Jeff Stevens, owner of Wellbeing Brewing Company in St. Louis, Missouri, shares his transition from beer marketing to launching a non-alcoholic craft beer company to fill a market gap. He details overcoming challenges in market education, Wellbeing Brewing's collaborative production approach, and the role of the wellness movement in boosting non-alcoholic beer popularity. The summary touches on marketing tactics, future ambitions, and the company's contribution to healthier community lifestyles.
Key Takeaways:
- Jeff Stevens founded Wellbeing Brewing after recognizing a lack of good-tasting non-alcoholic beer options for those in recovery or who don't drink alcohol.
- Introducing a craft non-alcoholic beer was initially challenging due to skepticism, but partnerships with retailers like Total Wine helped validate the category.
- Wellbeing Brewing uses a specialized German machine and collaborates with local breweries to craft unique non-alcoholic beers.
- The growing wellness movement and trends like Dry January have expanded the market for non-alcoholic drinks.
- Future goals include increasing production capacity, reopening the online store, and potentially opening a taproom to further promote the brand.