In the ever-evolving landscape of beverages, nonalcoholic beer has emerged as a formidable contender, experiencing a surge in popularity that transcends mere trend status.
Once relegated to the fringes of consumer consciousness, nonalcoholic beer has undergone a remarkable transformation, witnessing a remarkable 39% spike in sales growth in 2020 alone. Even amidst the aftermath of the Covid-19 pandemic, the momentum has endured, with sales soaring by an impressive 32% in 2023, according to NielsenIQ data.
This meteoric rise in demand can be attributed, in part, to the burgeoning health and wellness movement, which has prompted both imbibers and abstainers alike to seek out lower-calorie and healthier alternatives, particularly in social settings. Recognizing this shift, established beverage giants such as Budweiser and Heineken have entered the fray, rolling out their own iterations of nonalcoholic brews, such as Budweiser Zero and Heineken 0.0.
Amidst this landscape of evolving tastes and preferences, Athletic Brewing Co. has emerged as a trailblazer, reshaping perceptions of nonalcoholic beer since its inception in 2017. Unlike its counterparts, Athletic Brewing eschewed the conventional path of transitioning from alcoholic to nonalcoholic brews, instead founding its operations on the premise that nonalcoholic beer could transcend its niche status, offering consumers a diverse array of options.
Fast forward to the present day, and Athletic Brewing stands as a titan in the nonalcoholic beer market, commanding a staggering 19% share of the domestic landscape, according to NielsenIQ data. Its meteoric ascent to the top of the charts underscores the company’s unwavering commitment to innovation and consumer-centricity.
In a recent interview with CNBC, co-founder Bill Shufelt reflected on the company’s journey, underscoring the pivotal role of personal experience in shaping Athletic Brewing’s vision. “Every night, I’d be out to work dinners with friends, family, weddings, bachelor parties, barbecues — everything was a drinking occasion, essentially,” Shufelt remarked. “There were no options or offerings to more moderate options. I’d be up at 5 a.m. to work out to start the next day. The market just wasn’t keeping up with my busy, modern lifestyle.”
Indeed, with its steadfast dedication to quality, innovation, and consumer empowerment, Athletic Brewing Co. has not only captured the zeitgeist of the nonalcoholic beer movement but has also emerged as a beacon of inspiration for the industry at large.
