Hedlum
1 known investors
Hedlum is a New York-based brand of craft-style non-alcoholic beers, led by IPA-style varieties under 0.5% ABV.
Also known as Hedlum Brewing Company
Founders & leadership
Investors · 1
Company profile
researched Aug 2026Hedlum is a beverage brand producing craft-style non-alcoholic brews inspired by classic beer styles. Its initial products were two IPA-style variants, "Juicy Boom" and "Wild Haze American," sold in 12 oz cans at 70 calories each and under 0.5% alcohol by volume, positioned to replicate the aroma, head and mouthfeel of a craft IPA. Target retail pricing at launch was $11.99-$14.99 per six-pack.
The brand is based in New York and is also listed under the name Hedlum Brewing Company in Stratford, Connecticut, with no physical brewing location of its own; its beers are contract brewed by another brewery. Its catalog has expanded beyond the initial IPAs to include additional low-alcohol (0.5% ABV) products such as Easy Down Lager-Style, Grapefruit Love, Lemon Lime Beats and Rogue Wave.
Founding story
Hedlum was co-founded by beverage sales executive Timothy Dwyer, previously Chief Revenue Officer of publicly traded Flow Water Inc. and holder of senior roles at Vita Coco, PepsiCo and Red Bull, together with business partner Michael Scissons, an entrepreneur, founder of Careerlist, former Anheuser-Busch InBev executive and ZX Ventures board member. The founders cited the growth of the non-alcoholic beer segment and shifting multi-generational alcohol consumption patterns as the impetus for the brand.
Business model
Hedlum sells packaged non-alcoholic beer through the traditional three-tier beverage system, working with beer distributors to reach on-premise accounts and, subsequently, retail stores. It does not operate its own brewery; production is contracted to a third-party brewery.
Traction
As of the BeerAdvocate listing, Hedlum had six beers, all active, with 15 total ratings and an average score of 3.47; individual product ratings ranged from 3.21 to 3.57, with recorded activity extending into 2026.
Latest developments
The product line has broadened past the two launch IPAs to include Easy Down Lager-Style, Grapefruit Love, Lemon Lime Beats and Rogue Wave, all at 0.5% ABV.
▸Full profile — market position, go-to-market, geography
Market position
Hedlum entered the non-alcoholic craft beer category as a new brand in 2023, competing on taste replication of classic IPA styles and competitive six-pack pricing.
Go-to-market
The brand launched on the East Coast in summer 2023, beginning with on-premise placements and planning retail store distribution shortly thereafter. Its first distributor was Clare Rose Inc., which also carries brands including Stella Artois, Heineken, Michelob Ultra and Budweiser; the initial market focus was Nassau and Suffolk Counties, with a Tri-State go-to-market strategy for the remainder of 2023.
Consumers seeking alternatives to alcoholic beer, including social and session drinkers who want a craft IPA-style taste experience without alcohol.
Geography
Based in New York, with an operating listing in Stratford, Connecticut, and initial distribution focused on the New York Tri-State area, starting in Nassau and Suffolk Counties.
Compiled by commissioned research from 3 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 2
launches, deals, and filingsHedlum signed Clare Rose Inc. as its first distributor, with initial focus on Nassau and Suffolk Counties and a Tri-State go-to-market strategy through the remainder of 2023.
Hedlum introduced its first two IPA-style non-alcoholic craft brews, "Juicy Boom" and "Wild Haze American," in 12 oz cans at 70 calories and under 0.5% ABV, with a target retail price of $11.99-$14.99 per 6-pack, launching on the East Coast in summer 2023.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 3
primary sources listed
- Hedlum Non-Alc Brews Launch in New York Tri-State Area | Brewboundbrewbound.com · web
3 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Hedlum do?
- Hedlum is a New York-based brand of craft-style non-alcoholic beers, led by IPA-style varieties under 0.5% ABV.
- Who founded Hedlum?
- Hedlum was founded by Sonam Saggar.
- Who are Hedlum's investors?
- Hedlum's investors include Habitat Partners.