Brooklyn Brewery Expands Non-Alcoholic Portfolio with Launch of the Special Effects Variety Pack

Includes Two New Variety Pack Exclusives: Special Effects Pils and Special Effects Hazy IPA, along with Hoppy Amber and IPA NA Brews

Introducing Brooklyn Brewery's Special Effects Variety Pack (Photo: Brooklyn Brewery)

BROOKLYN, N.Y.--()--Today, global craft beer innovator Brooklyn Brewery announces the launch of the Special Effects Variety Pack - the first nationally distributed non-alcoholic variety pack of its kind. Available in select markets this fall before rolling out nationally beginning in January 2022, it includes 3 cans each of popular NA brews: Hoppy Amber and IPA, alongside newcomers and pack exclusives Special Effects Pils and Special Effects Hazy IPA.

As a leader in the non-alcoholic space, the expansion of Brooklyn Brewery's non-alcoholic portfolio reaffirms the company's commitment to growing the NA beverage market by providing more flavorful and accessible options that don't compromise on taste.

“We’ve seen this culture of trial and experimentation around all beverage consumers but especially those who are interested in the low/no alcohol space. Our previous Special Effects releases, Hoppy Amber and IPA have out-performed our expectations, and year-to-date the brand family constitutes over 10% of our total sales for the Brewery,” explains Samantha Itzkovitz, VP of Marketing at Brooklyn Brewery. “The Special Effects Variety Pack allows us to showcase our growing non-alcoholic lineup and feeds the customer’s desire to sample and figure out what they like in their own time.”

Brooklyn’s Special Effects Variety Pack, now covering an even wider range of the world’s most popular beer styles, has something for everyone, making it the perfect accompaniment for all kinds of occasions: Friends-giving, family dinners, holiday parties and everything in between.

“With Pilsner and Hazy IPA we hope to continue in our efforts to expand the style offerings available to consumers of NA beer,” says Brooklyn Brewery’s Brewmaster and James Beard Award Winner, Garrett Oliver. “The options in this category have been so limited for so long and we hope to add more styles to the lineup as we continue to sharpen our production process and develop new methods for NA brewing.”

Brooklyn Special Effects Variety Packs are currently rolling out now, and will be in all of the Brewery’s 30+ state footprint by early next year. They are also available to purchase directly through Included within the pack are 3 cans each of:

  • NEW: Brooklyn Special Effects Pils, a crisp, snappy, and dry NA version of the world’s most popular beer style (Variety Pack Exclusive).
  • NEW: Brooklyn Special Effects Hazy IPA, full of the bombastic fruity hop aromas and juicy feel of a hazy IPA and perfect for hop newcomers or haze experts (Variety Pack Exclusive).
  • Brooklyn Special Effects Hoppy Amber, a delicious, hoppy, and flavorful brew made for those who want smooth lager flavor and fresh hop notes without the buzz.
  • Brooklyn Special Effects IPA, a take on the most beloved craft style out there with its hop-packed and citrusy taste, just without the alcohol.

The Variety Pack will also be available through an expanding distribution partnership and in-store program with Whole Foods, where consumers can expect an unprecedented level of access to Brooklyn Special Effects. Kicking off for Dry January, it will be available for in-store purchase, nationally in all states where Brooklyn Brewery is distributed.

For updates and more information on the Brooklyn Special Effects Variety Pack, please visit:

For hi-res assets [Credit: Courtesy of Brooklyn Brewery]: Media Library


Brooklyn Brewery Special Effects portfolio is inspired by the global movements of changing drinking habits, brewed with a focus on wellness and mindful consumption. Our family of non-alcoholic brews uphold our standards of creating flavorful beverages that embody structure, elegance, and an innovation that takes beer where it’s never been before: delivering all the flavor, with zero distractions. They’re brewed for more places, more occasions, and more people. Enjoy Special Effects on lunch breaks, at work happy hours, pre and post workouts, during very late nights, and at every moment beyond.


Brooklyn Brewery is a leading global independent craft brewer and a pioneer of the American craft beer revolution. From our home in Williamsburg, Brooklyn, we draw inspiration from our local community of innovators and makers to spread the culture and creativity of craft beer to over 30 states and more than 30 countries on 5 continents. Learn more at


Sarah Usher
(347) 201-1156

Release Summary

Global craft beer innovator Brooklyn Brewery launches Special Effects Variety Pack, the first nationally distributed non-alcoholic variety pack.

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Sarah Usher
(347) 201-1156