Sam Adams launches first booze-free IPA — and a device to help consumers monitor their drinking habits
Fox News
Sam Adams joins Guinness, Anheuser-Busch InBev-owned Budweiser in growing non-alcoholic beverage category.
The recipe, which was developed over two years, is said to have the aroma and flavor profile of a "juicy hazy IPA," and has a full-bodied finish, Sam Adams writes. "We knew we had to do something big to introduce our first non-alcoholic beer to drinkers nationwide," Matt Withington, Director of Marketing at Samuel Adams said in a statement. "We brewed countless iterations before arriving at the rich, complex and balanced beer that is Just The Haze: an uncompromising, world-class IPA that just happens to be non-alcoholic."
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