Charlie Sheen is the latest celebrity wading into the NA beer business.
The Hollywood star has teamed up with Barrel One Collective’s Harpoon Brewery and “innovation brand shop” The Silent Group to create Wild AF Brewing. Ryan Perry, CEO of The Silent Group, told Brewbound that the project has been in the works for more than two years and described his firm’s partnership with Harpoon on Wild AF as a joint venture. Perry described Sheen, who is listed as a co-founder, as an active participant in the creation of Wild AF and the brand’s flagship Cold Gold NA lager, including sampling test beers with now-Barrel One CEO Nathainel Davis at Harpoon’s Boston brewery. In a press release, Sheen said: “Now that I’ve been alcohol-free for 8 years, I’ve tried every non-alc beer on the market and was left wanting more. So, I decided to find someone who could help create my own, leaving nothing on the table. Wild AF is for people who believe the morning belongs to the night before!” Wild AF’s initial roll out plan is to “build proof of concept” through DTC e-commerce sales on the brand’s website before entertaining traditional distribution, Perry told Brewbound. “We plan to go to bricks-and-mortar, more traditional retail sometime next year,” he added. Pre-orders for Cold Gold lager are now open on the Wild AF website. The beer is available in 6- ($13.99), 12- ($26.99) and 24-pack cans ($51.99) with shipping costs varying by region. Orders are slated to ship in mid- to late-November in order to have the beer in consumers’ hands for the holiday and prior to Dry January, Perry said. 🎁 Gift Link! Read the full story on Brewbound by clicking here – even if you’re not yet an Insider – with further details on Wild AF’s roll out plan, and a look at Sheen’s video introduction of the brand. | 
