Who owns SHUTEYE PEAK BEER?

SHUTEYE PEAK BEER is owned by

ASAHI HOLDINGS

Shuteye Peak is a white label brand of beer produced for Aldi Supermarkets beginning in 2022 by “State of Brewing” in Waunakee, Wisconsin. The State of Brewing name is a pseudonym used by Octopi Brewing, a major contract brewer founded by Isaac Showaki. Showaki started Octopi in 2015, invisioning the facility as a more quality-focused contract brewer. Showaki also co-owns the Untitled Art brand Levi Funk, which focuses on innovative brewing styles and beer collaborations. In 2024, Octopi was purchased by Asahi Holdings, which the company has stated was primarily so the Octopi brewing facility could be used to support stateside production of Asahi Super Dry.

Shuteye Peak is a part of Aldi’s strategy of providing low-priced brands available exclusively to their stores, often bearing a striking similarity to name brands that already have significant brand recognition. Shuteye Peak’s label features a camping tent and campfire in front of a mountain range, which many have said resembles the aesthetic of Sierra Nevada Pale Ale, which is by many measures the most popular pale ale in the United States.

The strategy has been criticized by many as trademark infringement, and Aldi has been the subject of at least one lawsuit from a beverage brand for similar marketing. In 2024, the High Court of England and Wales ruled on a case presented by Thatchers Cider, claiming that Aldi’s Taurus Cloudy Lemon Cider was infringing on its product, Thatcher’s Cloudy Lemon Cider. Aldi won the case, with the court ruling that there was a “low degree of similarity” between the two products, and that there was no likelihood of confusion amongst customers.

Octopi also brews several other brands for Aldi, including Hopping Nomad Session IPA and Maguires Stout, which appears to be Aldi’s version of a dry Irish stout similar to Guinness from Diageo.

Popular Beers by this Brand

• Pale Ale

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