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Best Day, 2d-largest indie non-alc brewer in US, is entering a new phase and pulling new levers as it continues to build distribution across the country, founder Tate Huffard and CEO Jane Hockman shared this week. After reaching ~50K bbls in 2025, sales remain solidly up in 2026 amid a flood of newer competition from big brewers and well-funded, celeb-backed NA brands alike. And Best Day's set to get another boost as the brand's "entering the national chain channel in a bigger way with 2026 spring resets," as they told our sibling letter Craft Brew News. Wild American Pils and the Year of the Variety Pk: 'Classic' Lager and IPA Variety Multipacks This yr marks the launch of Wild American Classic American Pilsner that's "farmed here" and "brewed here," clockin' in at just 33 calories per 12-oz can with all ingredients sourced from US. Co's been workin' on this beer "for the better part of 4 years," said Tate, talking up the challenges of making a quality pilsner with "nowhere to hide." This has "always been our mountain top" and "Wild American is a real salute to that," and also "lines up pretty well with some big celebrations this summer," he noted.Co's also launching two variety pks for first time: an IPA variety pk featuring Galaxy Ripple Imperial IPA, West Coast IPA and Hazy IPA and a "classic" lager variety pk with Kolsch, Electro-Lime Mexican-Style lager and new Wild American Pils. A 15-unit variety pk is launching exclusively thru Costco this yr sporting each of its 5 core brands. So Best Day's set up for a bigger volume push heading into the summer selling season as new placements are "loading in right now," said Jane.Chain Wins: Big Growth in Whole Foods, Trader Joe's, Kroger; Marriott, Alaska Airlines and Thrive Market Partnerships There's big support from Whole Foods in particular behind new Wild American Pils, Tate and Jane noted. Best Day "entered the year as the fastest-growing dollar sales growth brand" with sales $1 mil/yr or better in Whole Foods, "more than tripling our business" there. Co also "doubled" its sales in Trader Joe's and Kroger, and this yr gained "meaningful placements" in chains like HEB, Albertsons, Target, Walmart and Costco, Jane rattled off. Co inked 3 notable new partnerships this mo with Marriott, Alaska Airlines (int'l flights) and Thrive Market. And Best Day's "targeting meaningful growth" in on-prem channels this year. Best Day still has a ton of distribution upside, in its view, lookin' at ACV of the total non-alc beer category at nearly 50% vs Best Day still "less than 5%." Best Day was built to be a brand that can travel, he stressed.NYC Showcase Thru Backbone Media Best Day was recently featured at a pop-up event in NYC as part of Backbone Media's showcase of different consumer goods brands it represents across various industries. Co just started working with Backbone in Mar and fit in nicely as the only beverage alongside Yeti, Patagonia, Ooni Pizza, Smartwool, Icebreaker, Matador and Thule among other clients (like the Brewers Assn). It was "a natural ecosystem" for Best Day, Tate thought, and a fun way to further establish its presence in NY, a market that is "inherently validating" to see sales build. But Best Day's still in its "infancy" in what it can accomplish there, Tate thought.Influx of Competition Seen as Validation While celebs like George Clooney and Tom Holland and large brewers with big budgets and portfolios can bring further spotlights to category, Best Day's single-minded focus on non-alc beer sales remains an asset as competition ramps up, Tate figures. Co benefitted from securing really strong distribution across the country early in its lifespan, going out to "major markets" from west to east coasts, while hiring a team of seasoned vets to build the brand sustainably with "smart" and "intentional growth," Jane added. Best Day's "moved through the ranks accordingly" and "strengthened" data, production capabilities (thru Asahi USA and Uinta) and distribution as result. As others invest big in this space, that continues to "validate our strategy and position in the category as a leader," Jane underscored. Most of NA beer's growth is sourced from non-alc bevs like water, soft drinks, iced tea and sparkling bevs, as ~90% of NA beer drinkers still drink alcohol, Tate added. This is about a "tectonic shift in consumer behavior."

STRATEGY: Best Day NA Brewer Pulling Bigger Levers in 2026: Variety Pks, Wild American Pils, Chain Wins, Distribution Upside

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