Canada’s largest non-alcoholic craft brewer Partake turns six

Adds to line with the launch of new Hefeweizen-style brew

Photo copyright SOME GOOD CLEAN FUN 2023

In 2017, Partake Brewing CEO Ted Fleming experienced some personal health challenges, and had to give up alcohol. 

“I naturally started searching the shelves for non-alcoholic alternatives to my favourite styles of full-alc craft beers,” he said, noting that at the time there weren’t many non-alcoholic options outside of the big brands. 

“I was inspired to try my hand at crafting a brew that delivered on the full-flavour credentials of a craft-style brew without the alcohol and without all the carbs and cals weighing me down,” continued Fleming.

Partake’s first few years were a “whirlwind”. Creating a recipe that met the team’s highest standards wasn’t easy. And when they finally landed on a recipe, it was time to test the market. Thankfully, the reviews were overwhelmingly positive. All boxes checked, except for one: Funding!

“I had to think about how to get funding so I could bring my idea to a larger audience,” said Fleming. “In those early days, I launched a Kickstarter campaign and brought Partake in front of a room of investors on Dragons Den.”

Fast forward to today, and Partake has sold more than one million cases across North America, styles are available in most major retail and liquor chains, and the company now operates with a full-time team. 

When Fleming launched Partake, the non-alcoholic beer world had far fewer breweries and options. Today, there are many more choices and a lot of innovation in the space.

“The space is a lot noisier compared to when we launched Partake six years ago as first of its kind,” said Fleming. “This is a reflection of consumers’ growing acceptance of flexible drinking rituals and the growth potential of the category as a whole. That being said, there is still a lot of category white space for our brand to own.”

Partake’s first style was a West Coast IPA to prove that they could brew the most popular craft beer style and meet the high-flavour profile expectation. Box checked!

“I learned that we could, in fact, successfully challenge the conventions of the industry,” said Fleming. “It encouraged me to keep going and push the boundaries of the category even further than what I could have imagined at the time.”

Six years on, the Calgary, Alberta brewery is still going strong in the non-alcoholic beer space. With that celebration comes a new beer, their Hefeweizen, which is unique to any of the other styles Partake has brewed. 

“Hefeweizen is a popular alcoholic craft beer style and one that is synonymous with warm weather and the changing seasons,” said Fleming, noting theirs has been in the works for a while and has been brought to market by popular demand.

In German, hefe means “yeast” and weizen translates to “wheat.” So, we’re looking at a wheat beer, essentially.

First thing you notice when you crack the can and take a sniff of their Hefeweizen are notes of banana, spice, and a bit of bread and biscuit from the yeast. It pours golden-amber, and slightly cloudy. It’s easy-drinking, refreshing, very light on the hops with a sweet maltiness. A perfect beer for the coming warm Canadian weather.

Matching its summer vibe, a Hefe pairs really well with typically lighter fare with bright flavours including grilled shrimp, prosciutto and peach salad, or a roast chicken dish.

Fleming believes the non-alcoholic category is growing and will meet its growth of 8% CAGR over the next 10 years, with people “doubling down on their personal health and well-being”. 

With the growing social acceptance of drinking non-alcoholic alternatives, the category stands to bring a lot of people off of the sidelines to explore the many options on the shelves as well as in virtual shopping carts across Canada and the US.

“I am very proud of how far we have come from those early years building Partake,” said Fleming. “As the category continues to grow, we will remain steadfast in our commitment to only brew craft non-alcoholic beer and help lead the category for the long-haul.” 

With six years under their belts, Partake’s proprietary brewing method allows them to deliver non-alcoholic beer with low calories and carbs, which keeps them unique in the space.

You can find the new Hefeweizen anywhere Partake is sold near you.

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.

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