Sam Adams Enters the Non-Alc Race with Just the Haze

Dear Client:  After two years of research and development, Sam Adams says it will launch a non-alcoholic hazy IPA in February 2021, dubbed Just the Haze.  Just the Haze "packs an upfront citrus aroma with hints of grapefruit, tangerine and lime, complemented by tropical and stone fruit notes like pineapple, guava, melon and peach," per announcement. The company says it is "visually almost identical" to its New England IPA, featuring "consistent IPA foam character, deep head retention, a golden color,