• Category – Non-alcoholic malt beverage
  • Available – Since last week
  • Location – The US
  • Price – TBC

Flying Dog Brewery has launched its first non-alcoholic beverage.

Deepfake Non-Alcoholic IPA, described by Flying Dog as an “IPA-imposter”, was released on 2 July in 6x12oz (35.5cl) cans. The name comes from the recent trend for deepfake videos that use computer imagery and dubbing to look as if well-known people are saying things they did not say.

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Deepfake Non-Alcoholic IPA is the newest addition to Flying Dog’s year-round line-up. Other beers in the permanent portfolio include Vicious Hook, Double Dog and The Truth. As with all Flying Dog releases, packaging for the new Deepfake features illustrations from Ralph Steadman, who did the artwork for Hunter S Thompson’s publications.

“Choosing a non-alcoholic beer shouldn’t mean suffering through a tasteless, watery imposter,” said Flying Dog’s VP of marketing, James Maravetz. “Deepfake gives you the satisfaction of drinking a real beer, without the added calories and alcohol. It would fool anyone.”

Maryland-based Flying Dog is the 35th largest craft brewer in the US in volume terms, according to the Brewers Association. The company was founded in Colorado and moved to Maryland in 2008.

US craft brewers are increasingly moving into no- & low-alcohol: In April, The Boston Beer Co unveiled the 0.5%-abv Dogfish Head Lemon Quest.

Why craft beer is exploring the value market – very carefully – Click here for a just-drinks comment