Schlafly, Wellbeing Announce Match Day Light NA to Celebrate Soccer

Schlafly Beer and WellBeing Brewing Co. announce the release of Match Day Light, a 35-calorie, non-alcoholic English Pale Ale, officially launching on Friday, Nov. 18. Match Day Light is a new style release from the two brewing companies, who announced a joint venture this summer. The NA craft beer celebrates St. Louis’ love of soccer through the packaging and ingredients used to brew it, and the style selection is an intentional nod to Schlafly’s flagship beer over the past 30 years. 

“This new style showcases our rich history at Schlafly as well as St. Louis’ pride for soccer,” says CEO Fran Caradonna. “The English Pale Ale has been intricately linked to the sport for generations. Our brewing teams captured the authentic taste of our flagship English Pale Ale while also offering a low-calorie, non-alcoholic option, which is no small feat.” 

“Match Day Light really brings our collaborative partnership to life,” says WellBeing Brewing Co. CEO Jeff Stevens. “From the can design to the taste, it delivers on the quality that craft beer drinkers expect from both brands. Both WellBeing and Schlafly also have a strong dedication to our community, and this non-alcoholic craft beer gives everyone an option to celebrate the excitement around soccer in St. Louis.” 

Based on the original recipe from Schlafly Beer, the ingredients feature London yeast, Essex Chocolate malt, East Kent Golding, Northdown, and Pilgrim hops. Schlafly and WellBeing use the latest in brewing expertise and technology to create a true-to-taste brew without the alcohol. 

Schlafly Beer, St. Louis’ original, independent craft brewery, and WellBeing Brewing Co., a fast-growing national non-alcoholic craft beer pioneer in St. Louis, announced a joint venture in July 2022, which allows both brands to appeal to today’s modern drinking consumer. A 2021 IWSR study found more than half (58%) of no/low alcohol consumers choose to switch between no/low alcohol and full-strength alcoholic beverages on the same occasion, while only 14% state that they do not drink alcohol at all, signaling signs of moderation and health consciousness as consumer drivers.

As partners, Schlafly Beer brewed and packaged Match Day Light and will do so for new non-alcoholic products for WellBeing. Schlafly also manages the sales and production of WellBeing NA brands, collaborating with WellBeing’s current contract brewing and distributor partners, and manages inventory, materials procurement, logistics, and sales support. WellBeing oversees product development, marketing, content, publicity, and grows its e-commerce business.

The non-alcoholic beer is available now across Schlafly’s distribution as well as Schlafly’s four brewpubs: Schlafly Tap Room in downtown St. Louis, Schlafly Bottleworks in the Maplewood neighborhood of St. Louis, Schlafly Bankside in St. Charles, MO and Schlafly Highland Square in Highland, IL. 

Be the first to comment

Leave a Reply

Your email address will not be published.