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Brooklyn Brewery's Special Effects IPA - Product Launch

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Brooklyn Brewery's Special Effects IPA 

Brooklyn Brewery plans an international launch for Special Effects IPA next year

Brooklyn Brewery plans an international launch for Special Effects IPA next year

Category - Lager, non-alcoholic, 0.5% abv

Location - The US

Available - From January 

Price - SRP of US$12.99 per six-pack of 12oz (34.1cl) cans

US brewer Brooklyn Brewery has expanded its non-alcoholic line with the launch of Special Effects IPA.

The release is the second iteration in the Special Effects range, which, according to the company, has become the brewer's fifth-largest global brand since its 2019 launch. The IPA will be available in around 30 US states from January ahead of an international roll-out later in the year.

The expression is described as a "classic West Coast IPA" and contains fewer than 100 calories.

"When we first developed [debut Special Effects beer] Hoppy Amber, we were determined to show the consumer that non-alcoholic beer doesn't have to be about taking something away, but rather that it adds to the experience," said Brooklyn Brewery CEO Eric Ottaway. "In sticking with our belief that non-alcoholic beverages are for everyone, and given that IPAs are by far the most dominant category in the craft beer industry, it made natural sense to focus our attention on craft's most popular style as we are expanding the Special Effects family."

Citing data from research firm IRI, Brooklyn Brewery said that in the 12 months to 1 November, non-alcoholic beer sales in the US were up 38%.

In June, Carlsberg acquired the rights to the Brooklyn brand in its markets for an undisclosed sum.

How to adapt your beer sales to the 'new normal' - click here for a just-drinks comment


Expert Analysis

United States of America Beer and Cider Market Insights 2020 - Key Insights and Drivers behind the Beer and Cider Market Performance

United States of America Beer and Cider Market Insights 2020 - Key Insights and Drivers behind the Beer and Cider Market Performance

Alcohol consumption per capita in the US continued to decline in 2019 as consumers focus on their health and are opting for more nonalcoholic beverages. Non-alcoholic beer was the only alcohol-strengt...

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