Sierra Nevada Hops in on Non-Alc Craft With Imminent Play, Trail Pass

Dear Client: Non-alcoholic beer is here, and retailers have taken note. Sure, despite best-in-industry growth trends, the segment is still quite small: non-alc beer has less than one dollar share of the category in the most recent Circana YTD scans. But on a recent trip to Walmart, your editor saw a block of NA beer that was 11-facings strong, and some brands even had more than one SKU. Apparently the retailer believes its consumers will shell out a premium for