Beer Marketer's Insights - ALC-ALTERNATIVES: Hedlum NA Beer Slaloms into US Ski & Snowboard Assn; Tests 16-Oz Cans; Builds Out DSD Network Along East Coast

Recent non-alc beer entrant Hedlum has inked its first marketing deal as it broadens its style range and expands its DSD network from its launch base on Long Island. And in unusual move in nascent segment, it's looking to augment its conventional 12-oz cans with 16-oz packs to serve on-premise occasions and, eventually, c-stores too. Hedlum now is exclusive NA beer of US Ski & Snowboard Assn, which cofounder Tim Dwyer figures will get 50K full-can samples into consumers hands at Stifel Killington Cup in Killington, Vt, late this month, followed by event in Colo later this year and likely 5 events in 2024. Alliance kicked off a week ago at assn's NY gala. It takes place alongside alc beer sponsor Pacifico. (Cold-brew coffee brand Rise Brewing also is involved.) Its mascot Heddie - essentially a two-footed hand that makes gestures in varying degrees of taste, usually bad - is likely to show up at the events "in a memorable way," Tim promised, without proffering further details for now.Recall that Conn-based brand operated by ex-Vita Coco and Flow Bev exec Dwyer launched with two sku's, Juicy Boom and Wild Haze IPAs, brewed at nearby Two Roads, via Bud house Clare Rose on Long Island (BBI, Jul 19). Now it's about to add Down Easy lager to portfolio in time for Dry January, with another style likely later in 2024. And it's testing those 16-oz cans in some NY on-premise locations, seeing that as unmet niche among NA beers. (Tho Dwyer has spent his entire career on NA side, he feels his earlier Red Bull experience stands him well in educating on-premise staff.) Multipacks including variety packs will arrive at some point too. Since Hedlum is prioritizing best liquid to overcome skepticism of newcomers to NA beer category, the lager is being sourced from Calgary, Canada, because that's where Dwyer found the best version. Supply chain efficiency will have to come later, he said.Hedlum has steadily expanded its DSD network, so far all Bud houses, to include Union Beer in NYC along with Dana further up Hudson River, Dichello in Conn, Katcef Bros in Annapolis, Md, and Capital Eagle in DC. Dwyer said those initial partners have been working brand diligently, with Dichello quickly seeding it in 300 accts in Athletic Beer's backyard. At Union, which also musters extensive craft list, Hedlum is in same portfolio as Athletic and Best Day as wholesaler helps establish category in city. Tim's busy seeking partners in NJ, Philly, New England and Florida.With 85% of segment's volume moving thru grocery at this stage, Hedlum has prioritized regional grocers like Shop Rite, King Kullen and Uncle Giuseppe's, and discussions are under way with Whole Foods. Brand has been authorized in Total Wine & More, too.

ALC-ALTERNATIVES: Hedlum NA Beer Slaloms into US Ski & Snowboard Assn; Tests 16-Oz Cans; Builds Out DSD Network Along East Coast

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