More Functional Brews Coming Near You

Dear Client: Sure, the larger brewers have been jumping on the "active lifestyle" beer train the last few years, from the evolution of Mich Ultra's marketing, to Boston Beer's 2019 innovations, Heineken's zero ethanol beer, to practically every new FMB on the market. But they're doubtlessly studying insights from nimble startups that've struck success in this segment, like California's fast-growing Sufferfest. Caitlin Landesberg launched this gluten-removed, beer-for-athletes brand back in 2016. Her first brands were a pilsner and IPA. All