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.
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