Here’s the story of how one man’s choice to stop drinking led to Virtue Signal Brewing Co., a product designed to make non-alcoholic craft beer the talk of Pittsburgh.
New Non-Alcoholic Craft Beer from Virtue Signal Brewing Co. Takes Over Pittsburgh
For Mike Poggi, choosing to stop drinking nine years ago also meant navigating through the non-alcoholic options on the market. Especially in social settings, he wanted the full-body drinking experience and to reach for something that wasn’t watered down or boring.
When none appealed to him, he made the obvious choice: he decided to make his own.
A craft beer lover at heart, Poggi drew on his knowledge of the beverage and set out to design what he envisioned as both an attractive tasting and looking non-alcoholic beer. A product that didn’t shy away from taste, fun, or flavor.
And thus, Virtue Signal Brewing Co. was born.
“My goal is simple: to make NA mainstream and moderation cool. This is a product where you get everything you love about the taste of a craft beer, but without the next-day fogginess.”
His journey began with years of R&D (research and development) in the industry, learning from existing products and leaders in the space. The result after three years: countless trials, changing methodologies completely, and a product worth getting excited about. You get all the aroma, body, mouth feel, character, and satisfying drinking experience of a traditional craft beer, except for the alcohol.
What Makes Virtue Signal Brewing Different From Other NA Beers?
Unlike other NA beer methods, theirs is unique: they developed a purpose-driven recipe and a specialized fermentation process designed to be non-alcoholic from the start, allowing the full craft flavor to shine through.
“This product is exactly what I was looking for, and what I know countless other people who don’t drink are also looking for. It’s for those who don’t want to drink alcohol but still want to drink alcohol. People are ready for this.”
Along with research and development comes knowledge of the constantly evolving world of non-alcoholic beverages. According to Poggi, Gen-Z are choosing NA beverages. And, not only that, they’re drinking less and drinking better. The ultimate goal for Poggi is to remove the stigma associated with reaching for a non-alcoholic beverage.
“The only category in craft beer that’s growing right now is NA beer. And we’re excited to be a part of that growth.”
Think Local, Drink Better
In a time where people love supporting local businesses, having a local, non-alcoholic beer option will be exciting to see evolve.
What I personally love about Virtue Signal, especially from a marketing perspective, is that every little detail was thoroughly thought out. From the beer names to the can designs and website, it’s more than evident that this brand is in a lane of its own.
Poggi worked with an artist to create the beer can designs that match each beer’s name: Presumed Innocent (West Coast-Style IPA), Boujee Bliss (Belgian-Style Wheat), No Clucks Given (Vanilla Dark).
Oh, and we can’t forget the logo: reminiscent of a halo and devil-horn, to accentuate the sinful goodness of the product. Because, according to Poggi, “it’s provocative, and I wanted to change the conversation and perspective of drinking NA products with a kick-ass brand.”
“I wanted the marketing for the brand to be art for the brand. Every detail was thought out because I want this to be a product people see and immediately gravitate towards.”
Where Can You Find Virtual Signal NA Beer in Pittsburgh?
Currently, you can find cans of Virtue Signal at select restaurants: Mediterra Café (Mt. Lebanon), F&F Pizzeria (Mt Lebanon), and Iovino’s Neighborhood Brasserie. As well as a selection of beer stores: Duffy’s Beer & More, Save on Beer (Cranberry), Hampton Beer Outlet, Hartwood Beer, Bridge City Beverage, Creekside Beer (Sewickley), Presto Beer Distributor, Banksville Beer, and JR’s Beer Warehouse.
To keep an eye out for more locations, keep an eye on their Instagram page.
And as is evident on their cans, their merch, and their website: Never hide your good taste.
Story by Jess Iacullo (@hungryjessbigcity)
Photos Courtesy of Virtue Signal Brewing
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