global reach, expert team, and tailored solutions empower organizations and individuals to make informed decisions, navigate complex markets, and achieve their strategic goals. With a team of over 550 domain experts and on-ground specialists spanning 150+ countries, Mordor Intelligence possesses a unique understanding of the global business landscape. This expertise translates into comprehensive syndicated and custom research reports covering a wide spectrum of industries, including aerospace & defense, agriculture, animal nutrition and wellness, automation, automotive, chemicals & materials, consumer goods & services, electronics, energy & power, financial services, food & beverages, healthcare, hospitality & tourism, information & communications technology, investment opportunities, and logistics.

Ohio Craft Brewers Call for Reasonable Regulation of Hemp-Derived THC Beverages

COLUMBUS, Ohio — The Ohio Craft Brewers Association, representing the state’s more than 400 small and independent breweries, supports the continued ability of our member breweries to produce and sell Ohio Department of Agriculture compliant, low-dose, intoxicating hemp beverages. This innovative category offers a vital new revenue stream for our small businesses, meets evolving consumer demands and reinforces Ohio's position as a leader in craft beverage production.

Governor DeWine’s public health emergency declaration and ban of the sale of intoxicating hemp products, while well-intentioned, ignores the diligence and rigorousness of the manufacturing practices Ohio craft breweries follow to ensure the safety of all of their products. The Ohio Craft Brewers Association calls for the General Assembly to put forth reasonable regulation of these products, with input from responsible manufacturers and sellers of intoxicating hemp beverages, rather than enacting a total ban.

"Ohio's craft breweries have always been pioneers, exercising their creativity and innovating to meet the ever-evolving tastes of our consumers," said Mary MacDonald, executive director of the Ohio Craft Brewers Association. "The production and sale of intoxicating hemp beverages are a natural evolution for our industry. They allow local breweries to leverage their existing manufacturing expertise, safety protocols, equipment and distribution networks to tap into the fast-growing markets for alcohol alternatives."

The safe, responsible production of low-dose intoxicating hemp beverages by Ohio craft breweries is a response to clear market demand: 

• Consumer Preference Shift: A growing number of consumers, particularly younger adults of legal drinking age, are seeking out mindful, low-calorie and non-alcoholic options for social occasions. Intoxicating hemp beverages manufactured by breweries provide a safe and appealing beverage selection.
• Economic Opportunity for Local Businesses: Ohio's craft brewing industry currently contributes over $1.29 billion to the state's economy and supports thousands of jobs. Diversifying product lines and offering intoxicating hemp beverages provides a crucial new source of revenue, helping brewery taprooms weather economic fluctuations, and continue to invest in their communities.
• A Natural Fit for Craft Production: Craft breweries possess the necessary infrastructure—from quality control and production to established distribution channels—to responsibly manufacture and deliver a safe, consistent, high-quality beverage product.
• Responsible Beverage Service: Craft brewery taprooms already follow the procedures required for serving alcoholic beverages. All staff are properly trained to verify that patrons consuming these products are of legal age, and they observe responsible service practices to ensure the safety and well-being of all guests.

"Brands including Urban Artifact’s Coastalo, Fifty West Brewing Company’s Sunflower Seltzer and Seventh Son Brewing Co.’s Green Buddy are already proving the commercial viability of this segment," added MacDonald. "These products are crafted with the same commitment to quality and transparency that define Ohio craft beer. We are confident in our members’ ability to responsibly manage the manufacture and sale of this product category within all current and future regulatory framework."

The Ohio Craft Brewers Association urges policymakers to recognize this industry pivot as an opportunity to support local, job-creating manufacturers and to establish clear, robust regulations that ensure product safety, quality control and restricted access to adults aged 21 and over.

Founded in 2007, the Ohio Craft Brewers Association is a nonprofit guild that exists to promote, preserve, diversify and unify Ohio’s craft brewing industry. We aspire to be recognized as the industry leader at both state and national levels for preserving the art of making high-quality, unique craft beer; to serve as the unified voice for craft brewers across the state; to advocate on behalf of the Ohio craft beer industry; to contribute to systemic, local community development by driving economic and job growth, while creating experiences that bring people together; to promote safe, responsible enjoyment of Ohio craft beer; and to serve as a beacon for local production and manufacturing through craft beer, resulting in diverse choices for consumers. 

Rod J BeerVentures Beer Tasting At River Roots Festival

A reminder for the upcoming River Roots event taking place this year from 10/8 through 10/12, that I will be leading one of the guided beer tastings on Sunday, 10/12, from 2pm to 3pm. If thinking of attending and wnat to come by and have some fun, tasting some great beer and hearing me discuss how I use social media in providing beer insights, c'mon by. 🍻

Tickets can be found online here: https://www.americasriverroots.com/brewmaster.

#RiverRoots #Cincinnati #beer #craftbeer #beertasting

Krispy King Lager Competition Returns To Barrels & Bottles Brewery During 2025 Great American Beer Festival

Krispy King Lager Competition in 2024

GOLDEN, CO— One of the, if not the, most sought-after lager competitions is back for the fourth year at Barrels & Bottles Brewery. The Krispy King Lager Competition is slated for October 8, the Wednesday before the 2025 Great American Beer Festival® (GABF) begins, from 2 to 8pm at 1055 Orchard Street.

This year’s Krispy King Lager Competition is bigger and better than ever before, with 45 breweries from across the country serving their best expressions of crispy, light-hued, quaffable lager. Returning judges Ashleigh Carter & Bill Eye from Bierstadt Lagerhaus will determine the best five beers, and declare the 2025 Krispy King (or Queen). Winners will be announced at 6pm.

The breweries pouring this year include Barrels & Bottles Brewery, Beachwood Brewing, Benchtop Brewing Company, Black Tooth Brewing Company, Bow & Arrow Brewing Co., Breakside Brewery, By All Means Brewing, Call to Arms Brewing Company, Cannonball Creek Brewing, Casey Brewing & Blending, Chuckanut Brewery, Cloudburst Brewing, Danico Brewing Company, Downhill Brewing, Dry Dock Brewing, Elevation Beer Company, Enegren Brewing, Firestone Walker Brewing Company, Formula Brewing, Fritz Family Brewers, Glenwood Canyon Brewing Company, Heater AllenBrewing Gold Dot Beer, Helper Beer, Hideaway Park Brewery, Jack's Abby Craft Lager, Joyride Brewing Company, Kansas City Bier Company, Launch Pad Brewery, Live Oak Brewing Company, Los Dos Potrillos Cevercería, New Terrain Brewing Co., Odell Brewing Five Points Brewhouse, pFriem Family Brewers, Russian River Brewing Company, Seedstock Brewery, Storm Peak Brewing, Strange Craft Beer Company, The Austin Beer Garden Brewing Co., The Empourium Brewing Company, Varietal Beer Co., Wayfinder Beer, Westbound & Down Brewing Company, Wibby Brewing, Wren House Brewing Company, and Zwei Brewing Co.

For the first time in 2025, Barrels & Bottles will feature a special lager made with ingredients from Krispy King’s generous sponsors: Briess Malt & Ingredients Co., Propagate Labs, and Hopsteiner. The beer will be available exclusively in the event’s VIP area. 

This regal GABF pre-game will also feature large format games; the Trinity Cigar Mobile Lounge; a make your own trucker hat setup with TATtered-N-Torn; lager donuts from Kneadful Rings; and oysters shucked on-site and lobster rolls from Shuck Brothers. The stage will feature live music from MC Andy Eppler from 2 to 3:30pm; the Jockey Box Band from 3:30 to 5pm; and Matt Wetherbee & the GnarBillys from 5:30 to 7:30pm.

Additionally, the Barrels & Bottles Brewery kitchen will be open with food specials, and there will also be wine and cocktails on tap.

Two small buses will be looping from the Denver Convention Center to Barrels & Bottles Brewery during this event. Guests are encouraged to travel safely via RTD Train Rail Station, Uber or Lyft, or designated drivers. 

The Krispy King Lager Competition is open to the public and free to attend. 

Media inquiring about Krispy King can contact Emily Hutto at hutto@radcraftbeer.com.

ABOUT BARRELS & BOTTLES BREWERY

Barrels & Bottles Brewery was formed in Abby and Zach George’s mind many years before they opened their first location in 2013. They met overseas and both found a passion for great people, food and drinks. Nowadays you can find them at their Camp George West location, either pouring you a beer, serving you food and or enjoying a pint with friends and neighbors. Learn more at barrelsbottles.com.

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