Issue link: https://read.dmtmag.com/i/724494
6 0 V I N E YA R D & W I N E RY M A N A G E M E N T | S e p t - O c t 2 016 w w w. v w m m e d i a . c o m any craft breweries also make a craft root beer — either as a nonal- coholic option to serve in their tast- ing rooms or as a distributed brand — but up until a few years ago, you'd be hard- pressed to find an alcoholic version of this nostalgic soda fountain favorite on liquor store shelves. That is until early 2015, when Small Town Brewery in Wauconda, Ill., introduced its Not Your Father's Root Beer to the national market. It was an instant hit. Pabst Brew- ing handles national distribution and has an ownership stake in the company and, now, Not Your Father's Root Beer is a ubiquitous presence on shelves across the country. According to Nielsen, Not Your Father's Root Beer is the fastest-selling flavored + Hard sodas are gaining popu- larity within the retail space. + They have nostalgic appeal, especially among Generation X. + They also appeal to cross- drinkers of wine, beer and spirits. + Careful steps are taken to discourage underage drinking. AT A GLANCE Playing Hard BY TOM WILMES The Not Your Father's brand from Small Town Brewery is expanding its product offerings in response to consumer demand. Hard Soda's nostalgic flavors have hit a sweet spot with consumers. C R A F T B E V E R A G E S R E P O R T