Athletic Brewing's Rise in Non-Alcoholic Beer Market

Non-alcoholic beer sales have surged since 2020, exceeding $440 million in sales projected for 2024. Athletic Brewing, founded less than a decade ago, has become a major player in this market, accounting for approximately one-third of the category's growth in the U.S. Unlike traditional beer brands that modify their alcoholic products to create non-alcoholic versions, Athletic Brewing pioneers a unique brewing process involving multiple adjustments throughout production. This approach allows them to minimize water usage significantly—nearly half that of conventional breweries—and create a more authentic flavor profile. Athletic's breweries in Connecticut and San Diego are set to meet rising consumer demand, projected to produce over 1 million barrels per year. Their customer insights show that a majority of their audience still consumes alcohol, implying that many opt to enjoy non-alcoholic options in addition. As competition grows within the sector, Athletic Brewing aims to broaden its market by introducing its beers in venues typically not associated with alcoholic beverages. By positioning its products in grocery stores, coffee shops, and convenience stores, Athletic highlights non-alcoholic beer's accessibility across various social settings, not just as a substitute but as a refreshing drink choice.