Patagonia taps Deschutes to make NA beers
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Photo: Courtesy of Patagonia Provisions
To take the first certified organic nonalcoholic beer nationwide, Patagonia Provisions needed a partner — one with the same commitment to the environment and outdoors.
Why it matters: Patagonia, once named the most reputable brand in America, has found its match in Oregon's Deschutes Brewery, and together the two now represent one of the most powerful collaborations in craft beer.
State of play: The partnership, forged in 2024, is the force behind two leading and award-winning NA beers, a golden lager and IPA that both feature the iconic Patagonia logo and climate change-fighting grains.
- The beers are made with Kernza, a regenerative perennial wheatgrass with deep roots that build soil health, prevent erosion, store more carbon and minimize the need for fossil fuel machinery.
What they're saying: "We're really delivering an experience that is very compatible with … the lifestyle that people associate with Patagonia," says Jen Berliner, Patagonia Provisions' brand and innovation leader.
- "Organic is another way that people are thinking about their health, and so being able to deliver people an organic, nonalcoholic option that also tastes great is just such a game changer."
The big picture: The interest in alcohol-free beer goes well beyond Dry January. The category was expected to reach $1 billion in sales through 2025, analysts note.
- Most customers are not the teetotaling type, but rather turn to NA beer for more mindful drinking or to enjoy "zebra striping," where you alternate between alcoholic and NA drinks, Deschutes' research finds.
Zoom in: Patagonia's mission is to redefine craft beer by encouraging others in the industry to shift to organic ingredients and more climate-friendly supply chains.
- Meanwhile, making beer — and its new snack line — is an opportunity to reach more people and raise awareness about the environment, Berliner says.
It's a shared value for the Bend, Oregon-based Deschutes. The brewery made Green Lakes Organic Ale more than a decade ago, but sales languished.
- Now, with backing from Patagonia's name on the can and an improved brewing process, the team's NA offerings and one alcoholic lager are becoming some of Deschutes' top-selling beers.
- "Hopefully some folks see the merit in the organic proposition and believe in that," Peter Skrbek, Deschutes Brewery CEO, tells Axios. "But if not, you win them with flavor."