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Dry January Trends - Indeed Brewing Company Releases Hoopla Hop Water on Tap

New Morning Consult data published this week shows that 19% of adults plan to participate in Dry January, up from 13% last year. Half plan to abstain completely, while the other half plans to scale back their drinking habits.

To meet the rising demand of the sober-curious trend, Indeed Brewing Company has released its latest craft beverage, Hoopla Hop Water.

Bustling with bubbles and hops, Hoopla Hop Water contains no alcohol and is a crafty alternative to Indeed's lineup of barley pops. Containing the essence of a beer without the booze, this hoppy spritzer boasts Sultana and Mosaic hops for citrusy and earthy flavors with low bitterness. Indeed's refreshing Hoopla Hop Water is available on tap and in crowlers to-go at its taprooms in Minneapolis and Milwaukee.

“Our research and development team created and perfected our recipe for Hoopla at our pilot brewery in Milwaukee,” says Ryan Brandy, sales director at Indeed. “We’re excited to offer a non-alcoholic craft beverage for our fans who are enjoying Dry January or want to mix in an NA option at the brewery."

MEDIA OPP: Can we schedule a time to meet you in the taproom to try Hoopla and taste the craft side of Dry January?

We’d love to connect you with Ryan for more information on Hoopla and how Indeed is innovating its lineup to include non-beer alternatives in its Minneapolis and Milwaukee taprooms.


About Indeed Brewing Company:

At Indeed Brewing Company, we’re cultivating an artfully eclectic line-up of beers from the heart of Northeast Minneapolis and our new home in the Walker’s Point neighborhood of Milwaukee. Indeed’s diverse offerings are anchored by its flagship Day Tripper Pale Ale, driven by new hits like Flavorwave IPA and Mexican Honey Light, and elevated by its Wooden Soul series of wild, sour, and barrel-aged beer. Well-known as an engaged and community-oriented brewery, Indeed’s taprooms are warm, welcoming, and home to Indeed We Can, the company’s employee-driven charitable giving program, which donates 100% of taproom net profits to an employee-sponsored local nonprofit every Wednesday of the year. Indeed believes innovation isn’t just one thing—it’s a culture created around good people, good beers, and good experiences. Join them in the pursuit of what’s good. There’s more to explore at



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