Lagunitas – the Californian brewery founded in 1993 and acquired by Heineken in 2017 – says IPNA will appeal to a diverse set of consumers from craft beer afficionados to athletes.
IPNA marks Lagunitas’ next move in the non-alcoholic category after the launch of hop-infused sparkling water Hoppy Refresher last year.
‘The pleasure is in the hops’
IPNA is brewed with a wide variety of hops including Mosaic, Citra, Columbus, and uses Alberta barley and English crystal malt. It took Lagunitas around a year to develop a non-alcoholic IPA it was happy with: using its Petaluma, California TapToom as the testing ground with consumers.
While IPNA’s appearance is almost identical to Lagunitas’ flagship IPA, it is lighter to drink, Max Wertheimer of Lagunitas told BeverageDaily.
“IPNA has many of the familiar notes you’ll find in our other IPAs. It’s citrusy, piney and dank. The body is lighter, but there’s still enough bitterness and backbone to let you know you’re drinking a craft beer. Our head Brewmaster likes to say that IPNA is all pleasure, no guilt. And the pleasure in IPNA isn’t the alcohol, it’s the hops.”
Lagunitas’ flagship IPA has a 6.2% ABV and comes in at 190 calories. The equivalent serve of an IPNA has less than 100 calories and is under 0.5% ABV.
Lagunitas is keeping its brewing methods under wraps: but Wertheimer says that “brewing a non-alcoholic beer, especially an N/A that tastes good is no easy feat.
“We could not be prouder of the entire brewing team here who created IPNA. We can’t reveal too much but we use a combination of different methods to brew a non-alcoholic beer; but what we can tell you is we did not use dealcoholization.”
Craft non-alcoholic growth up 230% this year
“Non-alcoholic beer has never been more popular in the US than it is right now," says Lagunitas. "Consumer interest in non/low alcohol options continues to rise, up more than 80% in the past 2 years.
“Moderation isn’t just a fad, it’s a trend, and Lagunitas is proud to be launching IPNA. It appeals to a diverse set of consumers, from craft beer lovers, to wellness seekers, to athletes, and everyone in between.”
Lagunitas entered the non-alcoholic beverage space with Hoppy Refresher last year (a hop-infused sparkling water that has zero alcohol, zero carbs, and zero calories).
Hoppy Refresher is now the #1 craft non-alcoholic product on the market, and Lagunitas says it’s now ready to ‘write the next chapter’ with IPNA.
Putting the next two years into focus, Wertheimer says there’s a ‘huge opportunity’ in the non-alcoholic beer space.Combining the popularity of IPAs with the trend for non-alcoholic beers was a logical move for Lagunitas.
“N/A beers are certainly having a moment, and IPAs account for over 5.5% of the overall beer category.
"Over 45% of American adults have now purchased a non-alcoholic beer; and over 30% of adults over 21 in the US do not drink alcohol at all; and craft non-alcoholic growth is up 230% just this year.
“The opportunity for Lagunitas is to create a craft beer that just happens to be non-alcoholic... no longer a negative obligation, but a positive choice. Alcohol moderation isn’t just a fad, it’s part of a lifestyle.”
IPNA starts rolling out across the US this week in 6-pack bottles, and costs about the same as Lagunitas’ flagship IPA.