What's Happening?
Athletic Brewing, a non-alcoholic beer company, is transforming its brand into a lifestyle movement through cultural relevance and community engagement. Chief Marketing Officer Andrew Katz has played a pivotal role in this transformation, emphasizing the importance of in-person connections and partnerships. The company releases around 50 beer styles annually, including unique flavors like pumpkin brews and Dill Dreams, to combat the perception of limited variety. Athletic Brewing focuses on enjoyment, community, and quality rather than traditional non-alcoholic tropes like sobriety. The brand's ambassador program and annual events are central to its community strategy, aiming to promote small, positive changes for a better life.
Why It's Important?
Athletic Brewing's approach to non-alcoholic beer is significant as it challenges traditional perceptions and expands the market for non-alcoholic beverages. By focusing on community engagement and cultural partnerships, the company is able to reach a broader audience, including those who occasionally consume alcohol. This strategy not only increases brand awareness but also contributes to a shift in consumer behavior towards healthier lifestyle choices. The company's growth reflects a broader trend in the beverage industry where moderation and wellness are becoming increasingly important to consumers.
What's Next?
Athletic Brewing aims to increase its brand awareness from the high 20s to 50 and beyond. The opening of a new West Coast brewery will help expand production capacity, allowing the company to reach more households while maintaining its community-focused approach. Future marketing strategies may include high-profile events like the Super Bowl to further enhance brand visibility. The company plans to continue its focus on partnerships that complement experiences rather than intrude, ensuring that its growth remains grounded in purpose and connection.
Beyond the Headlines
Athletic Brewing's success highlights a cultural shift towards moderation and wellness, reflecting broader societal changes in how people approach alcohol consumption. The company's emphasis on community and positive lifestyle changes aligns with growing consumer interest in health and wellness. This movement could influence other beverage companies to adopt similar strategies, potentially leading to a more diverse and inclusive market for non-alcoholic options.
