With health-conscious consumers representing a bigger market segment than ever before, The Ethical Drinks Company (TEDCO), which owns Yeah Nah beer and I Love Cocktails, has shared ambitious plans for its non-alcoholic portfolio in the months ahead.
Founded by Jason Redfern, TEDCO has already made significant strides in Singapore, where it has secured national retail distribution, as well as expansion into China, Korea, Japan and other Southeast Asian markets. And with more and more Australians opting for no-alcohol alternatives, a busy summer is underway in Australia.
Describing Yeah Nah as a beer “that challenges drinkers to go out and live their best lives”, Redfern is optimistic about capturing market interest in Australia, where non-alcoholic beers currently account for 45 per cent of non-alcoholic beverage sales and 10 per cent of the overall beer market.
“We believe in a zest for life. Yeah Nah is for people who love the taste of beer but value waking up refreshed, without the hangover or health impacts. It’s about finding a positive balance,” he says.
With sales of non-alcoholic beer expected to double in the next four years in Australia, Yeah Nah is expanding its national presence through a distribution partnership with First Sip Group, targeting both the on- and off-premise.
Rylee Martin, First Sip Group Managing Director, commented: “We’re excited to work with Yeah Nah and their progressive team. After evaluating the category, we couldn’t overlook the quality of Yeah Nah’s product and their innovative marketing approach. We look forward to bringing the brand to consumers nationwide.”
The distribution deal is supported by new partnerships with Brisbane Lions AFL player Mitch Robinson and social media influencers the Reese Brothers to raise brand awareness, kicking off with a national advertising campaign on sporting radio network SEN.
To support Yeah Nah’s national expansion, the brand has also partnered with Surf Life Saving Australia, becoming an official partner of the Australian Surf Live Saving Championships and the Ironman Series.
John Brennan of Surf Life Saving Australia says: “We’re thrilled to partner with Yeah Nah. This collaboration reinforces our commitment to water safety, wellness, and community. With almost one in 10 coastal drowning deaths caused as a result of alcohol, we want to address this while keeping the spirit of Australian social culture alive. Yeah Nah lets us enjoy the great taste of beer while staying safe and refreshed for tomorrow’s activities.”