Alibi Ale Works

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.

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

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

• Craft beer brewing
• Brewpub restaurant
• Gluten-reduced beer
• Functional sparkling water
• Event venue hosting

Headquarters

HQ city

Incline Village

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. 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.
2. 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.
3. 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).
4. 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.
5. Merchandise Sales: Apparel including beanies, hoodies, zip-ups, t-shirts, hats; glassware (pint glasses); playing cards; gift cards; growlers and crowlers.
6. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core 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

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Tahoe Cocktails (Mixxology)coreChannel Partner/ Reseller/ Distributor · 11 August 2025Draft 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)coreGTM or Marketing Partner · 1 January 2025Community 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 SpiritsminorOthers · 1 November 2023Local 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 UnioncoreStrategic or Co-development Partner · 20 June 2023Collaboration 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 HopscoreOthers · 28 February 2023Hop 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 FarmscoreOthers · 28 February 2023Premier 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 NevadacoreGTM or Marketing PartnerPartnership 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 PeircecoreStrategic or Co-development PartnerLong-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 DistillingminorOthersLocal distillery partner providing spirits for draft cocktail program at Alibi Incline.
• White LabscoreOthersProvides 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 PrimecoreChannel Partner/ Reseller/ DistributorPrimary 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 SeafoodminorOthersRegional seafood supplier for Truckee Public House, providing fresh, sustainable seafood ingredients for spring menu items.
• GreenLeaf ProduceminorOthersProduce supplier for both Truckee and Incline locations, providing seasonal vegetables for spring menus. Sourcing watercress-spinach salad ingredients for spring menu.
• Truckee Sourdough CompanyminorOthersLocal sourdough supplier providing dough for flatbreads and other menu items at Truckee location.
• Pinecone KitchenminorOthersSupplier of black garlic for Incline menu items like Black Garlic Tofu Bowl.
• Truckee River WineryminorOthersLocal winery featured on Truckee menu with Romato wine selection.
• Sierra CollegeminorOthersLocal college attended by Head Brewer Matt Garcia during his brewing career.
• UC Davis Intensive Brewing ScienceminorOthersProfessional brewing science education program attended by Head Brewer Matt Garcia for practical brewing training.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Xtwitter.com/alibialeworks
• YouTubeyoutube.com/channel/UCKravtBPBZ9k3jniHsR5m9w
• Facebookfacebook.com/alibiincline
• Instagraminstagram.com/alibialeworks
• Pinterestpinterest.com/alibialeworks
• LinkedInlinkedin.com/company/alibi-ale-works-llc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alibi Ale Works