Eastern Market Brewing Co. Expands Non-Alcoholic Beer Lineup Amid Rising Demand

Eastern Market Brewing Co. announced plans to grow its non-alcoholic beer lineup in 2026 after existing options sold out frequently. The Detroit brewery will release Dad Bod, a hazy IPA, and Rotten Pretty, a line of sour beers.

The first two Rotten Pretty releases include tangerine and grapefruit flavors, with more expected later this year. The 313 N/A IPA will also return to shelves.

"Market headwinds are real right now," said Dayne Bartscht, the founder of EMBC, according to Fox 2. "Consumer behavior is changing, retailer needs are changing, and breweries can't afford just to stand still. We need to think and act differently. For us, that means leaning into what's working, investing our time and energy where demand already exists, and building something that helps our retail partners win."

Dayne Bartscht added that the goal for 2026 is simple. "We want Eastern Market Brewing Co. to be known as Michigan's N/A beer."

The move comes as drinking habits shift across the country. Data from Gallup shows 54% of people reported drinking alcohol in 2025, down from 67% in 2022. The polling organization has tracked drinking in the United States since 1939, and last year marked a record low.

Beer remains the preferred beverage among those who do drink, according to Gallup. This creates an opportunity for non-alcoholic beer to gain traction among former drinkers and those looking to consume less alcohol.

Many local breweries lack the equipment needed to make non-alcoholic options. Michigan modified its laws to let brewery taprooms sell N/A beer made by another brewery. Before this change, breweries were only allowed to serve their own beers.

The law change has led to numerous breweries around the state stocking up on non-alcoholic beers to appeal to a broader audience.

EMBC is partnering with Busch's and Total Wine for launches in January. The partnerships will include tastings at both Busch's and Total Wine.