The fast-growing hard tea brand targets the underserved space between hop water and non-alcoholic beer with a new zero-alcohol drink brewed with real hops, tropical fruit, and yerba mate.
LOS ANGELES, CA – Jiant, the Los Angeles-based beverage company known for its fast-growing Hard Tea portfolio, today announced the launch of Jiant Hop Tea, a new zero-alcohol line. This launch expands Jiant's portfolio beyond alcohol for the first time, allowing the brand to serve consumers across a wider range of daily occasions.
Brewed for the "Other 16 Hours." Debuting with Tropical Citrus, Jiant Hop Tea is a 0.0% ABV, sparkling beverage fresh-brewed with real hops and a light, natural pick-me-up from yerba mate. Bursting with tropical fruit flavor from real orange, passion fruit, and guava, the beverage delivers the crisp satisfaction of a refreshing IPA with the clean finish of an iced tea.
The "Cold One" Without the Compromise "You can remove the alcohol from beer, but you can't really remove the carbs," said co-founder Aaron Telch. "We wanted to build something that drinks more like a beer, but functions like an iced tea, without inheriting all of beer's baggage."
Engineered for the Workday "The non-alcoholic category serves a lot of different occasions," co-founder Larry Haertel Jr. said. "We're not trying to be everything to everyone. We're trying to win the 2:00 PM slump. This product lives in the underserved gap between hop water and non-alcoholic beer. It's for the trail, the tee box, or that Tuesday meeting that absolutely should've been an email. It's for when you want the ritual of a cold one, but you still need to operate heavy machinery – or at least a spreadsheet."
A Consumer-Led Expansion "We didn't just look at a graph and decide to chase a trend," added Haertel. "This came from Jiant drinkers. They trust us with their Friday nights, and they started asking us to fix their Monday afternoons. In a category where flavor can be hit-or-miss, we're taking the gamble out of the non-alc purchase."
Availability & Distribution Available through Jiant's existing network of beer distributors, Jiant Hop Tea will launch this week as a limited release, debuting at select retail partners including Whole Foods Market and online at the link below. The product will be merchandised in the cold box alongside leading non-alcoholic beer brands, including Athletic Brewing.
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