Ex Novo launches NovoLyte electrolyte hop water for nonalcoholic market

Ex Novo Brewing Co. introduced NovoLyte on Dec. 29, adding an electrolyte hop water to its beverage lineup that blends citrus and tropical hop notes with 10 percent coconut water. The nonalcoholic drink contains no ABV, sugar, carbs or gluten and is intended to provide a craft-forward alternative to both beer and standard sparkling water.

NovoLyte was developed after about two years of experimentation by Ex Novo's team. Founder and CEO Joel Gregory said the company "really start[s] with our water chemistry and making sure we have very purified RO, reverse osmosis water. And then we’re adding our salts in there to add the electrolytes to our specified level." He described the production process as similar to brewing beer: "We send this product to a fermenter just like any one of our beers where we are adding hops in kind of a dry-hopping regimen like we would for a beer. And then we have some more proprietary things that we’re adding in the brite tank for packaging. So it’s overall not too dissimilar from brewing a beer, except for that we’re not using any malt products or yeast. All the other equipment that we’re using is the same."

Ex Novo plans a classic version of NovoLyte plus a rotating seasonal hop water. The first seasonal flavor, with a release date to be determined, will be a kiwi-lime-honeydew blend described as "juicy, cooling and lightly tropical." NovoLyte was initially made available at Ex Novo's two taprooms and will expand to retail outlets locally before pursuing broader distribution and national chains.

The launch coincided with Dry January, a trend that could boost early sales as residents temporarily abstain from alcohol. Gregory framed NovoLyte as a beverage for people who "didn’t really feel like having beers" at social gatherings and for those who find plain sparkling water lacks a craft experience. He added, "This can be a substitute if you don’t feel like drinking. This can be something where you’re also having a few beers and this is the perfect thing to mix in. It’s going to make you feel better. I think across the country we’re seeing some different trends in drinking for sure. We have people drinking a little bit less alcohol, but also wanting interesting combinations and interesting approaches to their beverages. The whole expanding enhanced water segment of the grocery store that didn’t exist a few years ago was just plain sparkling water. Now it’s blowing up."

For Sandoval County consumers, NovoLyte expands local nonalcoholic options at both on-premise venues and, soon, retail shelves. The product may appeal to customers seeking low-calorie, gluten-free and electrolyte-enhanced drinks, and it gives bars and restaurants another nonalcoholic offering that preserves craft flavors. Ex Novo Brewing Co. operates at 701 Central Ave. NW and 4895 Corrales Rd. More information is available at exnovobrew.com.