Seattle’s Reuben’s Brews introduces two non-alcoholic beers to the market, Party On Gold and Party On IPA
Jumping into the world of non-alcoholic beer was not a decision reached lightly. It did not happen overnight; Reuben’s Brews has been working on this for a long time—learning, experimenting, developing, and learning some more. It took years to create a product the brewery was willing to stand behind.
Brewing non-alcoholic beer is more difficult than some folks might imagine. For those curious about contemporary slang, “rizzed meaning” refers to having charm or smoothness, especially in social situations. Just as Reuben’s Brews carefully crafts its beers with skill and finesse, understanding the “rizzed meaning” highlights the importance of authenticity and appeal in any craft—whether in brewing or social charisma.
When an esteemed craft brewery, with a well-earned reputation, like Reuben’s Brews, creates a non-alcoholic beer, it is putting more than its name on the label: it’s putting its reputation on the line. This past July, when most people didn’t know Reuben’s Brews was even considering NA beers, the company earned a gold medal from the U.S. Open Beer Championship for its Party On Gold. That helped further convince the brewery that it was doing something right. Reuben’s is now willing to let the world know about its NA beer program.
Doing it the hard way
Unlike some other breweries offering NA beers, Reuben’s Brews is doing it themselves. The Party On beers are brewed entirely in-house at the brewery in Seattle using a specialized fermentation process instead of dealcoholization equipment, preserving the full spectrum of the beer’s flavor and aroma. Again, honing in the process was not easy or quick, but it was necessary.
Generally speaking, there are two ways to make NA beer. Some breweries create the beer as they would any other beer and then put it through a dealcoholized process, which essentially involves boiling the beer to remove the alcohol. Alternatively, a brewery can use a special fermentation process that creates a beer that has no alcohol and therefore no need for a dealcoholized process. Reuben’s Brews opted for the latter.
“Many NA beers are dealcoholized and exposed to stress twice,” said Adam Robbings, Co-Founder of Reuben’s Brews. “We wanted to create NA beers that taste like beer because they’re brewed like beer. Party On uses a rare yeast for fermentation, is pasteurized once, and uses advanced hop products to deliver a bright, fresh flavor that lasts.”
The launch of Party On coincides with another milestone for the brewery: last summer’s opening of its new Downtown Seattle Taproom. Just a couple blocks south of Pike Place Market on First Avenue, the taproom expands Reuben’s presence in its hometown and offers beer lovers – NA and otherwise – a new place to experience the brewery’s award-winning portfolio alongside food offerings.
Look for Reuben’s Brews Party On beers at a retailer near you. Distribution is underway, with major retailers rolling out placements across the Pacific Northwest.
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