2027 Category Plan
Kroger Spring 2027 New Item Review — Go Brewing
Top 10 Kroger NA supplier
Total dollar sales, L52W
Fastest growing NA brand
Top 5 NA craft brand.
2X+ market share.
FASTEST-GROWING NA CRAFT BRAND IN GROCERY
12x the craft subsegment. A top-10 growth driver.
7th largest NA craft brand and the fastest growing of the top 10.
Athletic runs 61.5%.
Go is a top 7 brand on 1/6th the distro
One aisle. Three stories.
Domestic is the growth engine.
Sierra Nevada NA −3.2%. Sam −24.8%.
Ex-Athletic, 7 NA-only brands hold ~89% of the segment. Go is #3
Per point of distribution, NA-only brands return $5,835 vs $4,349 for extensions — and domestic premium is growing the trip that brings both shoppers in.
L26W w/e 8/8/26
Three bets for 2026
DRIVE GROWTH
Expand into high-share NA markets with flagships (Disarm + The Story) & introduce Cold Standard American Lite Brew
Digital experience
Retail media, shoppable content, and first-party data we hand back to you. Backed by $250K budget
Go × Kroger collab
Utilize Go Brewing DTC insights to generate a product designed for the Kroger shopper.
Seasonal Mix 6pk
40% of NA consumers shop flavor and variety — this pack delivers both, built entirely from Go’s best-selling DTC items.
Honey Crisp Apple, Berry Shandy
Pumpkin and Oktoberfest — best sellers
Chester’s Coffee Stout and Toasty aF Winter Warmer
Per store per week — highest of any Go SKU. Core 6-packs run $19.60–$22.60.
Variety packs are the fastest-growing non-alc format at $11.6MM, vs +7.6% for craft.
Seasonal + variety together: $18.1MM, more than 4x the craft segment.
Disarm Hazy IPA
Hazy IPA is the #2 NA craft style at $43.3MM and +4.9%, while standard IPA declines −4.3%. Disarm velocity already matches the hazy segment median.
New — TUS Grocery L52W
NA hazy SKU on 6% ACV
Per store per week — 30% above the NA craft median
Of 275+ NA SKUs at Kroger
The Story DIPA
Limited Craft SKUs clear $1MM in US Grocery. This one does it on 9.8% ACV — a margin-accretive item at a premium price point, not a trial item.
Go Brewing’s #1 brand (9.8% ACV)
YOY trend with momentum: +68% 26W / +56% L4W
Per store per week — 30% above the NA craft median
Of 275+ NA items at Kroger
Introducing Cold Standard
Classic American Lite Brew with a modern sense of humor: classic at the core, laid-back in attitude, dry and understated — and open to the occasional weird surprise.
Growth is in the 12-packs
Fastest growing style in non-alc
Mich Ultra Zero’s 12pk is the category’s most productive item
Three ways we drive the trip
The magical can.
Non-o-influencers.
Launch email.
Somebody has to watch.
Cold Standard represents the normal person's point of view in a world that keeps getting more extreme. Dan is the exaggeration. Lindy is the audience.
Climbs the Ferris wheel.
Eats funnel cake.
Runs on a cement truck.
Sits under an umbrella with a beer.
Does something objectively impressive.
Gives him credit… and has absolutely no interest in joining him.
THE EVERYMAN IS THE OPPORTUNITY— AND NOBODY IS TALKING TO THEM.
Dan Churchill, chef & athlete & Lindy, normal dude who keeps seeing Dan do crazy things, yet Dan never sees Lindy.
How we attack it.
A non-alc brewer launching a full-strength lite brew, and where it lands on shelf.
The campaign story. An everyman brand that never says everyman, and the character work behind it.
Dan and Lindy, the magical cans, and 45 calories.
Timeline.
All Kroger banners — first to market opportunity for Jan. 1st (Dry Jan)
Can be merchandised with Go craft or NA domestic premium
Standard
Built and funded by Go Brewing
Ships with the launch order
GO X KROGER COLLAB
This is your pillar, and we listened. We invested in our own production facility for this moment.
360 marketing
Digital experience
Geo-targeted social ads — Go Brewing + Cold Standard, now available at Kroger, Ralphs, King Soopers, etc.
UGC — ambassadors and influencers in-store, posting across social channels.
Cold Standard Dan + Lindy CTV commercials — Hulu, YouTube, etc.
Influencers & ambassadors
Athletes, chefs, and musicians who already drink it. Every activation is geo-targeted to your doors and tracked back to sales.
Key sponsorships
Go launches with beer already in the toolboxes of the athletes and events shaping performance culture.
Official NA beer partner · fitness racing’s fastest-growing series
One of the world’s leading health and wellness podcasts, reaching over 1MM+ monthly listeners
Music-led run club putting the brand in front of a mass, non-athlete audience
Driving customers to Kroger
Event specific rebates and promotions to drive participants to your stores.
Expansion markets
8 new market opportunities, 2 existing market expansions — each with full 360 marketing support behind the launch.
What we're asking for
Cold Standard in the cold set
Added to cold sets with first-to-market launch support.
Western & Southern expansion
WA, OR, AK, AZ, UT, NM, NV, SC, AL, KS, AR with our core flagships — Disarm, The Story, Seasonal Mixed 6pk.
Kroger NA collab consideration
If an NA collab is on the table, consider us. We brew our own beer, we have speed and scale to market, and quality is at the forefront.
Why bet on Go Brewing
+81% at Kroger on 9.8% ACV, in the only growing part of craft NA. Bolt-on extensions are −3.1%.
Eleven states West and South, sized market by market — with items that already out-ring the craft median.
Cold Standard: craft liquid at domestic pricing, first to market Jan 1 for Dry January — ahead of resets.
$250,000 behind the launch, funded by us. If this underperforms it is existential to us — not a rounding error.
The ask · Keep your mainstream anchors. Give the next open craft NA facing to the brand the data points to — and to the partner investing to bring new customers in and drive rate of sale.
Thank you
419.783.8748
will@gobrewing.com
Go Brewing · Naperville, IL
gobrewing.com
Who buys Go Brewing
Cold Standard
American Lite Brew, 2/12pk 12oz. Every store below is incremental — current count is zero across the board.
Disarm
Hazy IPA 6-pack. Every store below is incremental to current distribution.
The Story
Double IPA 6-pack. Every store below is incremental to current distribution.
Seasonal Mix 6pk
A focused ask — nine divisions where the seasonal program has the strongest fit.