Up-and-coming non-alcoholic craft beer brand RationAle Brewing recently unveiled the rollout of its new Maverick identity with bold new carton packaging and reformulated brews, as it continues its rapidly expanding distribution and widespread consumer adoption. RationAle has staked its claim as the 5th largest NA Craft Beer, according to SPINS August reporting. Eyes firmly on the prize, the team is revved up and ready to secure the #2 spot in the rapidly growing craft non-alcoholic market.
To support this growth, RationAle has secured strategic partnerships that will ensure it stays ahead of consumer demand, keeping both retailers and distributors in stock, which continues to be an industry challenge.
“This brand refresh goes far beyond a mere facelift; it’s a bold reinforcement of our identity, a reflection of our growth, and a renewed commitment to our community of beer enthusiasts, the Mavericks: Those independent thinkers and drinkers who uniquely define the way they brew, and are in constant pursuit of an unparalleled craft taste,” proclaimed Jamie Fay, CEO and cofounder of RationAle Brewing. “Through our audacious industry, distributor, and retail partners, we’ve strategically positioned our brand and formulated our products to take the NA category by storm, and have zero intention of stopping until we get our beers into the hands of Mavericks everywhere.”
At its core, RationAle appeals to the true craft beer enthusiast, strategically positioning the brand for consumers who enjoy all the beerness of full-alcohol brews but are becoming more conscious of the quantity they consume, for individual reasons. Representing the discerning consumer making subtle yet impactful adjustments in their life, RationAle aspires to be the go-to pacer beer for a spectrum of occasions — from weekend escapades and friendly drinking sessions to navigating through a bustling work week.
“We are not just reinforcing our brand positioning; we are redefining the non-alcoholic beer landscape and what the consumer expects of it. The introduction of our new slate black cartons is a game-changer, designed to disrupt a shelf landscape cluttered with pastel hues, putting the spotlight firmly on the can and branding as the hero of our narrative,” added Wendy Pickett, executive vice president of sales and cofounder. “Our concentrated portfolio featuring Hazy IPA, Mexican Cerveza, and West Coast IPA taps into the fastest-growing segments in the beer industry, ensuring we remain the craft beer drinker’s beer as they explore the non-alcoholic beer category.”
The formidable ascent of the brand is a testament to the strategic contributions of key industry partners, such as Purely Righteous Brands, Maven Consulting, Tall Trees Design, and Big Day. These collaborators have been pivotal in shaping the brand’s identity and bringing RationAle’s vision to life. Additionally, the unwavering enthusiasm from a burgeoning community of fans, the Mavericks, has been a cornerstone in propelling RationAle’s journey forward.
“Our journey thus far has been exhilarating, and we owe a tremendous debt of gratitude to our distributors, industry partners, and our community of Mavericks,” shared Fay. “Collectively, we are crafting the future of NA beer, embodying our shared Maverick ethos, and riding the crest of category growth off into the sunset with a crushable brew in hand.”