Today's Take · Apr 25
The NA Boom's Dirty Secret: Celebrity Capital Is Eating Craft Alive
The non-alcoholic boom's real winners aren't the independent breweries who built the category — they're celebrity-backed brands and macro acquirers using venture capital to buy shelf space, and craft NA pioneers are about to get squeezed out of the movement they created.
The non-alcoholic beer boom was supposed to be craft brewing's second act. Instead, it's becoming a rerun of the same movie that hollowed out craft beer in the first place — celebrity money, venture capital, and macro acquirers buying their way into a categor…
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