Dive Brief:
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- Tilray Brands introduced Runner’s High Brewing Company, a new nonalcoholic beer brand targeting active consumers seeking a healthier beer alternative. The brand will first launch in Atlanta, with plans for further market expansion later in the year.
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- The beer will be available in three flavors: Golden Wheat with citrus notes, Raspberry Wheat with a raspberry jam taste, and Dark Chocolate reminiscent of moist chocolate cake. Each can contains 60 to 90 calories.
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- Runner’s High marks Tilray’s expansion beyond its cannabis origins. Last year, Tilray acquired eight beer and alcohol brands from Anheuser-Busch.
Dive Insight:
Cannabis companies are exploring new revenue streams due to federal restrictions on selling their products across state lines. Nonalcoholic beer presents a growth opportunity in a market where traditional avenues are restricted.
Runner’s High targets runners as the primary consumers, aiming to be the preferred drink for fitness enthusiasts. The brand intends to celebrate the social running community’s lifestyle.
Tilray positions Runner’s High as a healthier alternative to alcohol, catering to consumers concerned about the negative effects of traditional alcoholic beverages.
The nonalcoholic beer category is gaining traction as consumers seek healthier options. Athletic Brewing reported a 35% growth in the category in 2023, with a 19% market share. The company recently expanded its manufacturing facilities to meet demand.
Runner’s High allows Tilray to establish a presence in the beverage industry through its own brand acquisitions. The company acquired several beer brands from Anheuser-Busch and Montauk Brewing in recent years.
Major alcohol companies are also entering the nonalcoholic beer market. Boston Beer introduced General Admission, a blend of beer and hard seltzer flavors, in select locations earlier this year.