How Athletic Brewing Won

Added: 2026-05-25

[00:00:00]Especially at the beginning of the category, being up against a brand like Heineken, these are established brands.

[00:00:06]We're very much the underdog. So, for us, we carved out this message of authenticity. We brew our own beer at wholly-owned facilities in Connecticut and San Diego. We have built these breweries from scratch, and we control the quality process, and we have our own brewing process that really retains that craft labor. The big brands don't do that. There's a lot of different methods to produce non-alcoholic beer. No one does it quite like us. And then you can look at other brands that have come into the category since we started. There's a lot of people that are taking elements of our playbook and trying to activate it. My goal in my role is to keep thinking about how to push it forward, recruit new drinkers, bring more people in. I'm not worried about the infighting within the category. I'm just trying to continue to say, "Hey, how can I convince the next consumer that uh Athletic is for them, and they don't need to feel like, 'That's a great beer, but it's for my sober friend.' Like, I don't I like it, but this it's not for me." I want to break that.