The News
Mark Rieth, a former owner of Atwater Brewery, announced he has reacquired the company from Tilray Brands. The deal follows previous sales to Tenth and Blake Beer Company in 2020 and then to Tilray Brands in 2023. The acquisition brings the brewery back under local ownership in Detroit, where it has been a prominent craft brewer for over three decades.
After a five‑year stint with Tilray Brands, Atwater Brewery has returned to Detroit under its founding owner, Mark Rieth. The move arrives amid a 1.2 % dip in U.S. craft volume reported by the Brewers Association, tightening competition for shelf space and customer traffic.
Rieth sees a hyper‑local focus as a way to counter that decline—a strategy that’s already strained distributor margins. Before its sale, Atwater ranked as Michigan’s fourth‑largest brewer; its return brings a name local consumers already trust. Holding a sizable slice of Michigan’s 199 craft breweries shows the power a local brand has when its distribution stays in place. Bar managers can lean on storytelling: with Atwater brewed in Detroit, the “Made in Detroit” tag becomes a selling point that draws patrons eager to champion a hometown brewer.
Rieth’s ownership of Lansing Brewing opens doors to joint promos and shared draft‑keg stock, cutting the expense of keeping a varied lineup without complicating logistics. Distributors still need to watch depletions and placement; Tilray’s departure may thin some competition, yet Michigan still hosts 199 breweries fighting for shelf room.
Dual control of Atwater and Lansing offers a cross‑brand platform that could smooth logistics, especially if shared bottling or packaging deals are leveraged. Cutting middle‑man expenses will only pay off if backed by genuine distribution gains—brands that demonstrate volume movement earn market favor.
Consumers see authenticity: a long‑standing Detroit brewer now under a local owner who also steers a non‑alcoholic line expanding at 12.8 % CAGR nationwide. Such diversification hints that Atwater will maintain its core lineup while adding fresh flavors—a lure in a market where brand loyalty matters.
By summer 2026, distributors can expect Atwater’s fourth‑largest Michigan presence to return under one owner who also runs Lansing Brewing. The blend of scale and local focus may shift how regional craft brands vie for shelf space amid ongoing consolidation. Distributors should monitor the rollout to assess how the expanded footprint influences depletions and shelf allocation.
Original Press Release
A Full Circle Moment for Local Businessman Who Doubles Down on Detroit-made Products
Detroit, Mich., June 4, 2026 - Mark Rieth, the Detroit entrepreneur who owned and operated Atwater Brewery from 2005 to 2020, announced today that he has entered into a definitive agreement to reacquire the iconic Detroit craft brewer, returning the company to local ownership.
Rieth originally sold Atwater to Tenth and Blake Beer Company, a division of Molson Coors Beverage Company, in 2020. In 2023, the brand was acquired by Tilray Brands.
“My heart has always been with Atwater, and I’m thrilled to have the brewery back in my hands,” said Rieth. “I appreciate the stewardship of both Tenth and Blake and Tilray over the past five years and the contributions they made to the business. At the same time, what I hope to bring is the deeper connection to the community that only a local owner/operator can truly provide.”
“Atwater has always been more than just a brewery. It’s a hometown brand that has shown up for Detroit through community events, civic organizations and neighborhood partnerships. That’s a hallmark of Atwater and I’m excited to build on that legacy, strengthen those connections and continue producing world-class beer.”
Founded in Detroit’s historic Rivertown district, Atwater Brewery has been an award-winning leader in Michigan’s craft brewing industry for more than three decades. In addition to flagship beers, including Dirty Blonde Ale and Vanilla Java Porter, the brewery produces a wide range of craft offerings distributed throughout Michigan and across multiple states nationwide.
A longtime advocate for Detroit and Michigan-made products, Rieth has built a career around acquiring, growing and investing in iconic regional brands. Since selling Atwater, he launched FÜL Beverages, a full-service beverage company focused on locally produced non-alcoholic beverages, functional beverages and beyond-beer products.
In 2025, he acquired Velvet Peanut Butter, the nearly century-old peanut butter company originally founded in Detroit that flourished under its “Fresh. Pure. Delicious” brand promise. Rieth is seeing that it flourishes once again and has added several major retailers to its growing distribution network.
“I grew up on the smooth taste Velvet promised in its advertising, and I never forgot it,” Rieth said. “I’m happy to announce that as part of this transition, we’ll be able to locate Velvet’s offices and distribution operations in our Rivertown complex. We’re also opening ‘Velvet House’ as a brand immersion experience and retail center. Bringing more of the company’s operations back to its Detroit roots felt important to me.”
When Rieth sold Atwater to Molson Coors, he retained ownership of the historic brewery real estate, which was subsequently leased to the new owners. The latest transaction returns the Atwater brands, brewery equipment and intellectual property under Rieth’s control. He also continues as owner of Lansing Brewing Company, a venture that was unaffected by the recent sales events, and plans to build stronger collaboration between his breweries.
“Getting Atwater back under my control is something I’ve wanted to do almost since the day I sold it,” Rieth said. “Yes, it’s a lot, but it fits naturally with everything else I’m building. And I’ll be looking for strategic partnerships to accelerate current opportunities and identify new ones.”
“More than anything, it feels like a homecoming. Like we say at Atwater, ‘Born in Detroit. Raised Everywhere.’ This is a full-circle moment for me and I’m happy to be home and working to ensure Atwater brews continue to be raised everywhere!”
The transaction is expected to close in the summer 2026.
Sources consulted (web research):
- Ex Atwater Brewery Owner Mark Rieth Buys Lansing Brewing Co
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- Atwater Brewery Founder Acquires Velvet Peanut Butter Plans To Bring…
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- Mark Rieth Reacquires Atwater Brewery From Tilray Brands
- Atwater Brewery Reacquired Detroit Entrepreneur After Sale Molson Coors
- Cdb Mark Rieth Reacquires Atwater Brewery 20260604
- Tilray To Sell Atwater Back To Former Owner Mark Rieth
Source: BevNET