Athletic Brewing Company has secured a notable partnership with Arsenal, becoming the English soccer team’s first official nonalcoholic beer partner. This collaboration will see Athletic Brewing’s Run Wild IPA served at Emirates Stadium during both men’s and women’s matches.
Key Details of the Partnership
- Run Wild IPA: This nonalcoholic beer has less than 0.5% alcohol by volume (ABV).
- Marketing and Promotions: Athletic Brewing will launch a marketing campaign and various promotions as part of the partnership.
Expansion and Impact
- U.K. Market: The deal allows Athletic Brewing, America’s largest nonalcoholic brewery, to increase its presence in the U.K.
- Rising Trends: Sales of no- and low-alcoholic beers in the U.K. surged 38% on match days this summer. In the U.S., off-premise sales of nonalcoholic beer have risen nearly 30% year to date.
Statements from Key Figures
- Bill Shufelt, co-founder and CEO of Athletic Brewing, commented, “Our international footprint is expanding, and alcohol moderation is sweeping the globe, specifically among the next generation of consumers. This partnership represents an exciting milestone in our journey to revolutionize the way the world drinks.”
- Juliet Slot, Arsenal’s Chief Commercial Officer, added, “New partners like Athletic are vital in supporting our growth so we can continue to invest in our teams and compete for major trophies.”
Industry Trends
Arsenal joins other sports entities embracing nonalcoholic beer. Guinness 0.0 is the official nonalcoholic beer partner of the Premier League, and Heineken 0.0 is promoted by Formula 1.
This partnership marks a significant step in Athletic Brewing’s efforts to capture a growing market of health-conscious and alcohol-moderate consumers.