Athletic Brewing’s Non-Alcoholic Beer Boom: Big Growth Ahead

LifestyleSpiritsAthletic Brewing’s Non-Alcoholic Beer Boom: Big Growth AheadAs legacy beer brands struggle, Athletic Brewing is thriving—leveraging cultural momentum, strategic partnerships, and rapid expansion to lead the NA revolutionByHudson Lindenberger, Contributor

Forbes contributors publish independent expert analyses and insights

Hudson Lindenberger covers beer, wine, spirits and dining

Athletic Brewing Company In an era when the traditional beer market continues to contract under the weight of shifting consumer preferences, declining alcohol consumption, and fierce competition from ready-to-drink cocktails and cannabis beverages, one company is defying the trend and redefining success: Athletic Brewing Company

Now ranked as the eighth-largest craft brewery and 18th largest overall brewery in the United States— up two spots from the previous year — Athletics’ rise is a case study in what happens when smart strategy, cultural timing, and visionary execution converge

A Mission-Driven Ascent Founded just seven years ago by Bill Shufelt and John Walker, Athletic Brewing emerged from a simple but audacious premise: modern adults deserve high-quality, full-flavored non-alcoholic beer that fits their increasingly mindful lifestyles

Today, that idea has become a national movement, one that grew 27% in 2024 and is forecast to reach $5 billion in the US by 2028, according to IWSR data

The co-founders of Athletic Brewing Company John Walker and Bill Shufelt

Athletic Brewing Company "Our emergence as a leader in the NA category isn't the result of any one factor," says Shufelt. "It's the compounding effect of sustained investments in manufacturing, marketing, innovation, and our team. " Those investments include more than $100 million invested in state-of-the-art brewing facilities on both coasts, including the repurposed former Ballast Point brewery in San Diego, which will come online this August

Its team is executing a savvy multi-nged marketing apach that blends broad-scale campaigns with hyper-local precision

This includes strategic media spending, cultural partnerships, and on-the-ground activations at festivals such as BottleRock and La Onda. “We shine in person,” says Andrew Katz, CMO for Athletic Brewing Company. “Getting cans into hands at those peak life moments, whether that’s a marathon finish line or a music set, is where curiosity turns into brand loyalty. ”Athletic Brewing Beers at IRONMAN

Athletic Brewing Company Their dual strategy is built around two pillars: "moments of participation" and "moments of enjoyment. " The former includes high-performance events IRONMAN, Spartan Races, and the Leadville 100

They even have inked NIL deals with star college athletes

The apach ensures Athletic is both present and relevant wherever people gather to push their limits or celebrate life

A Category-Expanding Force Un many trends in the alcohol space that cannibalize existing (hard seltzers drawing from light beer drinkers, for example), Athletic is additive

By appealing to drinkers and non-drinkers a, it’s expanding the beer aisle itself

A consumer who once had alcohol only on weekends can now enjoy a guilt-free, award-winning brew daily

Athletic’s role as a "chaser, pacer, and replacer" positions it as a flexible option, not just for abstainers, but for moderating consumers seeking balance without commise. "This is a positive-sum revolution," says Shufelt. "We're not replacing drinking occasions — we're creating new ones. " The Long Game: Innovation and Impact Shufelt and Walker’s willingness to take the long road is paying off

Their in-house R&D gram duces over 50 new brews annually, a pace that keeps the brand fresh and fuels a continuous back loop from fans

With innovations IPA-inspired hop bombs, rich stouts, and citrusy radlers, the company has made it that flavor doesn’t need fermentation

But the brand’s vision extends beyond beer

Through its “Two For The Trails" grant gram — the largest environmental initiative in craft brewing — Athletic is donating up to $2 million annually to preserve outdoor spaces, with a total of $6. 3 million given since 2018

It's not just a feel-good story; it's a values-first foundation that resonates with a new generation of consumers

Positioned to Lead a Growing Segment While the beer industry contracts, the NA segment is expanding, and Athletic is setting the pace

According to Shufelt, some grocery chains are already exceeding that threshold, highlighting the unlimited short-term ceiling for NA beer

Globally, the potential is just beginning to unfold

Athletic is already selling in Canada, the UK, and select European, with more international expansion on the horizon

To help fuel its growth, the company announced its funding round, a Series D investment of $68 million, in July 2024, bringing its total funding to $251 million across 11 rounds since its founding

Athletic Brewing Company beers on the shelf at retail

Athletic Brewing Company Those funds are helping Athletic Brewing continually expand its retail foot, meet growing demand with new duction facilities, and position the brand in front of consumers

It doesn't seem ly that the brand will surrender its position at the top of the charts by resting on its laurels

The Verdict In many ways, Athletic Brewing is ing a similar trajectory as early movers in the hard seltzer wave — but with greater cultural staying power

By staying laser-focused on duct quality, authentic partnerships, and long-term brand building, it has established a dominant position in a segment that’s still in its infancy

Un hard seltzers, which peaked quickly, the non-alcoholic movement is rooted in fundamental shifts: wellness, moderation, and mindfulness

And for Athletic, that’s not just a opportunity — it’s a belief system. “We’ve intentionally invited both drinkers and non-drinkers a into the world of modern adult beverages

In many cases, this means recruiting drinkers back to the beer aisle and expanding into new populations

At the same time, we’re giving everyone the option to enjoy a great-tasting adult alcohol alternative more often,” says Shufelt. “By positioning Athletic as a chaser, pacer, and replacer, we’re able to appeal not only to those who abstain from alcohol altogether but also to those who are looking to moderate their consumption

We’re still in the early innings of what’s possible for Athletic and the broader NA category, and we couldn't be more excited. " \ here for the most up to date information the ever changing beer, wine, and spirits industry