Veering into non-alcoholic
/Muskoka Brewery expands its alcohol-free offerings with Veer
In May of 2023, Canadian craft beer stalwart, Muskoka Brewery launched Veer, a thirst-quenching alcohol-free lager with a “spritz of lime”. Veer’s crisp and refreshing vibe is a perfect fit for any day of the week – and, well, any time of the day.
Launched in the summer of 1996, award-winning Muskoka Brewery is home to some of the most well-known Canadian craft beer brands including Detour, Cream Ale and the hop-heavy Tom series of IPAs. And with Veer, they are marrying their “existing brand equity in craft beer with the emerging alcohol-free market,” said Kyra Dietsch, the brewery’s Marketing and Communications Manager.
“At the core of our values is ensuring that we can offer a beverage for everyone and every occasion,” continued Dietsch, who also happens to be a Master Beer Sommelier. “People are reflecting on their relationship with alcoholic beverages, and the mindset is changing, whether it’s younger demographics or even how people are behaving post-COVID, we are working towards serving different lifestyles, habits, and times of day.”
Veer is not Muskoka’s first venture into non-alcoholic drinks. The brewery has been in the space since 2021 with the launch of Wandr Alcohol-free Sparkling Tea Infusions, then purchasing Rally Beer Co. in 2022, and in May 2023 launching Veer under the Muskoka Brewery umbrella.
“Veer means to ‘change direction or course’ and we wanted to craft a slightly different personality from our beer portfolio for Muskoka Brewery’s first alcohol-free beer,” said Dietsch. “We work to remain progressive in our respective categories and when seeking to create a refreshing alcohol-free beer, we turned to bright flavours and a style we haven’t yet seen in the non-alcoholic space, a lager with lime.”
Getting to a point where Muskoka was ready to launch Veer wasn’t simple. According to Head Brewer Gary Jollimore, “the biggest hurdles on development were getting the taste profile right and mimicking alcoholic beer. We went through multiple trials of different methods, ingredients, filtration processes before landing with the liquid we have now.”
But what is Veer really like, you ask?!
Veer pours pale straw in colour with a bright white head. It’s nicely carbonated offering a clean, crisp and extremely refreshing finish. You get a little grain on the palette with a hint of lime tartness. Easily a beer for all-day summer drinking, without the buzz. You can “enjoy life’s adventures with no limits.”
Veer pairs nicely with a relaxed food vibe as well. As a lager it goes well when snacking on pretzels, chips and other slightly salty treats. If you’re looking for something to dip, the lime screams for a bowl of delicious guacamole. The lime in the guac and the Veer work brilliantly together, playing off each other like a round of beach volleyball. You can also pair Veer with Shrimp Ceviche – the light body of the beer won’t overpower the delicate dish. (Pro Tip from Dietsch: when marinating the dish in lime juice, add in a splash of Veer to the marinade for extra flavour.)
“By using a low/no alcohol yeast strain in conjunction with a mashing profile that supports low convertible sugars, we are able to achieve minimal fermentation without de-alcoholising or a rested fermentation,” explains Jollimore of Muskoka’s non-alc brewing approach.
Fun fact: independently owned and operated, Muskoka Brewery is Canada’s first Living Wage Brewery, continuing to handcraft premium beers as unique and refreshing as the region they’re from.
“We look forward to seeing the growth of the market,” said Dietsch. “61% of consumers have expressed a desire for better choices when it comes to non-alcoholic drinks and we are working to expand our product offerings to meet up with consumer demand.”
You can find Veer through Muskoka Brewery’s online shop and at Beer Store locations.
Antoine Tedesco, Contributor, Alcohol-free Beer & Cider
Antoine brings his love of food and life to Some Good Clean Fun’s beer and cider reviews. From journalism to government to charities and non-profits, Antoine’s passion is telling compelling and impactful stories. He loves anything that makes his taste buds smile and his ears dance.
