Jim Koch, founder & brewer of Samuel Adams, once said he would never brew non-alcoholic beer - then years later, he drank his words. Enter Just The Haze. 

As Dry January kicks off, it’s no secret that more and more drinkers are becoming sober-curious, with Uber Eats reporting a 300% increase in non-alcoholic beverage orders. But participating shouldn’t mean sacrificing taste. Just the Haze has all the flavour and aroma of a juicy, hazy IPA and packs an upfront citrus aroma with hints of grapefruit, tangerine and lime, complemented by tropical and stone fruit notes.  

Recently voted best non-alcoholic beer in the country at the Great American Beer Festival, Just The Haze is truly the beer lover’s non-alcoholic beer. And Samuel Adams is so confident in the brew that they put beer fans’ taste buds to ultimate test: a dunk tank filled with beer. Drinkers were tasked with picking Just The Haze out of a lineup of Samuel Adams brews, and the results truly made a splash (pun intended).