Q1 • 20


Q1 • 2023


11 on tast ” ac


on taste,” according to the wding to the website. Their ce. Their core beers—among the 40 they sell—are the Run Wild IPA, the Upside Down Golden Ale, and the


s—among the 40 they sell—are the Run ild IPA, the Upside Down Golden Ale, and the Free Wave Hazy IPA. They also offer seasonal brews, limited-edition styles, members-only brews, and collab beers with other brands. Between 2019 and 2020, Athletic raised its production by 400 percent, going from 7,500 barrels to 37,500, according to The New Brewer. That success led to the company raising $50 million in Series C funding in 2021. The money came from longtime investors, but also from celebrities as well as retired and current professional athletes. The cash funded the construction of a new 150,000-square- foot brewing facility in Milford, Connecticut, that opened in 2022. The new space is the world’s largest nonalcoholic brewery and will enable Athletic to pr


enable Athletic to produce six million cases per . In No ember of 20 2, Keurig Dr P


e six million cases per


year. In November of 2022, Keurig Dr Pepper ed $50 million for an equity stake in


invested $50 million for an equity stake in Athletic Br


thletic Brewing.


plenty of old-fashioned, face-to-face marketing in the early days. Shufelt would set up shop at trailheads with coolers of free samples and get up early to drive to road races around New England, where he’d run the races, then offer samples during postrace social hours. Sampling is still a huge part of Athletic’s marketing efforts, with more than 2,500 activations annually that reach nearly three million consumers. Today—in addition to investing in digital


None of this would be possible without y of old- ashioned, f


None of this would be possible without e mark


advertising, TV and radio, and out-of-home marketing—Athletic is the official nonalcoholic beer sponsor of IRONMAN®


and the Spartan


Race series. They also sponsor Ragnar, USA Triathlon, the Association of Volleyball Professionals, and a number of local road races. Beyond events, the brand has a stable of ambassadors who fit its persona, including professional athletes, surfers, outdoor adventurers, and even NFL star J. J. Watt, who is also an investor. Athletic Brewing social channels are dotted with photos of products as well as people, ambassadors, and employees enjoying the outdoors or playing sports, often with a can of Athletic beer. The company even has NCAA collegiate athletes on their ambassador roster. Beyond those high-profile types, the company’s ambassador network is


All the company’s 200+ employees are part owners, and in 2022, Athletic Brewing became a Certifi ed B Corporation, thanks to its giving-back mentality.


now 1,500 strong. Many are fitness enthusiasts, but others are e


w 1,500 strong. Many are fitness enthusiasts, but others are everyday individuals who ar passionate about the br


y individuals who are e about the brand. “Our athlete sponsorships enable us t introduce the c


“Our athlete sponsorships enable us to e the concept of nonalcoholic beerept of nonalcoholic beer


to millions of new co millions of new consumers,” sa s Chris” says Chris Furnari, A


urnari, Athletic’s Communications Manags Communications Manager. “These individuals share our products with their fans acr


hese individuals share our products with their ans across social media, they appear in ours social media, they appear in our marketing c


amount of validation to a cat ory that is still


just a fraction of all the beer sold in America.” The accolades from the press have also


eting content, and they bring a trent, and they bring a tremendous amount of validation to a category that is still just a fraction of all the beer sold in America.


come pouring in, so to speak. Time named Athletic Brewing one of the 100 Most influential Companies of 2022, and Ad Age called them one of the top 20 hottest brands of 2022. Still, Furnari says great potential remains beyond Athletic’s initial target demographic of weekend warriors, young parents, and working professionals who embrace a performance- oriented lifestyle or who have reasons to avoid alcohol completely. While those groups were the early adapters


and brand champions for Athletic, nonalcoholic beer represents just 1 percent of all beer sales in the United States, and Athletic’s top-selling Run Wild IPA is available at just 17 percent of US licensed alcohol retailers. Furnari says that number would be lower if you included coffee shops, cafés, and delis with alcohol permits. That’s why using multiple forms of marketing to educate the segment of the population who avoids alcohol completely is a pillar of Athletic’s marketing strategy. “While the budgets have grown, and our


tactics ha e become more sophisticated, the core thesis remains the same: there are more casions for nonalcoholic beer than there e for full-strength beer, and it is our job to ” Furnari sa


tactics have become more sophisticated, the e thesis remains the same: there are mor occasions for nonalcoholic beer than ther are for full-strength beer, and it is our job t e that to c


illustrate that to consumers,” Furnari says. With all A


es. All the c t o


opportunity to further the goal of Shufelt and Walker to make a positive impact in people’s lives. All the company’s 200+ employees are part owners, and in 2022, Athletic Brewing became a Certified B Corporation, thanks to its giving-back mentality. As part of its Two for the


ith all Athletic’s growth has come the y to further the goal of Shufelt and er to make a positive impact in people’ s 200+ emplo ees ar


s gr wth has come the s, and in 20 2, Athletic Br became a C tified B C ation, thanks to its


giving-back mentalit . As part of its T o for the Trails charitable giving program, the company donates 2 percent of revenue to protecting and restoring outdoor spaces globally. Through its Community Impact Fund, Athletic also donates 1 percent of all sales to nonprofits that impact local communities. Athletic says its brewing teams are already at world-class levels of water recapture and efficiency, which has helped them reduce water usage by 70 percent, and they recently covered the roof of their San Diego facility with solar panels that will nearly take the building off the grid.


“By prioritizing social responsibility and


giving back to our community, our customers understand that we not only value people and the environment, but are using our business as a force for good,” Furnari says. “Also, by including the roughly 50 percent of adults who don’t regularly consume alcohol in everyday social occasions, and by making moderation both accessible and aspirational, we believe we can make a huge positive impact on tens of millions of people’s lives.” We’ll drink to that. ■


REGISTER TO WIN A $50 letic Brewing gift card.


REGISTER TO WIN A $50 Athletic Brewing gift card.


Scan the QR code or register at: modernlitho.com/Giveaways-Q1-2023


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