EDITOR’S NOTE: This is our third interview of our occasional series, The NonBooze Interviews, where we sit down with some of the influential folks behind the non-alcoholic beverages we all love. Today’s interview is with Surreal Brewing Company’s Co-Founders Donna Hockey & Tammer Zein-El-Abedein. If you know someone we should feature on The NonBooze Interviews, contact us today and we’ll reach out. Near beer cheers!
True story: The first time I picked up a pack of Surreal, I grabbed their Juicy Mavs Hazy IPA out of the fridge at BevMo and didn’t realize it was #nearbeer. A wannabe big-wave surfer myself, I literally bought it because of the Maverick’s Wave on the can, paying proper respect to one of the heaviest waves on the planet.
At the time I was pretty far along in my traditional craft beer “career,” having run the BeerHyped craft beer blog for a few years. So when I took the first sip of Surreal, I definitely doubletaked. I had never tried an NA brew before, so I doubletaked … but didn’t spit-take. In fact, I kind of enjoyed this responsible, healthier Hazy IPA, and started weaving them in here and there so I didn’t get carried away with the heavier brews and IPAs I was drinking at the time.
Fast forward a few years, and NA are all I drink today, so I was stoked when I had an opportunity to talk with Surreal Brewing Company’s Co-Founders Donna Hockey & Tammer Zein-El-Abedein about their journey… –NB
What’s the best part about your job?
Donna & Tammer: We started Surreal with health in mind and have the healthiest beer line in the U.S. Our award winning brews start at 17 cals / can with zero sugar and gluten reduced options.
We love when we get feedback from customers telling us how our brews have positively impacted their lives such as giving them conversation starters, allowing them to drink craft beer again and one customer had our Juicy Mavs Hazy IPA as his beverage after a very bad hospitalization from Covid-19.
Our customers inspire us everyday.
What’s your favorite nearbeer currently?
Donna & Tammer: We are enjoying our Creatives West Coast Style IPA right now. This is a tropical, dank IPA that is not overly bitter.
We brewed this with an ancient strain of Kveik yeast. It’s only 44 calories and zero grams sugar per can.
Describe your brews in one sentence?
Donna & Tammer: Our beers are Surreal, healthy, delicious, complex – first to market brews – that taste indulgent, but help you maintain your health goals.
What’s the biggest misconception about NA brews?
Donna & Tammer: People think that all NA beers are healthy, but many are as high in calories and sugar as their alcoholic counterparts. We pride ourselves on our healthy line and with transparency on our labeling.
The NA market seems to be growing rapidly. What’s in store for Surreal and the market?
Donna & Tammer: Non-alcoholic beer is skyrocketing in popularity. According to Neilsen, sales of non-alcoholic beer were up 40% in early 2020 over the same period the previous year. Global Market Insights predicts that non-alcoholic beer sales will surpass $6.4B by 2026 in North America alone.
We agree with analysts that the NA beer market will continue to skyrocket. We expect to see more stores, bars, and restaurants expanding their non-alcoholic beer options.
Surreal has some really interesting things planned in the next 12 months!
