Alibi Ale Works
Alibi Ale Works is a privately held craft brewery operating two company-owned public houses in Incline Village, NV and Truckee, CA, serving gluten-reduced craft beer, food, and a nationwide non-alcoholic functional sparkling water (Hoppy Hour) to Lake Tahoe/Truckee locals, tourists, and health-conscious consumers.
- Company typePrivate
- Founded2014
- HeadquartersIncline Village, United States
- Headcount—
- GTM typeB2C
- OfferingServices
What Alibi Ale Works does
Alibi Ale Works is a privately held craft brewery founded in 2014 in North Lake Tahoe, operating two company-owned public houses in Incline Village, Nevada and Truckee, California. The core product is a portfolio of gluten-reduced craft beers (16+ drafts plus 10+ rotating canned varieties), brewed with Clarity Ferm enzyme from White Labs to consistently keep gluten below 20ppm, and supported by proprietary CO2 capture and spunding processes recognized by the EPA. All beer production uses Lake Tahoe water and is sold on-premise in the pubs, via growlers, crowlers, and four-state direct shipping.
Beyond beer, the company runs full food service at both pubs (artisanal pizza and upscale pub fare at Incline; worldly, locally sourced fare at Truckee), private event hosting, an Alibi Anonymous subscription loyalty program ($15/month or $150/year) managed through the TapWyse app, and a draft cocktail program exclusive to Incline via partnership with Tahoe Cocktails (Mixxology). The newest growth line is Hoppy Hour, a non-alcoholic sparkling hop water with adaptogens (Lion's Mane, L-Theanine) and Vitamin C, launched in late 2024 after roughly eight months of development and distributed nationwide through Amazon Prime.
The customer base is dominated by Lake Tahoe/Truckee/Reno locals and resort tourists, supplemented by mountain bikers and health-conscious or gluten-sensitive consumers. Go-to-market is primarily direct-to-consumer through on-premise retail, complemented by limited regional and Amazon channels; there is no disclosed wholesale distribution, no parent company, and no institutional funding in the available data. The business is independently owned by Kevin Drake ("Conductor of the Alibi Beer Orchestra"), with Matt Garcia as Head Brewer and a small leadership team across brewing, spirits, culinary, and operations.
Alibi Ale Works firmographics
Firmographics- Name
- Alibi Ale Works
- Legal name
- Alibi Ale Works
- Website
- https://alibialeworks.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Short description
- Alibi Ale Works is a privately held craft brewery operating two company-owned public houses in Incline Village, NV and Truckee, CA, serving gluten-reduced craft beer, food, and a nationwide non-alcoholic functional sparkling water (Hoppy Hour) to Lake Tahoe/Truckee locals, tourists, and health-conscious consumers.
- Ownership category
- akta.pro rank
Alibi Ale Works industry classification
Industry- Product category
- Craft Brewery and Brewpub
- NAICS
- Breweries (31212), Breweries (312120), Drinking Places (Alcoholic Beverages) (722410), Snack and Nonalcoholic Beverage Bars (722515)
- SIC
- Malt Beverages (2082), Beverages (2080), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Non-Alcoholic Craft Beverage Bars (Mocktail/Zero-Proof Bars) (THAFAKAF)
Keywords
Where Alibi Ale Works is headquartered
LocationHeadquarters
- HQ city
- Incline Village
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Alibi Ale Works business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Beer Sales (On-site Draft, Cans, Bottles): Direct sales of 16+ draft beers on tap plus canned/bottled beer to-go at both pub locations. Core beers include Kolsch, Pale Ale, IPA, Porter with seasonal rotations. Growler and crowler fills available. Ships canned beer to CA, NV, OR, WA.
- Food Service: Full restaurant service at both locations. Incline Village features artisanal pizza and upscale pub fare; Truckee focuses on upscale pub fare with worldly flair. Local, seasonal, sustainably-sourced ingredients emphasized.
- Hoppy Hour (NA Sparkling Water): Non-alcoholic hop-infused sparkling water with adaptogens. Sold through Amazon Prime nationwide, with free shipping. 12oz and 16oz cans in multiple flavors (Original Citrus, Black Cherry Lime, Blackberry Lemon, Mango Peach).
- Alibi Anonymous Membership: Loyalty program at $15/month or $150/year. Members receive $2 off 16oz beers, $1 off 10oz beers, 10% off food, 10% off cans/bottles, 10% off growler/crowler fills, 10% off merchandise, early access to limited releases, member-only events.
- Merchandise Sales: Apparel including beanies, hoodies, zip-ups, t-shirts, hats; glassware (pint glasses); playing cards; gift cards; growlers and crowlers.
- Event Hosting and Private Bookings: Venue rentals for weddings, corporate events, birthday parties, and special events at both pub locations including outdoor beer garden spaces.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Alibi Anonymous Loyalty Membership |
| Other | Pay-as-you-go | Happy Hour Pricing (M-F 3-5PM) |
| Unit Pricing | Pay-as-you-go | Truckee Menu - Snacks |
| Unit Pricing | Pay-as-you-go | Truckee Menu - Mains |
| Unit Pricing | Pay-as-you-go | Truckee Menu - Sweets |
| Unit Pricing | Pay-as-you-go | Incline Menu - Snacks |
| Unit Pricing | Pay-as-you-go | Incline Menu - Mains |
| Unit Pricing | Pay-as-you-go | Incline Pizza Menu |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Alibi Ale Works product offering
Product offeringCore offering
Alibi Ale Works is a craft brewery operating two public houses (Incline Village, NV and Truckee, CA) that sells its own gluten-reduced craft beer portfolio on draft, in cans, bottles, growlers, and crowlers; serves full food menus with locally-sourced ingredients; offers the Hoppy Hour non-alcoholic sparkling hop water with adaptogens via Amazon Prime and direct online shop; runs an Alibi Anonymous paid membership loyalty program; and hosts private events and live entertainment.
Product overview
Alibi Ale Works is a craft brewery with two public house locations (Incline Village, NV and Truckee, CA) offering a portfolio of gluten-reduced beers and food service. The core product is the beer lineup (Kolsch, Pale Ale, IPA, Porter, and seasonal releases), complemented by Hoppy Hour (non-alcoholic sparkling hop water with adaptogens), food menus at both pubs, the Alibi Anonymous loyalty program, and draft cocktails at the Incline location. The company operates as a unified hospitality brand with beer as the primary offering and food/non-alcoholic beverages as complementary products.
Differentiator
Problem solved
Functional benefit
Brands
- Hoppy Hour: Hop-infused sparkling water with adaptogens (Lion's Mane, L-Theanine) and nootropics, marketed as a non-alcoholic functional beverage. Available in multiple flavors including Original Citrus, Black Cherry Lime, and Mango Peach.
- Alibi Anonymous
Products and services
- Alibi Ale Works Craft Beer Portfolio Year-round staples (Kolsch, Pale Ale, IPA, Porter) plus seasonal/rotating releases served on draft (16+ taps at each pub), in cans, bottles, growlers, and crowlers. All beers are gluten-reduced to below 20ppm using the Clarity Ferm enzyme with no flavor impact. Available on-site at Incline Public House (NV) and Truckee Public House (CA) and shipped canned to CA, NV, OR, WA.
- Hoppy Hour Non-Alcoholic Sparkling Hop Water Non-alcoholic sparkling hop water with adaptogens (Lion's Mane mushroom, L-Theanine, Ginseng) and Vitamin C. No alcohol, sugar, carbs, calories, gluten, or caffeine. Available in 12oz and 16oz cans in Original Citrus, Black Cherry Lime, Blackberry Lemon, and Mango Peach flavors. Ships nationwide to all 50 states via Amazon Prime and direct ordering at drinkhoppyhour.com.
- Alibi Anonymous Loyalty Membership Subscription loyalty program offered at $15 per month or $150 per year via the Tapwyse mobile app. Members receive $2 off 16oz beers, $1 off 10oz beers, 10% off food, 10% off cans/bottles, 10% off growler/crowler fills, 10% off merchandise, early access to limited releases, and invitations to member-only events.
- Draft Cocktail Program (Tahoe Cocktails by Mixxology) Craft draft cocktails available exclusively at Alibi Incline Public House through a partnership with Tahoe Cocktails (Mixxology). Four craft cocktails on tap including Aperol Spritz with tropical twist, Southern Belle, Margarita, and rotating seasonal options, made without simple syrups or artificial mixers.
- Truckee Public House Food Menu Upscale pub fare with worldly flair rotating seasonally, featuring locally and sustainably-sourced ingredients. Menu spans snacks (e.g., Mustache Pretzel, Avocado Hummus, Pork Belly Bao), mains (e.g., Wagyu Burger, Crispy Trout Sandwich, Ahi Tuna Poke Bowl, Black Garlic Tofu Bowl, Beer Braised Bratwurst, Jerk Chicken Tacos), and sweets. Happy Hour menu M-F 3-5PM with discounted beers and snacks.
- Incline Public House Food Menu Artisanal pizza and upscale pub fare rotating seasonally with locally-sourced ingredients. Specializes in wood-fired sourdough-crust pizzas (Classic Cheese, Pepperoni, Margherita, Carnivore, BBQ Chicken, Perfect Pear, Garden, Three Little Hott Pigs, Hacienda) along with burgers (Wagyu Burger, BBQ Burger, The 4B's Burger), salads, wings, fries, and steak frites. Pizza available to-go with 10% discount using code PIZZA via ToastTab. Gluten-free and black bean patty options available.
- Singletrack Radness Collaboration Pale Ale Limited-edition 5% ABV crushable post-ride Pale Ale brewed with Citra, Azacca, and Chinook hops, created in collaboration with mountain biking community stewardship organization Truckee Dirt Union. Aimed at après-ride refreshment and trail stewardship events.
- Parma the Wilder IPA Special-edition collaboration IPA brewed for the International Hop Grower's Convention using Idaho-grown Zeus, Amarillo, Comet, and Cashmere hops from Virgil Gamache Farms, with notes of red berry, stone fruit, and pine. Cans available only at the Barrel House.
Quantifiable outcome
- 10 consecutive 'Best Brewery' awards from Tahoe/Truckee locals
- +4 more outcomes
Companies that use Alibi Ale Works
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Alibi Ale Works technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Alibi Ale Works partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- Tahoe Cocktails (Mixxology)coreDraft cocktail program bringing craft cocktails on tap exclusively to Alibi Incline Public House. Provides Aperol Spritz, Southern Belle, Margarita, and rotating seasonal cocktails. Founded by Maxx Grush with 20 years hospitality experience. Exclusive to Alibi Incline and Tunnel Creek Cafe.
- 94 Nonprofit Organizations (Tahoe-Truckee Region)coreCommunity giving program supporting schools, youth programs, environmental organizations, first responders, arts and culture groups, wellness organizations. Donates space, beer, Hoppy Hour, and staff support across 106 events annually.
- 72 Mile SpiritsminorLocal distillery providing spirits for draft cocktail program. Featured in first draft cocktail (Bourbon apple cider) released November 2023. Used in Hop-Quila cocktail development.
- Truckee Dirt UnioncoreCollaboration on 'Singletrack Radness' beer - a fresh, crushable post-ride Pale Ale inspired by mountain biking. Partnership includes joint beer release event with mountain bike film screening, community trail building support, and shared values around mountain lifestyle and community stewardship.
- Hollingbery & Son HopscoreHop supplier for Alibi beers. Collaboration on Parma the Wilder IPA using Idaho-grown hops from Virgil Gamache Farms. Hop representative Radin King consulted on variety selection for International Hop Grower's Convention beer.
- Virgil Gamache FarmscorePremier hop farm in the US providing Idaho-grown hops for Parma the Wilder IPA collaboration. Hop scientist Tim Wallen consulted on variety selection. Provided Zeus, Amarillo, Comet, and Cashmere hops.
- Travel North Tahoe NevadacorePartnership to produce Tunes On Tap summer concert series at Alibi Amphitheater. Travel North Tahoe Nevada sponsors the free community concert series featuring local and regional bands every Thursday from July through August.
- Daryll PeircecoreLong-time design partner who created Hoppy Hour branding and can artwork. Also created original art for Big Berry Tickler and other Alibi beer labels. Maintains brand continuity while giving Hoppy Hour its own distinct personality.
- 10 Torr DistillingminorLocal distillery partner providing spirits for draft cocktail program at Alibi Incline.
- White LabscoreProvides Clarity Ferm enzyme for gluten-reduction process in all Alibi beers. Prolyl endopeptidase enzyme hydrolyzes gluten proteins during fermentation, reducing gluten to below 20ppm.
- Amazon PrimecorePrimary e-commerce channel for Hoppy Hour non-alcoholic sparkling water. Ships nationwide to all 50 states with free shipping. Provides customer access beyond regional footprint.
- Sierra Gold SeafoodminorRegional seafood supplier for Truckee Public House, providing fresh, sustainable seafood ingredients for spring menu items.
- GreenLeaf ProduceminorProduce supplier for both Truckee and Incline locations, providing seasonal vegetables for spring menus. Sourcing watercress-spinach salad ingredients for spring menu.
- Truckee Sourdough CompanyminorLocal sourdough supplier providing dough for flatbreads and other menu items at Truckee location.
- Pinecone KitchenminorSupplier of black garlic for Incline menu items like Black Garlic Tofu Bowl.
- Truckee River WineryminorLocal winery featured on Truckee menu with Romato wine selection.
- Sierra CollegeminorLocal college attended by Head Brewer Matt Garcia during his brewing career.
- UC Davis Intensive Brewing ScienceminorProfessional brewing science education program attended by Head Brewer Matt Garcia for practical brewing training.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Alibi Ale Works competitors and assessment
Company assessmentDirect peers
- Russian River Brewing Company: Iconic craft brewpub operator with a strong food program, destination tourism draw, and award-winning beers (Pliny the Elder). Directly comparable to Alibi in the craft brewpub + destination-resort model, food/beverage diversification, and reputation-driven loyalty.
- FiftyFifty Brewing Company: Craft brewery and pub in Truckee, CA — the same town as one of Alibi's locations. Most directly comparable on geography, scale, and brewpub format, making it a head-to-head competitor for the same local and tourist customers.
Broad incumbents
- Stone Brewing: Large craft brewery with a bistro/pub model and recognized sustainability practices. Comparable to Alibi on craft positioning, on-premise food + beer experience, and ESG-led brewing, but at a substantially larger national scale.
- Sierra Nevada Brewing Co. Major craft brewery with a flagship restaurant/taproom and a long-standing sustainability program (CHP, solar, water reuse). Comparable on craft brewing leadership, sustainability credentials (similar EPA-adjacent positioning), and on-premise hospitality.
- New Belgium Brewing Company: Large craft brewery owned by Lion, with a strong sustainability story and a taproom/clothing-driven brand. Comparable on craft positioning, sustainability messaging, and merchandise/brand extension similar to Alibi's broader product portfolio.
- Firestone Walker Brewing Company: California-based craft brewery with multiple taproom locations and a strong award record. Comparable on West Coast craft positioning, multi-location brewpub model, and quality-driven brand similar to Alibi's 7-medals-in-3-years record.
Regional players
- Tahoe Mountain Brewing: Smaller craft brewery operating in the Truckee/Tahoe area. Regional peer competing for the same tourist and local market; relevant for understanding local competition, distribution, and pricing dynamics.
- South Lake Brewing Company: South Lake Tahoe craft brewery and taproom. Direct regional competitor in the same resort market, with overlapping food/beer/event positioning. Useful for assessing regional craft competition.
Emerging players
- Athletic Brewing Company: Largest U.S. non-alcoholic craft beer brand. The most relevant comparable to Alibi's Hoppy Hour NA line: similar health/wellness positioning, broader distribution, and shared focus on athletic/lifestyle consumers.
- Three Weavers Brewing Company: Independent craft brewery with a clear sustainability and community-giving orientation. Comparable in scale and independent-ownership profile to Alibi, and similar in the way it pairs brewing with a hospitality/food experience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Alibi Ale Works social profiles
Digital presenceAlibi Ale Works compliance and trust
Trust signalCompliance1 record
Alibi Ale Works financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alibi Ale Works leadership team
Management profileNumber of profiles
Profiles6 records
Alibi Ale Works funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alibi Ale Works M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alibi Ale Works
What does Alibi Ale Works do?
Alibi Ale Works is a craft brewery operating two public houses (Incline Village, NV and Truckee, CA) that sells its own gluten-reduced craft beer portfolio on draft, in cans, bottles, growlers, and crowlers; serves full food menus with locally-sourced ingredients; offers the Hoppy Hour non-alcoholic sparkling hop water with adaptogens via Amazon Prime and direct online shop; runs an Alibi Anonymous paid membership loyalty program; and hosts private events and live entertainment.
Is Alibi Ale Works a public or private company?
Alibi Ale Works is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Alibi Ale Works founded?
Alibi Ale Works was founded in 2014.
Where is Alibi Ale Works based?
Alibi Ale Works is headquartered in Incline Village, United States, in the North America region.
How does Alibi Ale Works make money?
Six revenue lines are on record. Beer Sales (On-site Draft, Cans, Bottles) is the primary driver. The others are food Service, hoppy Hour (NA Sparkling Water), alibi Anonymous Membership, merchandise Sales and event Hosting and Private Bookings.
Who are Alibi Ale Works's main competitors?
Direct peers on record are Russian River Brewing Company and FiftyFifty Brewing Company. Broad incumbents are Stone Brewing, Sierra Nevada Brewing Co., New Belgium Brewing Company and Firestone Walker Brewing Company. Regional players are Tahoe Mountain Brewing and South Lake Brewing Company. Emerging players are Athletic Brewing Company and Three Weavers Brewing Company.
Does Alibi Ale Works have an API?
No public API is recorded for Alibi Ale Works.
What industry is Alibi Ale Works in?
Alibi Ale Works's product category is Craft Brewery and Brewpub. Its primary akta.pro industry code is THAFAKAF, Non-Alcoholic Craft Beverage Bars (Mocktail/Zero-Proof Bars). Its NAICS code is 31212 and its SIC code is 2082.