Athletic Brewing Company Partners with Arsenal for Future Success in Non-Alcoholic Market

Athletic Brewing Company and Arsenal FC: A Thriving Partnership



In a remarkable move for non-alcoholic beverages, Athletic Brewing Company, recognized as America's largest dedicated non-alcoholic brewer, and Arsenal Football Club have jointly announced an extension of their partnership. This collaboration not only fortifies Athletic’s position as the club's Official Non-Alcoholic Beer Partner but also highlights a growing trend towards moderation in beverage choices, particularly within the sporting community.

Building on Success



Since their partnership commenced, Athletic Brewing has seen a staggering 220% surge in sales of non-alcoholic beer at Emirates Stadium. This remarkable growth signifies a substantial shift in fan preferences, aligning with a broader global movement toward mindful drinking. The new agreement ensures that Arsenal supporters will continue to enjoy Athletic Run Wild IPA in cans during all men’s and women’s matches, and the introduction of Athletic Lite—a low-calorie option with less than 0.5% ABV—will cater to even more fans this season.

Bill Shufelt, the Co-Founder and CEO of Athletic Brewing, expresses enthusiasm about this ongoing partnership: “We’re thrilled to continue our partnership with Arsenal after a remarkable first season. Together, we’re responding to evolving preferences by bringing great-tasting, alcohol-free beer to more supporters in more moments.” This sentiment reflects Athletic's commitment to ensuring that matchdays are, indeed, accessible for all fans.

Enhancing the Matchday Experience



Under the newly extended deal, Athletic Brewing’s presence will not only remain prominent in the stadium but will also expand across Arsenal's various platforms, enhancing engagement with Gooners around the world. The goal is to make alcohol-free beer a frequent choice among supporters, creating a matchday ritual that aligns with their lifestyles.

Arsenal's Chief Commercial Officer, Juliet Slot, voiced her excitement about the continued partnership, emphasizing how it reflects a mutual belief in the club's vision for success and the importance of their supporters. She notes: “The success of our first year working together speaks for itself, with Athletic products already becoming a staple of the matchday ritual for our supporters.”

The collaboration's roots date back to 2024 when Athletic Brewing first became Arsenal’s Official Non-Alcoholic Beer Partner, capturing the attention of fans who were discovering their brews not just in the stadium but also in local pubs and stores. This innovative approach has significantly increased the accessibility of non-alcoholic products during matchdays, bringing Athletic Brewing’s award-winning offerings to a worldwide audience.

A Look Ahead



As the initiative continues to expand, plans include launching a limited-edition, co-branded brew later in the season, allowing fans to look forward to more exclusive offerings. The commitment to this partnership aligns seamlessly with the cultural shift toward moderation; recent statistics indicate that over three-quarters of adults who consume alcohol are attempting to moderate their intake, which aligns with the growing demand for non-alcoholic options.

The non-alcoholic beer category is currently experiencing rapid growth, with a reported 20% year-over-year increase in sales in the UK alone for the year 2024. Athletic Brewing's presence is set to evolve with over 2,500 distribution points across the UK, demonstrating its robust growth in availability and popularity.

Conclusion



The partnership between Athletic Brewing and Arsenal is a testament to the evolving landscape of sports fandom. By introducing delightful non-alcoholic options, both entities are redefining the matchday experience. As fans rally behind their teams, they can now do so while enjoying beverages that align with their lifestyles—marking a shift toward inclusivity and health-conscious choices in the realm of sports.

In a world where options are increasingly tailored to meet diverse preferences, Athletic Brewing and Arsenal have positioned themselves at the forefront, pioneering a movement that respects both tradition and modernization in sporting culture.

Topics Sports)

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