As the landscape of nonalcoholic beverages continues to evolve, Athletic Brewing Company is making waves with its recent partnership with Arsenal F.C. The English soccer team has named Athletic Brewing as its first official nonalcoholic beer partner, showcasing their Run Wild IPA at Emirates Stadium for both men’s and women’s matches.
What sets Athletic Brewing apart is their dedication to producing high-quality nonalcoholic beers with a focus on flavor and craft brewing techniques. The Run Wild IPA, with less than 0.5% alcohol by volume, is a perfect example of this commitment to excellence.
In a statement, Bill Shufelt, co-founder and CEO of Athletic Brewing, expressed excitement about the partnership, highlighting the growing trend of alcohol moderation worldwide, particularly among the younger generation of consumers. This collaboration not only marks a significant milestone for Athletic Brewing but also presents an opportunity for the company to expand its presence in the U.K.
The rise in popularity of non- and low-alcoholic beer is evident, with sales in the U.K. increasing by 38% on match days this summer. Similarly, the U.S. is experiencing a surge in off-premise sales of nonalcoholic beer, up nearly 30% year to date.
Arsenal’s decision to partner with Athletic Brewing aligns with a larger trend in the sports industry of embracing nonalcoholic beverages. Guinness 0.0 is the official nonalcoholic beer partner of the Premier League, while Formula 1 promotes Heineken 0.0.
In a statement, Arsenal’s Chief Commercial Officer Juliet Slot emphasized the importance of partnerships like the one with Athletic Brewing in supporting the team’s growth and competitiveness in the sports arena. This collaboration not only benefits both parties but also reflects a broader shift in consumer preferences towards healthier beverage options.
At Extreme Investor Network, we recognize the significance of this partnership and the broader trend of alcohol moderation in the beverage industry. Stay tuned for more insights and updates on the latest developments in the world of business and investing.