In recent years, there’s a good chance you’ve read, heard, or watched news about the incredible rise of non-alcoholic brands. A company like Athletic Brewing—one of the fastest-growing breweries in the country—or non-alc wine appearing in the latest TV revival of Sex and the City. There are examples galore, but the truth is that even as these sub-segments of non-alcoholic options grow rapidly, they remain a literal fraction of today’s alcohol market. And the opposite, high-end ABV side of things is also showing lots of strength.
In this episode, we talk with Colleen Quinn, CEO at America's first brewery to exclusively focus on beer and seltzer at 8% ABV and up, Greater Good Imperial Brewing Company. Based on a recent analysis for Good Beer Hunting’s Sightlines+ subscriber news section, we found that somewhere between 8-10% of craft beer sold in retail carries an ABV around 8% and up, a share that has basically tripled from five years ago and continues to grow. If we have products offering something for non-alcoholic occasions, Greater Good is working to position itself at the other end of the spectrum as the brewery people turn to for big, bold flavors in beer.
Colleen's beer industry experience that led her to the Massachusetts-based company started with Craft Brew Alliance—a consortium of beer companies from across the country—before a short stint with Anheuser-Busch after the company bought Craft brew Alliance in 2020. After running her own consulting firm, Colleen is now at the reins of Greater Good, which grew its production by +66% between 2019-2021. Simply put, this brewery is positioned to capitalize on an established trend in a unique way and has lots of room to run.
What does that mean for how the company accomplishes a goal of being the leading producer of big beer in the U.S.? That’s for Colleen to explore and us to learn.