Best Day Brewing Taps Bakery for Major Rebrand in Heated NA Beer Market

AUSTIN, TX – May 18, 2026 – In a significant move signaling its ambition to dominate the burgeoning non-alcoholic (NA) beverage sector, Best Day Brewing has named Austin-based creative powerhouse Bakery as its new Agency of Record. The partnership tasks Bakery with a comprehensive overhaul of the brand, including the development of a new brand platform, a redesigned packaging system, and a multi-faceted omni-channel campaign set to debut this summer.

This strategic alliance comes as the NA beer category is experiencing explosive growth, transforming from a niche alternative into a mainstream cultural force. The market, which surpassed $1 billion in U.S. sales last year, is projected by some analysts to reach over $34 billion globally by 2033. Best Day Brewing, founded in 2021, has ridden this wave to become the country’s fastest-growing NA beer brand and the second-largest independent, exclusively non-alcoholic brewer.

The Sober-Curious Gold Rush

The partnership is timed to capitalize on a profound shift in consumer behavior. The “sober-curious” movement, largely driven by health-conscious Millennials and Gen Z, has evolved from a temporary trend into a permanent lifestyle choice for millions. Data shows that over 60% of younger consumers now prefer having alcohol-free options in social settings, effectively dismantling the old stigma associated with not drinking. This new generation of consumers isn't just abstaining; they are actively seeking sophisticated, high-quality beverages that align with a wellness-oriented lifestyle without sacrificing the ritual and flavor of a craft beer.

Best Day Brewing has positioned itself at the epicenter of this cultural change. With a portfolio that includes a West Coast IPA, Hazy IPA, and a Kölsch, the brand has focused on delivering authentic craft beer flavor, a key differentiator in a market historically plagued by lackluster taste. The company’s ethos of a “Best Day Yet” aims to empower consumers with choice, allowing them to enjoy social occasions without compromise. This new partnership with Bakery is designed to amplify that message on a national scale, moving beyond the product itself to build an aspirational lifestyle brand.

“Non-alcoholic beer is one of the fastest-growing categories in the country,” said Tate Huffard, Founder of Best Day Brewing, in the official announcement. “We’ve gotten here by breathing fresh life into what was a tired category, pairing a fun, irreverent brand with genuinely great-tasting beer to redefine how people experience non-alcoholic beer.”

Scaling Up for the Big Leagues

While Best Day Brewing has achieved remarkable product-led growth, its decision to hire an Agency of Record marks a pivotal transition toward a brand-led marketing strategy. The move is an offensive play in an increasingly crowded and competitive field. The NA beer aisle is no longer a quiet corner of the store; it’s a battleground where global giants like Heineken—whose Heineken 0.0 holds a commanding 18% of the global market—and Anheuser-Busch InBev compete fiercely with craft disruptors.

The most formidable craft competitor is Athletic Brewing Company, which has skyrocketed to become the 8th largest U.S. brewing company overall, despite producing only non-alcoholic beers. Athletic’s success demonstrates the massive potential for craft-focused NA brands that can build a loyal community and secure widespread distribution.

Best Day Brewing is gearing up for a direct challenge. The company secured $12.5 million in a Series B funding round in late 2024 to fuel its expansion and marketing efforts. Now available in over 15,000 locations across 46 states—including major retailers like Whole Foods, Target, and Kroger—the brand has the footprint necessary for a national campaign. The partnership with Bakery is the engine intended to power that push.

Huffard elaborated on the strategic thinking behind the choice, stating, “As we continue to scale rapidly, it’s critical that we partner with teams who can help us build what comes next. Bakery has built brands in competitive consumer categories that go on to define the conversation, not just join it, and they know how to build the marketing system that gets them there.”

From Shelf to System: The Bakery Blueprint

Bakery brings a formidable reputation to the table, known for its work igniting brand obsession for cultural heavyweights like Nike and beverage conglomerate Diageo. The agency’s role extends far beyond creating advertisements. It is tasked with architecting a complete brand system, from visual identity on the can to digital presence and in-store experience.

“Best Day isn't riding the NA wave, they're building something that will define the category,” noted Jacqueline Thompson, Partner and COO of Bakery. “Our job is to make sure the creative and the marketing system are strong enough to match where this brand is headed.”

One of the most critical and complex components of this overhaul will be the packaging redesign, slated for a full rollout in 2027. In the world of consumer-packaged goods (CPG), the package is the product's most vital marketing tool at the point of sale. A successful redesign must not only capture attention on a crowded shelf but also communicate the brand’s premium quality and cultural relevance in a split second. Executing this refresh across a retail network of over 15,000 stores presents a significant logistical challenge, requiring tight coordination of supply chain, distribution, and retail partnerships.

The first creative work from the partnership is expected to launch this summer, followed by additional campaigns for the holiday season. This phased approach suggests a deliberate, long-term strategy to build momentum and systematically capture consumer mindshare. For Best Day Brewing, this collaboration is more than a marketing expense; it's a foundational investment in its quest to become a defining name in the future of drinking.