# Alcohol-Free Craft Beers The Brooklyn Brewery Special Effects IPA Has Less Than 100 Calories By Michael Hemsworth | Published 2020-12-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/special-effects-ipa References: [foodbev](https://www.foodbev.com/news/brooklyn-brewery-unveils-new-non-alcoholic-ipa/) & [brooklynbrewery](https://brooklynbrewery.com) The [Brooklyn Brewery Special Effects](https://www.trendhunter.com/trends/special-effects-variety-pack) IPA is a new offering from the craft beer brand that will provide consumers with an alcohol-free way to enjoy the high-quality flavor of a premium libation. The beer is reported to have the premium aromas of citrus hops that one might find in a classic IPA and contains just 100 calories per can. The beer will be available in all the US states where the brewery distributes starting in January 2021. Brooklyn Brewery CEO Eric Ottaway explained the details behind the new Brooklyn Brewery Special Effects IPA further saying, "When we first developed Special Effects Hoppy Amber, we were determined to show the consumer that non-alcoholic beer doesn’t have to be about taking something away, but rather that it adds to the experience. Since that launch, [craft non-alcoholic beers](https://www.trendhunter.com/trends/craftstyle-nonalcoholic-beers) have seen triple digit growth this past year. In sticking with our belief that non-alcoholic beverages are for everyone, and given that IPAs are by far the most dominant category in the craft beer industry, it made natural sense to focus our attention on craft’s most popular style as we are expanding the Special Effects family.” Image Credit: Brooklyn Brewery ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 41% | Activity: 72% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Craft Non-alcoholic Beers:** The rise in popularity of craft non-alcoholic beers presents an opportunity for breweries to cater to consumers looking for alcohol-free options. - **Low-calorie Craft Beers:** The demand for low-calorie craft beers provides an avenue for breweries to create flavorful brews that appeal to health-conscious consumers. - **Expanding Non-alcoholic Beer Market:** The expansion of the non-alcoholic beer market offers a chance for breweries to tap into a growing consumer segment seeking alcohol-free alternatives. ### Sectors Adopting This - **Craft Beer Industry:** The craft beer industry can capitalize on the trend by developing more alcohol-free options to meet the increasing demand. - **Beverage Industry:** The beverage industry, specifically breweries, can explore the opportunities in crafting low-calorie and non-alcoholic alternatives for health-conscious and alcohol-free consumers. - **Health and Wellness Industry:** The health and wellness industry can partner with breweries to promote and market low-calorie and non-alcoholic craft beers as healthier alternatives to traditional alcoholic beverages. ## Related on Trend Hunter - [Non-Alcoholic Brew Boxes](https://www.trendhunter.com/trends/special-effects-variety-pack.md) - [Low-Cal Alcohol-Free IPAs](https://www.trendhunter.com/trends/superior-hazy-ipa.md) - [Low-Calorie Non-Alcoholic Brews](https://www.trendhunter.com/trends/partake-brewing.md) - [Hop-Heavy Non-Alcoholic IPAs](https://www.trendhunter.com/trends/nonalcoholic-ipas.md) - [Tasty Alcohol-Free Beers](https://www.trendhunter.com/trends/tasty-alcoholfree-beers.md) - [Low-Calorie Dry-Hopped IPAs](https://www.trendhunter.com/trends/dryhopped-ipa.md) - [Alcohol-Free Beer Capsules](https://www.trendhunter.com/trends/alcoholfree-beer-capsules-fieldwork-brewing-unveils-multiple-new-nonalcohol.md) - [Alcohol-Free Wheat Beers](https://www.trendhunter.com/trends/alcoholfree-wheat-beer.md) - [Booze-Free Beer Collections](https://www.trendhunter.com/trends/alcoholfree-beer-collection.md)