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Brooklyn Brewery set to launch a non-alcoholic beer variety pack

11 November 2021 By Jessica Mason

Brooklyn Brewery has announced the launch of its Special Effects variety pack to appeal to beer fans who are looking for non-alcoholic brews.

The variety pack includes three cans each of popular non-alcoholic beers: Hoppy Amber and IPA, alongside newcomers and pack exclusives Special Effects Pils and Special Effects Hazy IPA.

Brooklyn Brewery’s brewmaster Garrett Oliver said: “With Pilsner and Hazy IPA we hope to continue in our efforts to expand the style offerings available to consumers of non-alcoholic beer. The options in this category have been so limited for so long and we hope to add more styles to the lineup as we continue to sharpen our production process and develop new methods for non-alcoholic brewing.”

Samantha Itzkovitz, vice president of marketing at Brooklyn Brewery added: “We’ve seen this culture of trial and experimentation around all beverage consumers but especially those who are interested in the low/no alcohol space. Our previous Special Effects releases, Hoppy Amber and IPA have out-performed our expectations, and year-to-date the brand family constitutes over 10% of our total sales for the brewery.

According to Itzkovitz, the variety pack allows the brewery to showcase its growing non-alcoholic lineup while it “feeds the customer’s desire to sample and figure out what they like in their own time”.

The packs will be available in select markets throughout the autumn before rolling out more widely across the US from in January 2022 and will also be available to buy directly through the Brooklyn Brewery website as well as the brewer’s distribution partnership with Whole Foods.

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