Non-Alcoholic Beer Boom: Athletic Brews Dominates Shelves! #shorts

Added: 2026-05-27

[00:00:00]Historically, people drank non-alcoholic beer instead of alcoholic beer. Now, they're drinking non-alcoholic beer in addition to alcoholic beer. And it suggests that as young people get older, the market is going to get even bigger.

[00:00:13]Really, I was kind of the target consumer. Someone who fashions themselves as slightly athletic, but like likes to work out and stay healthy.

[00:00:22]So, as Athletic explored other distribution avenues, she felt it brought it to places he naturally went, from 5K races to Whole Foods. The beer aisle is immensely competitive. It's really hard to get space on that shelf.

[00:00:35]But at Whole Foods, about 50% of the cooler space is dedicated to craft beer.

[00:00:40]So, its customers are used to trying new brands. And the fact that Athletic was a non-alcoholic craft beer gave it a much higher chance of getting a spot. In June of 2018, just 1 month after launching commercially, its beer was on Whole Foods shelves.

[00:00:56]As Athletic scaled up its production, Whole Foods was able to distribute it across the country. Now, Athletic has been Whole Foods' top-selling beer across all beer for over a year. And wholesale distribution has transformed Athletic's sales. In Athletic's first year, it sold 875 barrels. In 2023, it sold more than 258,000 barrels. With Athletic beating out Heineken and Budweiser in non-alcoholic beer sales in stores for the past 2 years.