# Collaborative Alcohol-Free Brands Powell Brewery Taps Downlow for a New Non-Alcoholic Beer Brand By Kanesa D | Published 2024-04-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/powell-brewery References: [straight](https://www.straight.com/food/powell-brewery-and-downlow-team-up-for-non-alcoholic-beer-brand-dry-goods) & [drygoodsusa](https://www.drygoodsusa.com/)  Dry Goods is a new collaborative brand launched by David Bowkett of Powell Brewery and Doug Stephen of Downlow Brands, serving up a broad selection of alcohol-free beers. The brand hits close to home, as Stephen has openly shared his struggles with alcohol consumption. “Our goal was to create a [non-alcoholic beer alternative](https://www.trendhunter.com/trends/alcohol-free-brews) that tastes like beer—from colour, smell, to taste,” says Bowkett, who runs Powell Brewery with his wife Nicole Stefanopoulos, in a statement. “We think we’ve achieved this, and look forward to working on more styles very soon. There might even be a non-alc sour beer on the horizon.” Designed to capture the essence of traditional beer flavors without the alcohol content, Dry Goods is set to debut with an impressive lineup of three distinct choices: [West Coast](https://www.trendhunter.com/trends/west-coastinspired-menu) IPA, Grapefruit IPA, and Classic Pilsner. Image Credit: Dry Goods ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 35% | Activity: 46% | Freshness: 22% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Alcohol-free Beer Alternatives:** Tapping into the growing demand for non-alcoholic beverages with authentic beer flavors. - **Collaborative Brand Partnerships:** Fostering innovation by merging expertise from different breweries to create unique alcohol-free beer offerings. - **Non-alcoholic Beer Innovation:** Pushing boundaries in brewing by focusing on taste, aroma, and appearance while eliminating alcohol. ### Industries Being Reshaped - **Craft Beer:** Embracing the shift towards alcohol-free options to cater to health-conscious consumers. - **Beverage Manufacturing:** Exploring collaborative opportunities to enhance product offerings and meet changing consumer preferences. - **Alcohol Industry:** Adapting to the rise of alcohol-free beer innovation and the demand for traditional beer experiences without the alcohol content. ## Related on Trend Hunter - [Low-Calorie Non-Alcoholic Brews](https://www.trendhunter.com/trends/partake-brewing.md) - [Collaborative Non-Alcoholic Drinks](https://www.trendhunter.com/trends/public-coast-brewing.md) - [Non-Alcoholic Beer Cocktails](https://www.trendhunter.com/trends/talon-tinnie.md) - [Booze-Free Beer Collections](https://www.trendhunter.com/trends/alcoholfree-beer-collection.md) - [Sober Craft Beer Collections](https://www.trendhunter.com/trends/nonalcoholic-craft-beer.md) - [Alcohol-Free Beer Capsules](https://www.trendhunter.com/trends/alcoholfree-beer-capsules-fieldwork-brewing-unveils-multiple-new-nonalcohol.md) - [Non-Alcoholic Craft Beer Partnerships](https://www.trendhunter.com/trends/nonalcoholic-craft-beer1.md) - [Hoppy Alcohol-Free Ales](https://www.trendhunter.com/trends/af-pale-ale.md) - [Craft-Style Non-Alcoholic Beers](https://www.trendhunter.com/trends/craftstyle-nonalcoholic-beers.md)