Not Your Fathers
Not Your Father's is a flavored malt beverage brand under Pabst Brewing Company, selling alcoholic soda-style drinks — led by 5.9% ABV Root Beer plus several fruit and lifestyle variants — through U.S. liquor, convenience, and grocery retail to adult consumers seeking alternatives to traditional beer.
- Company typePrivate
- Founded-
- HeadquartersLos Angeles, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Not Your Fathers does
Not Your Father's (NYF) is a flavored malt beverage (FMB) brand and a wholly-owned subsidiary of Pabst Brewing Company, LLC. The company produces and markets a portfolio of alcoholic soda-style beverages with a 5.9% ABV lead SKU (Root Beer, flavored with vanilla, sarsaparilla, and anise) and a broader lineup that includes Lemonade, Lemon on Lemon, Sip Sip, Seawall, and several additional themed/seasonal variants. NYF targets adult beverage consumers (21+) seeking flavored alternatives to traditional beer and mass-market hard seltzers, with brand positioning centered on celebrations and "small victories." The brand operates under Pabst's corporate structure, with Pabst's headquarters at 10635 Santa Monica Blvd., Ste. 350, Los Angeles, listed as the controlling entity in the NYF privacy policy.
NYF is a CPG rather than a technology business. It has no proprietary technology platforms, mobile app, APIs/SDKs, or direct-to-consumer e-commerce; the technical surface area is limited to a brand website with a Product Finder tool that helps consumers locate offline retailers carrying the products. Marketing is concentrated on organic Instagram content under @notyourfathers using a "Take a Moment. Celebrate." / "Drink Something Worth Remembering" creative platform. Distribution is exclusively through standard three-tier alcohol retail channels — liquor stores, convenience stores, grocery chains, and on-premise accounts — leveraging Pabst's nationwide wholesaler relationships.
Revenue is generated exclusively through wholesale/retail beverage product sales with no subscription, recurring, or transactional service components. Pricing is set by individual retailers and varies by jurisdiction under alcohol beverage pricing regulations; NYF does not publish MSRP. The company is privately held as part of Pabst Brewing Company, LLC's diversified beverage portfolio, with no independent venture or public-market ownership structure disclosed. No standalone revenue, headcount, or shipment figures for the NYF brand are publicly disclosed in the source materials.
Not Your Fathers firmographics
Firmographics- Name
- Not Your Fathers
- Legal name
- Pabst Brewing Company, LLC
- Website
- https://notyourfathers.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Not Your Father's is a flavored malt beverage brand under Pabst Brewing Company, selling alcoholic soda-style drinks — led by 5.9% ABV Root Beer plus several fruit and lifestyle variants — through U.S. liquor, convenience, and grocery retail to adult consumers seeking alternatives to traditional beer.
- Ownership category
- akta.pro rank
Not Your Fathers industry classification
Industry- Product category
- Flavored Malt Beverages
- NAICS
- Breweries (312120)
- SIC
- Malt Beverages (2082)
- akta.pro primary industry
- Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE)
Keywords
Where Not Your Fathers is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Not Your Fathers business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel
Revenue model
- Beverage Product Sales: NYF generates revenue through the sale of its flavored malt beverage products via retail distribution channels including liquor stores, convenience stores, bars, and restaurants. Revenue is realized as one-time transactions at point of sale with no subscription or recurring revenue component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail/B2C channel pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Not Your Fathers product offering
Product offeringCore offering
Not Your Father's manufactures and sells a portfolio of flavored malt beverages sold in standard alcoholic beverage retail channels. The flagship Root Beer offering combines vanilla, sarsaparilla, and anise at 5.9% ABV for a sweet, silky taste, with additional flavors including Sip Sip, Seawall, Lemon on Lemon, Lemonade, Friends in the Park, Finally Watching that Show, Fence bevvies, and seasonal variants like Hot Dog Summer and Lemon Lime Pour.
Product overview
Not Your Father's (NYF) is a flavored malt beverage company offering a portfolio of alcoholic sodas in various flavors. The core product line includes Root Beer (5.9% Alc/Vol, featuring vanilla, sarsaparilla and anise), along with additional flavors such as Sip Sip, Seawall, Lemon on Lemon, Lemonade, Friends in the Park, Finally Watching that Show, Fence bevvies, and seasonal variants. The company is a subsidiary of Pabst Brewing Company and positions itself as a brand for celebrating life's small victories.
Differentiator
Problem solved
Functional benefit
Products and services
- Root Beer
Companies that use Not Your Fathers
Customer profileSegments1 record
Ideal customer profiles1 record
Not Your Fathers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Not Your Fathers partnerships and signals
Strategic signalScale indicators1 record
Recent moves3 records
Expansion highlights3 records
Not Your Fathers competitors and assessment
Company assessmentEmerging players
- Cutwater Spirits: Premium canned cocktail brand offering spirits-based RTDs (margaritas, Bloody Marys, etc.); competes with NYF for the same canned-format, occasion-driven adult beverage shelf at retail.
- Surfside Iced Tea & Lemonade: Fast-growing FMB/hard tea brand that overlaps directly with NYF's flavor profile (lemonade, tea-based sweet flavors) and competes in the same value/convenience retail channels.
- High Noon Spirits Co. Fast-growing real-vodka-based RTD cocktail brand (E. & J. Gallo) capturing occasion share with premium positioning; directly attacks NYF's celebratory/occasion-based territory with cleaner ingredients narrative.
Broad incumbents
- Truly Hard Seltzer: Boston Beer Company's hard seltzer flagship, a direct competitor to NYF for sweet, fruity, lower-calorie adult beverage occasions and a major force reshaping the flavored malt beverage category.
- White Claw Hard Seltzer: The category-defining hard seltzer brand from Mark Anthony Brands that has reshaped the RTD alcohol landscape and now competes with NYF for the same casual/social drinking occasions.
- Bud Light Seltzer: Hard seltzer from Anheuser-Busch InBev, a portfolio play from a major brewer competing for the same shelf space and adult occasion that NYF targets through flavored malt beverages.
Direct peers
- Seagram's Escapes: Long-running flavored malt beverage brand from FIFCO USA serving the same adult female-skewing sweet FMB occasions that NYF targets with its lemonade and fruit-forward SKUs.
- Mike's Hard Lemonade: Flavored malt beverage (lemonade-based) brand competing directly with NYF in the same FMB category, distributed through the same retail channels and targeting similar adult social drinking occasions.
- Twisted Tea: Hard iced tea / flavored malt beverage from Boston Beer Company competing in the same sweet, occasion-driven FMB space and increasingly encroaching on NYF's territory with bold flavor profiles.
- Smirnoff Ice: Iconic flavored malt beverage owned by Diageo, the most-established direct competitor in the FMB space and the historical category leader that NYF's Root Beer most directly benchmarks against.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Not Your Fathers social profiles
Digital presenceNot Your Fathers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Not Your Fathers leadership team
Management profileNumber of profiles
Profiles1 record
Not Your Fathers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Not Your Fathers 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 Not Your Fathers
What does Not Your Fathers do?
Not Your Father's manufactures and sells a portfolio of flavored malt beverages sold in standard alcoholic beverage retail channels. The flagship Root Beer offering combines vanilla, sarsaparilla, and anise at 5.9% ABV for a sweet, silky taste, with additional flavors including Sip Sip, Seawall, Lemon on Lemon, Lemonade, Friends in the Park, Finally Watching that Show, Fence bevvies, and seasonal variants like Hot Dog Summer and Lemon Lime Pour.
Is Not Your Fathers a public or private company?
Not Your Fathers is a private company. It is classified as corporate owned and is currently operating.
When was Not Your Fathers founded?
Not Your Fathers was founded in -1.
Where is Not Your Fathers based?
Not Your Fathers is headquartered in Los Angeles, United States, in the North America region.
How does Not Your Fathers make money?
One revenue line is on record: beverage Product Sales.
Who are Not Your Fathers's main competitors?
Emerging players on record are Cutwater Spirits, Surfside Iced Tea & Lemonade and High Noon Spirits Co.. Broad incumbents are Truly Hard Seltzer, White Claw Hard Seltzer and Bud Light Seltzer. Direct peers are Seagram's Escapes, Mike's Hard Lemonade, Twisted Tea and Smirnoff Ice.
Does Not Your Fathers have an API?
No public API is recorded for Not Your Fathers.
What industry is Not Your Fathers in?
Not Your Fathers's product category is Flavored Malt Beverages. Its primary akta.pro industry code is AFAFAAAE, Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer). Its NAICS code is 312120 and its SIC code is 2082.