1oz: The NA Beer Paradigm Shift
NOT YOUR DAD'S NON-ALCOHOLIC BEER
Non-alcoholic beer has evolved past its origin as an athletic recovery niche or a quiet alternative for non-drinkers. NA beer demand in Phase 1 was primarily driven by the "need-based" consumer (sobriety/performance). Athletic recognized this entry point, and exploited the shit out of it. However, demand has transitioned into Phase 2, driven by the "want-based" consumer choosing non-alcoholic drinks for lifestyle, social occasions, and desire-driven moderation.
Long before Phase 2 took hold, we recognized that the Creative Class—musicians, artists, and cultural tastemakers—would serve as the gatekeepers to mainstream adoption. Major moves by Phase 1 incumbents to sponsor music festivals confirm the market has shifted toward social occasions. Self Care didn't pivot to capture the Creative Class; we built the brand for them from day one.
Pictured: PNW Musician Shaina Shepherd enjoying a Self Care beer with her picture on it backstage at Seattle's Moore Theater for the SMASH Seattle yearly benefit show.
"NA beer is no longer about skipping a drink. It's about choosing a better one."
2019 - Music-Centric Branding
Parent company Three Magnets released music industry collaborative beers before Self Care's existence. Music is our identity.
2023 - Self Care & Bumbershoot
After collaborations with Sub Pop and Ben Gibbard, Self Care partners with Seattle's premier music and arts festival Bumbershoot.
2025 - Athletic & Warped Tour
In a move that validated Self Care's entire branding model, Athletic brewed an official NA beer for Van's Warped Tour.
2oz: The Intuitive Brand Advantage
BUILT-IN BRAND EQUITY & RECOGNITION
Building a brand from scratch usually requires millions of dollars in marketing spend just to teach consumers what a made-up or esoteric name means. "Self Care" bypasses that hurdle entirely. By attaching directly to an existing, deeply ingrained daily human ritual, the brand name instantly convey's its overarching use-case the second a consumer sees it on a shelf or menu.
Rather than positioning non-alcoholic beer as a health compromise or a rigid mandate, the name frames moderate drinking as an act of personal wellness and intentional living. This intuitive association eliminates purchase friction at the retail shelf, allowing us to redirect capital away from high-cost explainer campaigns and straight into driving retail distribution and cultural velocity.
2019: The Luxury Niche
Pre-pandemic, "self care" was a boutique buzzterm. It was synonymous with indulgence—expensive spas, high-end skincare, and an occasional luxury rather than a daily requirement.
'20 to '21: Survival Pivot
The pandemic fundamentally re-evaluated the term. Self-care shifted from "luxury" to "survival." As the world holed up, the term became synonymous with mental health preservation and finding sanctuary at home.
'22 to '24: Wellness Boom
As the broader wellness economy rocketed toward $6.8 trillion (according to the Global Wellness Institue), this era birthed the "Digital Detox" and active mood management. Consumers were no longer just coping; they were seeking functional tools to manage their internal states.
2025: The New Normal
Today, self care is no longer a "practice"—it is a strict requirement, as exemplified by the smart drinking and moderation mandates currently driving the industry, and widespread adoption by mainstream events. Pictured: Bumbershoot
"Why spend millions teaching consumers a new word when you can own the ritual they already practice?"
Cognitive Fluency
Millions of consumers already practice, search for, and discuss "Self Care" daily—our name hooks directly into that organic mental pipeline.
Immediate Shelf Pull
In a crowded retail fridge, "Self Care" communicates intentional wellness and premium enjoyment instantly without needing a back-label explanation.
Capital Efficiency
Eliminates the millions of dollars legacy brands waste on high-friction explainer campaigns, redirecting those funds into capturing mainstream cultural relevance.
3oz: The "Flexi-Drinker" Opportunity
Unlocking the 80%:
Capturing the Social Crossover
Nearly 80% of non-alcoholic beer drinkers actively consume traditional alcohol as well. They aren't looking to define themselves by total abstinence—they are "flexi-drinkers" pacing themselves at concerts, pairing drinks with food at restaurants, or choosing premium weekday alternatives without compromising on craft flavor or liquid quality.
While Phase 1 NA brands focused heavily on athletic recovery and strict sobriety, Self Care targets this massive, high-margin lifestyle market. By embedding our brand directly into social occasions—from live venues to craft cocktail bars—we capture high-intent consumers in environments where willingness to pay is highest, expanding the total addressable market beyond traditional non-drinkers.
Pictured: A local bar regularly sells our Self Care to the same customers who are drinking alcoholic cocktails.
"Phase 1 NA built a niche around recovery and total abstinence. Self Care captures the 80% pacing themselves in high-margin social settings."
High-Intent Social Occasions
From high-profile cultural gatherings like Macklemore’s The Residency fundraiser at Seattle’s iconic Showbox Market to premier concert venues, Self Care captures consumers where willingness to pay is highest—proving that premium flexi-drinkers demand authentic NA options in elite nightlife and live entertainment settings.
Expanded Total Addressable Market
When culinary tastemakers like Chef Carlo Mirarchi reach out directly to feature Self Care across his legendary Roberta’s Pizza locations in Brooklyn and Los Angeles, it proves our food-pairing authority. Capturing flexi-drinkers in celebrated dining institutions converts high-intent foodies into loyal, high-frequency brand advocates.
4oz: Authentic Cultural Stewardship
CULTURE CREATORS, NOT SPONSORSHIP GIMMICKS
Corporate brands treat culture as a transactional line item—buying stage signage, paying influencers to hold cans, and manufacturing "authenticity" through PR agencies. Conversely, Self Care took the opposite path. Born directly out of the Pacific Northwest indie music and creative community, the brand built its cultural equity through long-term, hands-on investment.
A prime example is Scherler Sundays: a free community concert series established in 2022 that has hosted over a hundred acts, to-date. By building platforms alongside underground artists and local venues from the ground up, Self Care has earned a level of genuine advocacy and brand loyalty that corporate capital simply cannot buy.
"Corporate capital can rent short-term cultural relevance—true cultural authority must be earned through authenticity and perseverance."
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5oz: Undeniable Critical Consensus
UNANIMOUS GATEKEEPER ACCLAIM
While Phase 1 competitors bought shelf space with venture capital, Self Care earned its reputation in blind taste tests. When James Beard Award-winning beverage journalist Jordan Michelman conducted a comprehensive roundup of macro, craft, and imported NA beers for Taste Cooking, Self Care was crowned the Best All-Around NA Brewery.
"Olympia, Washington’s well-regarded (and oft-awarded) Three Magnets Brewing Co. launched a sub-brewery dedicated to NA beer at the height of the COVID-19 pandemic. Today it’s one of the very best NA breweries in the country, full stop, offering a kaleidoscopic range of beers in every style and flavor, from hazy IPAs to goses and coffee stouts. Its website sports dozens of distinct releases, changing and selling out and updating all the time, like any hype brewery worth its salt. I’ve never had a bad beer from Self Care, but their Citra Circus Cerveza in particular is a triumphant Mexican lager–style beer. What other NA beer brand is naming IPAs after Ween songs and collaborating with Ben Gibbard?"
From legacy newsrooms to craft purists, our NA beer consistently holds its own against the biggest names in the category.
"We didn't buy our acclaim through ad spend. We earned it in blind taste tests against the world's biggest brands."
VinePair
The only non-alcoholic beer brand named in their "20 Breweries to Watch in 2025" roundup.
The Oregonian
Voted top NA craft brew in head-to-head regional testing, beating out heavyweights such as Athletic Brewing.
Sip Magazine
Four consecutive years of Platinum in the Best of the NW Craft Beer Awards, beating out all of the PNW major players.
Chicago Tribune
Crowned "My Dry-January Favorite" alongside the prestigious Untitled Art, beating out major national brands.
6oz: Capital Efficiency & Organic Velocity
CAPITAL EFFICIENCY & PROVEN RETAIL VELOCITY
Our targeted regional retail rollout in boutique grocery in the Pacific Northwest had one primary objective: gather audited NielsenIQ data to prove authentic consumer demand. Mission accomplished. Self Care consistently punches far above its weight class, earning top-tier NielsenIQ Brand Scores among audited pure-play NA craft brands.
Operating with near-zero paid promotional ad spend, our products regularly outperform legacy competitors whose marketing budgets dwarf our own. While rolling third-party retail scores naturally fluctuate week-to-week based on promotional cycles, our underlying velocity proves that organic brand equity translates directly into high-margin, repeat retail turns.
"Capital-efficient growth: near-zero paid ad spend yielding top-tier NielsenIQ scores and category-leading shelf velocity."
Leading NielsenIQ Brand Score
Captured the #1 NielsenIQ Brand Score among audited pure-play NA craft brands earlier this year, proving elite organic shelf appeal along key regional corridors.
+50% Shelf Velocity Premium
In that same audit, Self Care boasted a $31.5k overall retail shelf velocity compared to a $21k category baseline average, confirming high-intent repeat buys without relying on heavy promotional ad burn.
7oz: Organic Market Pull
COMMERCIAL DEMAND DRIVEN BY CONSUMER PULL
The legacy beverage playbook relies on brute-force capital—paying astronomical slotting fees and burning cash to force products onto retail shelves before paying one's dues. Self Care operates on a completely different paradigm: pure, unprompted market pull. Major institutions and retail giants are approaching us directly because their key decision-makers and patrons are actively seeking out our beer.
When Lumen Field needed a premium non-alcoholic option for the 2025 sporting season, they reached out to carry Self Care for Seattle Sounders and Seahawks fans.
That same organic pull opened doors at Costco Wholesale. After encountering our booth at a regional beer festival, a Costco buyer approached us because his boss called Self Care his favorite non-alcoholic beer. That single organic connection sparked an initial five-event Costco Roadshow run, which quickly expanded into five additional scheduled events—paving a clear, performance-backed path toward potential semi-permanent placement.
"When a major professional sports stadium and a Costco Wholesale buyer reach out organically, you aren't pushing product—the market is pulling you onto the shelf."
Seattle Sounders FC fans enjoying Scherler Easiest at Lumen Field.
Self Care at Lumen Field when the Seahawks won the NFC Championship.
Self Care at the SODO Seattle Costco Wholesale.
8oz: The Early Adopter Advantage
SIX YEARS LAYING THE GROUNDWORK FOR NATIONAL SCALE
Instead of rushing prematurely into regional wholesale, we spent six years quietly planting seeds across all 50 states through our direct-to-consumer platform. By shipping directly to craft beer’s trendsetting early adopters—the exact tastemakers who drive broader retail adoption and shape upcoming market trends—we established deep brand loyalty and organic consumer awareness nationwide from day one. Those seedlings have taken root, and are now being nurtured to one day bear fruit. This is something that brands just now entering the market cannot retroactively obtain.
Securing early national exposure allowed us to capture major media recognition in key markets across the country when the category was taking shape—a level of organic press and cultural authority that has to be earned. Paired with six years of granular DTC purchasing data, these nationwide seeds give us a fully validated, de-risked blueprint for placement in high-velocity retail channels.
"We spent the last six years planting seeds nationwide—earning national media recognition and early-adopter loyalty before the market got crowded."
Nationwide DTC Network
Six years of direct shipping establishing deep brand roots and organic customer relationships in nearly every major U.S. market.
Early Media Authority
Widespread regional and national press coverage captured early, creating cultural equity newly launched brands can't retroactively buy.
De-Risked Expansion Data
Six years of real-time purchasing data mapping proven consumer velocity to fuel immediate wholesale and retail rollouts.
9oz: Portfolio Depth & Retail Evolution
COMPLETE CATEGORY COVERAGE—ZERO R&D LAG
Our retail footprint is primarily in the Oregon and Seattle markets, and is anchored by four distinct flagships engineered to capture every major consumer flavor profile—from macro-beer switchers to die-hard craft IPA loyalists. Behind this core lineup sits an extensive R&D vault of over 100 consumer-validated recipes, giving an institutional partner an immediate, turnkey pipeline for seasonal releases, regional exclusives, or strategic line extensions without R&D lag.
Each flagship is purposefully benchmarked against category incumbents to guarantee instant consumer familiarity and shelf pull across every drinking occasion. Coupled with a clear packaging transition plan—moving from boutique 16oz 4-packs to high-velocity 12oz 6-packs—Self Care presents a turnkey portfolio ready to plug directly into national grocery networks.
"Four category-covering flagships benchmarked against market leaders, over 100 turnkey vault formulas, and a clear packaging roadmap for mass retail slotting."
SCROLL TO SEE FLAGSHIP BEERS >>
Scherler Easiest Lager
Competitive Targets: Bud Zero, Coors Edge, Heineken 0.0, Athletic Lite and Corona NA.
Positioning: Offers the "Smart Drinking" consumer a crisp, authentic craft alternative to the corporate default.
Freak Flag Hazy IPA
Competitive Targets: Sam Adams Just the Haze, Athletic Free Wave, and Sierra Nevada Trail Pass.
Positioning: Leads with authentic indie cred and premium ingredients that out-performs macro-incumbents in body and aroma.
Prague Rock Dark Czech Pils
Competitive Targets: Guinness 0.0, Deschutes Black Butte NA, and Athletic All Out Stout.
Positioning: A high-identity, complex liquid built for the discerning palate and culinary food pairings.
Cascadia Super Gose
Competitive Targets: Consumers that fall through the cracks (cider/seltzer drinkers), and a "psyop" to capture Athletic’s performance demographic.
Positioning: Our fruited "sweeper" that introduces active lifestyle consumers to a culture-forward brand that resonates with them on a deeper, more personal level.
Packaging Formats Built for Channel Dynamics
Our flagships are currently packaged in 16oz 4-packs, which serve as a high-margin, authentic "craft" signal for independent bottle shops, specialty taprooms, and boutique grocers. However, we are prepared to launch 12oz 6-packs tailored specifically to traditional grocery chain slotting requirements, velocity expectations, and target shelf price points, depending on market opportunities.
Strategic Visual Evolution for Major Retail
Our current aesthetic was intentionally engineered to win over early adopters, craft gatekeepers, and the Creative Class. We recognize that scaling into tier-1 regional and national grocery chains calls for a more unified, cohesive brand architecture, and are prepared to deploy a streamlined packaging system for flagship beers when the time is right, optimized for high-speed shelf turn and broad consumer recognition.
10oz: Omnichannel R&D
Real-Time Market Validation Before National Grocery Rollout
We don't guess what the market wants; we let real consumer purchase behavior tell us. By utilizing our Direct to Consumer (DTC) platform and flagship taproom as an active research laboratory, we launch small-batch, limited-edition innovations directly to our core community. High-margin DTC releases generate immediate sales velocity while simultaneously providing hard re-order and rating metrics.
Only the highest-performing, consumer-validated liquid formulas graduate from our R&D pipeline into wholesale production—ensuring distributors and retail buyers receive products backed by proven demand, zero guesswork, and built-in brand buzz.
"Zero guesswork: line extensions are market-tested and proven by real fans before touching a distributor's truck."
Agile DTC Release Window
Small-batch releases are launched directly to our most engaged brand loyalists (Care Club Members) via our Direct to Consumer web store, yielding real-time velocity data.
Data-Backed Formula Refinement
Consumer ratings and re-order frequencies determine which recipes earn a permanent spot in our commercial portfolio before committing capital to full-scale production.
De-Risked Retail Slotting
When a new product hits regional distributor routes or grocery shelves, it arrives with a pre-built fanbase and verified demand—significantly lowering slotting risk for retail buyers.
11oz: Proprietary Process & Craft Pedigree
REAL BEER BREWED BY REAL BREWERS
We explicitly reject standard industry shortcuts. We refuse to use dealcoholization machinery that strips away delicate fermentation esters, and we avoid capped fermentation that halts early and leaves a sweet, unfermented wort flavor. Instead, we brew directly to low ABV using a proprietary fermentation cycle—delivering native craft character, aroma, and body on standard brewery steel.
Self Care isn't a celebrity pet project hiding a mediocre liquid behind a white-labeled formula or a famous face. We’ve been brewing award-winning craft beer at Three Magnets since 2014, pouring over a decade of commercial brewing science directly into engineering our non-alcoholic process.
"No dealcoholizers stripping esters. No capped fermentation leaving sweet wort. Just real beer engineered by award-winning craft brewers."
Native Ester & Aroma Retention
Runs a full, authentic fermentation cycle that naturally creates delicate hop aromatics, complex yeast esters, and proper craft beer mouthfeel.
Complete Fermentation Cycle
Explicitly rejects capped fermentation shortcuts, ensuring zero heavy, unfermented wort flavors, cloying sweetness, or unfermented sugar profiles.
10+ Years Craft Pedigree
Built on over a decade of commercial brewing science at Three Magnets, and six years working directly with experimental NA yeast manufacturers.
12oz: CapEx-Light Scalability
BYPASSING THE MULTI-MILLION DOLLAR BOTTLENECK
Legacy NA craft brands are trapped in a costly double-bind. First, they rely on multi-million-dollar dealcoholizers that strip out critical fermentation esters and delicate hop aromatics alongside the alcohol. Second, stabilizing that processed liquid traditionally requires massive, space-prohibitive tunnel pasteurizers whose intense heat literally cooks the beer, accelerating oxidation and causing stale off-flavors on store shelves.
While we currently utilize batch pasteurization for grocery distribution, brewing science has caught up with our vision over the past six years. Through proprietary brewing IP and next-generation cold-side stabilization, we have successfully eliminated both flavor degradation and CapEx bottlenecks for our DTC lineup. This allows much more flexibility in finding a strategic partner.
"Zero dealcoholizers. Zero heat-cooked beer. Just native fermentation esters, modern cold-side stability, and turnkey scalability on standard steel."
Zero Equipment CapEx
Eliminates multi-million dollar dealcoholizers; brews directly to low ABV using standard commercial fermenters on any existing production deck.
Cold-Side Stabilization
Bypasses space-prohibitive $1.5M+ heat tunnel pasteurizers by leveraging modern non-thermal stability innovations, preserving both capital and liquid freshness.
Turnkey Contract Scale
Utilizes a brewing process that plugs seamlessly into co-packing facilities or regional partner steel without custom retrofits.
13oz: Turnkey Logistics & Margin Arbitrage
Unlocking "Bonus profit" Through Distribution Freedom
Classified as a standard food product (<0.5% ABV) by the TTB, Self Care bypasses the restrictive 3-tier alcohol system in most states. This opens direct access to food and grocery distributors, who operate on lean 10% to 15% margins—compared to the heavy 30% margins taken by traditional beer wholesalers.
Because we intentionally carved major retail out of our early distribution agreements, and because Self Care operates as a standalone, pure-play NA brand, our corporate asset is completely unencumbered by legacy beer distributor contracts. Institutional partners can secure nationwide grocery placement without navigating costly franchise law buyouts or legal friction. As chain doors open, that $6.07 per case reclaimed margin drops straight to the bottom line.
"Zero wholesaler buyouts, zero 3-tier lock-in: a $6.07 per case margin reclaim that compounds directly with grocery retail scale."
This reclaimed margin can add up to an incredible amount of money. Assuming a scale COGS of $18.00 and an aggressive 22% marketing spend ($8.84), the DSD model shifts the bottom line from an industry-standard $1.50 per case to a stunning $7.57 per case. This 5x profit multiplier turns a high-growth brand into a self-funding marketing machine, ready to be plugged into a national DSD infrastructure.
Depending on how aggressive Self Care rolls out its four flagship SKUs into the regional and/or national market, this could translate to a game changing amount of "bonus profit" in the first year alone*:
TIER ONE | TIER TWO | TIER THREE | TIER FOUR | TIER FIVE |
|---|---|---|---|---|
500 Doors | 2,000 Doors | 5,000 Doors | 25,000 Doors | 50,000 Doors |
$1.894M | $7.576M | $18.94M | $94.7M | $189.4M |
*These figures are fleshed out in more detail in our full deck, is available upon request.
14oz: Capitalizing on Category Consolidation
THE COMMERCIAL URGENCY OF THE 2030 MANDATE
Accelerated by WHO global health frameworks, global beverage leaders targeting 20% low/no alcohol portfolio volume by 2030 have triggered a permanent structural realignment. As traditional beer volumes compress, distributors and national retail chains are aggressively reallocating shelf space to high-velocity NA SKUs to meet these strict policy and commercial benchmarks. For regional platforms and PE investors, holding a dedicated NA brand is a baseline requirement to defend market share.
The window to acquire an established, independent NA brand with verified market traction is rapidly closing. Building a brand internally requires years of trial and heavy marketing burn. Self Care provides an immediate, de-risked vehicle to capture high-margin growth today before market share is fully locked up by macro consolidators.
"The NA category is consolidating rapidly. Strategic platforms that act now capture market share—those that wait will be forced to buy it back at a premium."
The Market Mandate Signal
Driven by UN Sustainable Development Goals policy benchmarks and WHO public health targets, macro 20% Low/No volume mandates require regional platforms to add high-velocity NA volume fast—without incurring heavy equipment liabilities.
The Turnkey Portfolio Booster
Self Care delivers immediate, validated NA portfolio expansion backed by top-tier liquid awards and built on a CapEx-light, software-like brewing process.
15oz: Strategic Portfolio & Partner Fit
TAILORED INTEGRATION FOR STRATEGIC PARTNERS
Self Care is engineered for adaptable, frictionless integration across existing beverage platforms. Rather than forcing a rigid, one-size-fits-all partnership model, our brand architecture unlocks tailored strategic advantages designed to plug directly into a partner's established infrastructure and national expansion goals.
By pairing proprietary, software-like brewing IP with unencumbered distribution rights, Self Care eliminates the operational friction, capital expenditure bottlenecks, and legal entanglements typical of traditional beverage acquisitions—enabling rapid, high-margin portfolio expansion from day one.
Who are we interested in working with?
Regional/National Craft Breweries
Converts underutilized fermentation tanks into high-margin NA volume without dealcoholization CapEx, turning idle steel into active revenue.
Beverage Platforms & Operating Groups
Delivers a software-like, high-margin brewing asset with clean distribution title, low fixed overhead, and six years of validated market data ready to plug directly into expanded routes.
Beverage Collectives
Instantly provides an established craft NA anchor SKU with national award pedigree and direct access to high-end venues, bottle shops, and grocery chains.
"Plug-and-play portfolio expansion: engineered to convert existing infrastructure into immediate, high-margin NA market share."
Volume Velocity
Helps beverage platforms meet portfolio benchmarks and fill unused capacity with an established product line ready to scale.
Creative Class Affinity
Provides instant cultural access to craft consumers who reject corporate macro branding.
Unencumbered Capital
Classified as a TTB food product, retaining 100% clean distribution rights and avoiding franchise law traps.
Platform Integration
Hardware-agnostic brewing IP deploys seamlessly onto existing partner steel without equipment retrofits.
16oz: The Strategic Partnership Blueprint
SCALING THE NEXT WAVE OF CRAFT NA TOGETHER
Self Care represents a rare convergence in beverage CPG: a pioneer brand with six years of authentic subculture roots, industry-leading NielsenIQ retail velocity scores, proprietary CapEx-light brewing IP, and unencumbered distribution rights ready for national deployment.
We bring six years of category-defining innovation, a Pacific Northwest pioneer advantage, and validated retail pull. You bring distribution infrastructure, chain relationships, or co-expansion capabilities.
"Six years of category-defining innovation and verified retail pull—ready to pair with regional or national scale."
Flexible Joint Venture & Co-Packing
Tailored operational models built around your specific platform strengths. Whether deploying our CapEx-light brewing IP across your steel, co-managing chain retail rollouts, or licensing the brand for national distribution, we partner to scale retail while Self Care continues driving R&D, DTC innovation, and cultural relevance.
Strategic Growth & Scaling Alliance
Co-investment and operational partnerships designed to fund dedicated production capacity, co-packing scale, and strategic retail slotting fees. This combined backing unleashes our proven NielsenIQ shelf velocity to open doors across tier-1 national chains.
Brand IP & Asset Acquisition
For established platforms seeking complete category ownership, we offer a clean, turnkey acquisition of Self Care brand IP, proprietary brewing formulas, and DTC assets for seamless integration into an existing beverage portfolio.
Important Notice & Disclaimer
This webpage and the information contained herein are provided solely for general informational and commercial partnership evaluation purposes. Nothing on this page constitutes an offer to buy or sell, or a solicitation of an offer to buy or sell, any securities, equity, debt, or ownership interest in Drink Self Care, Three Magnets Brewing Co., or any affiliated brands or entities. This material does not constitute a private placement memorandum, a public offering, or an invitation to invest. Any potential commercial, distribution, or strategic relationships will be pursued exclusively through direct, individualized discussions and subject to formal, executed agreements.