Interesting, in a novel type of way.
Since it is alcohol free, it should be significantly cheaper than beer (because of taxes, permitting, distribution channels, etc.), right?
I hope I'm wrong, but I'm guessing it isn't, though, and will be sold side by side with beer, for the same price as their cheaper, session brews.
Interestingly enough, I have taken a single homebrewer hop pellet, popped it through the wife's soda stream carbonator, then used it as the base for a lime-cilantro-chili marinade I make for carne asada and chicken in the summer time. Never occurred to me to drink it though, so maybe I can try my poor man's version.
On a side note, this kind of reminds me of branded limestone water that was meant to be paired with their various bourbon counterparts. Weller Water comes to mind, as well as a few others.