In recent years, the world of craft beer and artisanal beverages has exploded, giving rise to a host of new and inventive flavors and styles. Amidst this explosion, one brand managed to capture the attention of both beer enthusiasts and casual drinkers alike: Not Your Father’s Root Beer. A product that defied expectations and blurred the lines between beer and soda, Not Your Father’s Root Beer has become a household name, transforming a traditional nostalgic drink into a beverage that is both contemporary and edgy.
A New Twist on a Classic Flavor
Root beer, an iconic American soft drink with roots that trace back to indigenous cultures, has long been associated with sweet, comforting flavors. Traditionally brewed using a variety of roots, herbs, and spices (with sassafras being one of the primary ingredients), root beer has always been an indulgent treat, typically enjoyed by children and adults alike as a soda or float. But Not Your Father’s Root Beer took a radically different approach: it is an alcoholic root beer that presents a bold reimagining of this classic drink.
Developed by the small brewery Small Town Brewery, Not Your Father’s Root Beer combines the beloved flavors of traditional root beer with the alcohol content of a beer, making it a hybrid that appeals to both beer drinkers and soda fans. The drink is brewed with a variety of spices, vanilla, licorice, and caramel, which, when paired with the alcohol, creates a drink that tastes remarkably like root beer but with a kick. At 5.9% ABV, it’s not just an homage to the soda—it’s an adult-friendly version that delivers a refreshing, sweet taste while providing a gentle but noticeable alcohol buzz.
The Beginnings of Small Town Brewery
Small Town Brewery, based in Wauconda, Illinois, was founded by Tim Kovac, who had a background in both brewing and marketing. Tim’s inspiration for creating Not Your Father’s Root Beer came from a long-standing desire to craft a beverage that could bridge the gap between beer drinkers and those who don’t usually reach for a cold one. Kovac’s goal was to create a product that felt familiar to those who may not have a taste for beer, but wanted to enjoy an adult beverage in a comfortable, easy-to-drink form.
The idea of blending root beer with alcohol wasn’t exactly novel—hard root beers existed in niche markets before—but what set Not Your Father’s Root Beer apart was the depth of flavor and the smoothness of the product. Unlike many other hard sodas on the market, which often lean too heavily on sugary, artificial tastes, Not Your Father’s Root Beer was crafted to be a complex, layered beverage that was both flavorful and approachable. The product’s balanced sweetness combined with a subtle but rich alcoholic base helped distinguish it from the competition.
Breaking Into the Market
When Not Your Father’s Root Beer was first introduced in 2012, it made a significant impact on the craft beverage landscape. Root beer-flavored alcohol wasn’t new, but the quality and attention to detail that Small Town Brewery put into the product caught the attention of consumers. The combination of nostalgia and innovation proved irresistible, and the brand quickly gained a following.
What also helped the brand succeed was its marketing. Instead of marketing the product as a typical beer or alcohol, Not Your Father’s Root Beer was positioned as a “soda for adults,” emphasizing the fact that it was a beverage that could be enjoyed by both non-beer drinkers and people who were looking for something different in their craft beer experience. The name itself was cheeky and humorous—suggesting that this was a drink for grown-ups, while still retaining the nostalgic appeal of traditional root beer.
By tapping into a segment of the market that was looking for something sweet, fun, and different, Small Town Brewery managed to carve out a niche in a competitive beverage space. But the success of Not Your Father’s Root Beer wasn’t purely based on novelty—it was a reflection of broader trends in the alcohol market that favored sweeter, more flavorful beverages and a growing interest in flavored beers and ciders.
The Growth of Hard Soda
When Not Your Father’s Root Beer entered the market, it was part of a larger trend in the alcohol industry towards flavored alcoholic beverages, often referred to as “hard sodas.” Hard sodas, which are alcoholic versions of classic sodas like root beer, cream soda, and cola, became increasingly popular in the mid-2010s. These beverages appealed to a younger, more diverse crowd, many of whom were not regular beer drinkers.
The rise of hard sodas was driven by a combination of factors. First, there was a broader cultural shift towards craft beverages, where consumers were becoming more adventurous in their drink choices, willing to explore new flavors and styles. Second, there was a desire for lighter, sweeter drinks that could offer the taste and sweetness of soda, but with an alcoholic punch. Hard sodas often had lower alcohol content than traditional beer, but their sweet, effervescent flavors made them an easy and enjoyable choice for casual drinkers.
Not Your Father’s Root Beer played a significant role in bringing hard sodas into the mainstream, and its success helped pave the way for other brands in the space. It wasn’t just a drink—it was a cultural phenomenon, and as its popularity grew, it also sparked the interest of larger beverage companies.
Acquisition by Pabst Brewing Company
In 2016, just a few years after its initial launch, Small Town Brewery’s Not Your Father’s Root Beer caught the attention of one of the largest beer companies in the United States: Pabst Brewing Company. Pabst, a major player in the beer industry known for brands like Pabst Blue Ribbon (PBR), acquired Small Town Brewery, bringing Not Your Father’s Root Beer into its portfolio of brands.
For many, this acquisition was a sign that the hard soda trend had officially gone mainstream. The partnership with Pabst allowed Small Town Brewery to scale up production and distribution, getting Not Your Father’s Root Beer into more stores, bars, and restaurants across the country. It also gave Pabst access to the rapidly growing hard soda market, which was seen as a key growth area in the beverage sector.
Although some craft beer purists expressed concerns over the commercialization of Not Your Father’s Root Beer, the move ultimately gave the product the financial backing and infrastructure it needed to reach an even broader audience. The acquisition also reinforced the idea that hard sodas were not just a fad but a legitimate part of the beverage landscape, with staying power.
The Legacy of Not Your Father’s Root Beer
As of today, Not Your Father’s Root Beer continues to be a popular choice among those who are looking for a sweet, nostalgic drink with an alcoholic twist. The brand’s success has inspired the development of other flavored alcoholic beverages and hard sodas, further cementing the category as an integral part of the craft beverage movement.
The drink has also spawned several variations, including higher ABV versions, flavored variants (such as Not Your Father’s Ginger Ale), and limited-edition releases. This evolution of the product has helped maintain consumer interest, ensuring that Not Your Father’s Root Beer remains relevant even as the market for craft beverages becomes more saturated.
Perhaps most significantly, the rise of Not Your Father’s Root Beer highlights a broader trend in the beverage industry toward experimentation, nostalgia, and a focus on quality ingredients. It’s a testament to the fact that even classic flavors can be reinvented in new and exciting ways, and that there’s always room for innovation, even in markets that may seem saturated.
The Future of Hard Sodas and Not Your Father’s Root Beer
As the alcohol industry continues to evolve, it’s clear that Not Your Father’s Root Beer will likely continue to be a major player in the hard soda space. While competition from other brands like Henry’s Hard Soda and Coney Island Brewing Company exists, Not Your Father’s Root Beer remains one of the most well-known and beloved brands in the category.
The future of hard sodas, in general, is uncertain. Consumer preferences are always shifting, and with the rise of low-alcohol, health-conscious, and functional beverages, it’s possible that the hard soda trend could evolve or fade. However, as long as there are people looking for a sweet, refreshing, and easy-drinking adult beverage, it’s likely that products like Not Your Father’s Root Beer will continue to enjoy a devoted fan base.