In the emerging craft beverage market of Massachusetts’ North Shore, Matt Smith, Founder of Wandering Soul Beer & Hidden Path, has carved out a distinctive path that mirrors the industry’s own evolution. Founded in Beverly, the brand began as a deeply personal venture in craft beer, but has since grown to embrace the changing dynamics of how Bay State residents approach drinking.
As more consumers seek options that span the spectrum from traditional craft brews to non-alcoholic alternatives, Smith’s latest innovation reflects both his roots in brewing artistry and his keen sense of where the market is headed. In an industry known for its fierce independence and creative spirit, Wandering Soul’s story exemplifies how Massachusetts craft brewers are adapting to – and often leading – the conversation around mindful drinking while maintaining their commitment to flavor and craftsmanship.
Q&A:
Wandering Soul Beer has a deeply personal origin story – could you share what inspired you to start brewing and how that connection continues to shape your approach to craft beer today?
I started home brewing about 15 years ago, and instantly became obsessed with the idea that you could create a beverage like beer from basic materials (and watching the yeast bring it to life was amazing to me). I started Wandering Soul in 2018 with a beer called Melody Maker, which is dedicated to my first daughter Melody who we lost in 2017. Brewing beer took on an added meaning and purpose for me at that point, since this has been sort of a grief project for me. Wandering Soul was created to be a symbol of hope, and every beer is dedicated to either a person or a concept.
Your newest product, Hidden Path, represents an evolution for the brand – how does it build on or differ from your original offerings, and what gap in the market were you aiming to fill?
Hidden Path was created in 2023, and it started as a series of experiments where I was basically attempting to mimic the beer brewing process without using grain. Beer typically contains 4 basic ingredients: water, grain, hops and yeast. Hidden Path contains 3 of those 4 ingredients: water, hops and yeast. The market gap that I’m trying to fill is in the “hop water” category, and I’m trying to get as close to a beer as possible without having any alcohol or calories. Hop water differs from nonalcoholic beer, since there are no calories (and no alcohol removed during the process). I wanted Hidden Path to be a bit different from Wandering Soul in terms of the personal nature of it…I’m trying to treat it more as a business that can exist without my personal life attached to it necessarily.
The craft beverage industry in Massachusetts has seen significant changes in recent years, particularly around non-alcoholic options and the “sober curious” movement. How has this influenced your product development and business strategy?
Yes, there has certainly been a growing movement with nonalcoholic beverages, whether people are “sober curious” or just abstaining from alcohol completely. Hidden Path was designed for beer drinkers, which I identify as, and I’m really trying to use as many brewing techniques as possible in the creation of it. I really like to enjoy a can of Hidden Path after having a beer or two, since it hits many of the same notes as a beer and it’s also more hydrating. But I’ve also heard from a number of customers who have various health conditions, who cannot drink beer. The fact that this product has appealed to them is a huge win for me, since my goal is really to somehow improve the lives of the people around me.
Many brewers talk about the technical challenges of creating flavorful non-alcoholic alternatives. What was your development process like, and how did your experience with traditional brewing inform your approach?
When I started experimenting with hop water, I was basically brewing 1 gallon batches in my kitchen. And I brewed a lot of them! The hops are really the star of the show with Hidden Path, so that’s where I would start. The flagship version of Hidden Path has the same hops as Melody Maker, my flagship beer: Citra, Mosaic and Motueka hops. So my thought process was “how can I brew my flagship beer without using grain?” And the answer to that question is “well, you can’t.” But I think it does come close to hitting the same notes in terms of the hops, and I also really had to learn how to use citric acid in the proper way (to bring the pH level down so that it’s shelf stable). I also use a yeast strain in the production process, and it adds another layer of flavor while also smoothing out the bitterness of the hops. The test batches without the yeast strain were a different animal, and many of them were completely undrinkable. But when I started dosing the hop water with yeast, it really changed my perspective on what this could be.
Looking at both the alcoholic and non-alcoholic sides of your business, what unique characteristics of the Massachusetts market have surprised you or shaped your growth strategy?
The New England IPA (India Pale Ale) beer style originated in this area, and I’ve really tried to play upon that. This is a style that is intentionally hazy in appearance, has a smooth mouthfeel, and is characterized by citrus and tropical flavors (from the hops) with a mellow bitterness. With Hidden Path, I have tried to take some of what I’ve learned when making these types of beers. I think it’s a great introduction into the world of hops, and you’re really getting their true essence here. Also, the craft beer scene in MA has always been about pushing boundaries, when it comes to beer styles, unique ingredients, barrel-aging, ABV, etc. I’ve tried to push the boundaries of the nonalcoholic beverage world as far as I possibly can, so that they are bordering on the beer world.
Where can folks purchase Wandering Soul Beer and Hidden Path today?
You can find our products on both websites linked here (Wandering Soul Beer and Hidden Path Brew), including a map of where you can buy these products locally here in Massachusetts. Also, one great thing about Hidden Path is that I can ship it anywhere. So you can also order online, and the guy packaging up the box and dropping it off at UPS will be me!
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