All the hang, none of the hangover: Indiana Beverage expands nonalcoholic options

Indiana Beverage knows how to work hard and play hard — but what if you could still enjoy a Saturday night out without catching a case of the Sunday scaries? As nonalcoholic beverages continue to rise in popularity, Indiana Beverage is helping lead the shift by bringing a growing lineup of options to the Region.

The company now features a variety of nonalcoholic brands, including Athletic, Recess, and Crazy Mountain — each offering a different approach to the evolving category.

Athletic Brewing Company is America’s largest dedicated nonalcoholic brewer, and its rapid growth reflects a broader shift in consumer habits — one Indiana Beverage is seeing firsthand.

“People are trying to feel better, eat better, and drink better. It makes a difference so much faster than people realize,” said Chris Furnari, senior communications manager at Athletic Brewing Company.

Athletic uses a proprietary brewing process that allows its beer to fully ferment while remaining under 0.5% ABV, delivering the full flavor of traditional beer.

“It is a traditional brewing process. We’re using traditional brewing ingredients to deliver a product that’s less than a half percent ABV and still has that full flavor,” Furnari said. “We can develop a whole range of styles — IPAs, golden ales, sours, dark beers, radlers — we do all sorts of stuff.”

That quality has translated into significant growth. Athletic is now the No. 1 nonalcoholic (NA) beer brand in America, holding nearly 20% market share. Since launching in 2018 — when NA beer accounted for just 0.3% of total beer sales — the category has grown to more than 2% nationally, with even higher penetration in some major retailers. As a category, nonalcoholic beer has expanded rapidly in recent years, reflecting shifting consumer preferences.

One of those shifts is growing demand for “better-for-you” options. Indiana Beverage expanded into the functional beverage space earlier this year with the addition of select Recess products, including their Mood and Zero Proof lines.

Leah Nickel, key account manager at Indiana Beverage, believes the brand’s evolution has made it a strong fit for the company’s portfolio.

Recess beverages are infused with magnesium and adaptogens — natural ingredients designed to promote relaxation and support brain function — placing them within the fast-growing functional beverage category.

“One of the cool things about Recess is that it offers more than just refreshment,” Nickel said. “It’s designed to help you feel calm, cool, and collected.”

With low sugar, natural flavors, and a variety of options — from strawberry rose and raspberry lemon to tropical bliss and lime citrus — the brand appeals to consumers looking for balance without sacrificing experience. The Zero Proof line leans into mocktail-style flavors like paloma, ginger mule, and lime margarita, offering a familiar taste in a nonalcoholic format.

Some varieties even contain a small amount of natural caffeine.

“It’s really low in caffeine, but it still gives you a little bit of a boost,” Nickel said. “It works well in social environments where you want that energy without alcohol.”

Nickel also pointed to the rise of “zebra striping,” a trend Indiana Beverage is seeing more frequently across events and social settings. Many people will alternate between non-alcoholic and alcoholic drinks.

“It allows people to pace themselves while still feeling part of the experience,” she said. “Especially at long events like the Indy 500 or multi-day festivals — you don’t necessarily want to be drinking alcohol the entire time. It lets you make it more of a marathon, not a sprint.”

More recently, Indiana Beverage added Crazy Mountain, a nonalcoholic beer brand co-founded by George Clooney, Rande Gerber, and Mike Meldman. Launched in March, the brand brings an approachable, easy-drinking option to the portfolio.

“We felt like there was an opportunity for a lighter, more approachable lager-style NA beer,” said Kevin Clay, regional distributor manager. “A majority of beer sales are still traditional light lagers, and we wanted to create something that fits that space.”

Available in original and lime, crazy mountain is designed to provide a familiar, domestic-style alternative.

“We want to be something people choose not just because it’s nonalcoholic, but because they actually enjoy the product,” Clay said. “We’re aiming to be more of a lifestyle brand — something people reach for because they like it, not just because it’s an alternative.”

Consumer preferences are continuing to shift toward nonalcoholic and better-for-you options, with many people looking to cut back without cutting out entirely.

“About 10 or 15 years ago, you really only had a handful of choices,” Clay said. “The evolution of the way these products are made now is just so much better. The technology has improved to the point where we’re producing products that are incredibly close to traditional beer. Consumers don’t feel like they’re missing out — they still get that flavor profile and still feel like part of the group.”

The nonalcoholic beverage industry has grown significantly in recent years. Once limited and often associated with necessity, NA options are now widely embraced by consumers who want to moderate their alcohol intake while maintaining the social experience.

Crazy Mountain is an actual place, which helped inspire the brand’s identity and message.

“When somebody is trying to find their ‘Crazy Mountain,’ it’s whatever they’re working toward in life — whether it’s personal or professional,” Clay said. “Is it climbing that biggest mountain? Is it catching that biggest wave? What does that mean to you?”

“We want to be connected to that end goal,” he said. “Nonalcoholic options give people the opportunity to stay sharp — physically and mentally — while still being part of the moment. We’re creating that crossover between achieving your goals and being able to enjoy a beverage along the way.”

For Indiana Beverage, that evolution is about more than just expanding a portfolio — it’s about meeting consumers where they are and where they’re going.To learn more about Indiana Beverage and its nonalcoholic offerings, visit indianabev.com.