Athletic Brewing's Partnership Expands Non-Alcoholic Brews to 100+ Music Venues

Athletic Brewing Company Expands Reach in the Live Music Scene

Athletic Brewing Company, renowned as the largest non-alcoholic brewer in the United States, has announced a strategic multi-year partnership with Live Nation, a global leader in live entertainment. This collaboration is set to introduce its award-winning non-alcoholic beers in more than 100 concert venues across the country, including iconic locations like the Brooklyn Paramount and the Shoreline Amphitheatre.

Meeting Consumer Demand for Non-Alcoholic Alternatives

As interest in non-alcoholic beverages continues to soar, data indicates that approximately 70% of live music attendees are seeking more non-alcoholic options at events. This insight played a critical role in forming the partnership, which also includes participation in major music festivals such as Bonnaroo, BottleRock, Festival La Onda, and Two Step Inn. Through this initiative, Athletic Brewing aims to enhance the live music experience by providing accessible moderation options without compromising on taste or enjoyment.

Athletic's Craft Beers Take Center Stage

This partnership enables Live Nation venues to serve several of Athletic's flagship brews, like Run Wild IPA, Upside Dawn Golden, and Free Wave Hazy IPA, appealing to a growing demographic of concertgoers who prefer non-alcoholic beverages. As Andrew Katz, Chief Marketing Officer of Athletic Brewing, stated, "This partnership aligns perfectly with concertgoers seeking non-alcoholic options that complement their lifestyle. It allows fans to enjoy live music without the buzz while still savoring great-tasting brews."

Exciting Opportunities for Fans

Fans can anticipate more than just traditional beverage options at these venues. Athletic Brewing plans to host unique tasting experiences, giving attendees the chance to sample its beers firsthand, win exclusive merchandise, and participate in fun giveaways. Moreover, the partnership extends back-stage access, where artists and their teams can indulge in Athletic's brews, enhancing the overall hospitality and experience within the music community at large.

An Increase in Popularity of Non-Alcoholic Beverages

Athletic Brewing’s move comes at a time when sales in the non-alcoholic beer segment have been skyrocketing, with double-digit growth witnessed over the past five years. Already the market leader, Athletic holds over 19% of the non-alcoholic beer market share, boasting more than 50% growth in 2024 alone. By tapping into the live music scene, Athletic Brewing seeks to directly connect with millions of new customers, further establishing itself as a major player in modern drinking culture.

Join the Live Music Journey

For those interested in tracking Athletic Brewing's endeavors in live music, the company encourages beer enthusiasts to follow its journey via social media platforms including Facebook, Instagram, TikTok, and YouTube. Updates on tastings, events, and new beverage offerings will be shared, promising an exciting future for non-alcoholic options in the entertainment industry.

In conclusion, this partnership between Athletic Brewing and Live Nation not only signifies a remarkable shift in the beverage landscape at live events but also underlines the increasing demand for diverse drinking options. As the trend continues to grow, Athletic Brewing is well-positioned to lead the charge in redefining how adults enjoy non-alcoholic beverages in social and entertainment settings.