Athletic Brewing Company Strengthens Partnership with Arsenal
Award-winning non-alcoholic beer remains a matchday staple
Athletic Brewing Company, recognized as America's largest dedicated non-alcoholic brewer, has announced a significant extension of its partnership with Arsenal Football Club. This renewed collaboration will ensure that Athletic continues as the Official Non-Alcoholic Beer Partner, following a remarkable inaugural season that saw a 220% increase in non-alcoholic beer sales at the Emirates Stadium.
Success of the Initial Partnership
In their first year together, Athletic Brewing and Arsenal have successfully introduced non-alcoholic beverage options to supporters, reflecting the evolving preferences of football fans. This change signifies a growing trend in sports culture towards more mindful drinking choices. The unique offerings designed by Athletic Brewing have become an integral part of the matchday experience for Arsenal fans.
Popular Beer Selections
Supporters can look forward to enjoying Athletic Run Wild IPA in cans during all matches held at Emirates Stadium. This refreshing beverage will also be available on draft in Club Level, making it a staple for fans during any game. Additionally, a new low-calorie option known as Athletic Lite will debut in 2025, boasting less than 0.5% ABV and just 25 calories per can, further catering to health-conscious consumers.
Comments from Leadership
Bill Shufelt, Co-Founder and CEO of Athletic Brewing, expressed excitement about the partnership, stating, "We’re thrilled to continue our partnership with Arsenal after a remarkable first season. Together, we are bringing great-tasting, alcohol-free beer to more supporters and making matchdays more inclusive. Whether fans are cheering from the stands or enjoying the game at home, we believe they deserve an enjoyable brew that complements their lifestyle."
Arsenal's Chief Commercial Officer, Juliet Slot, echoed similar sentiments, emphasizing the importance of the renewal. She noted, "The success of our first year together speaks volumes. Athletic products have become a key part of our supporters' matchday rituals. We are proud to collaborate with a brand that shares our vision and commitment to our fans. Their excellence allows us to better serve our passionate community of Gooners across the globe."
Continued Growth in the Non-Alcoholic Market
The partnership comes at a time when the non-alcoholic beer sector is booming. Recent statistics show that a substantial number of adults are moderating their alcohol consumption, with many now choosing low- and no-alcohol alternatives frequently. In the UK alone, reports indicate a 20% year-over-year rise in non-alcoholic beer sales, a trend that reflects a broader cultural transformation in drinking habits.
Athletic Brewing has responded proactively to this shift by expanding its reach across the UK, with more than 2,500 distribution points established nationwide. This growth not only benefits the company but also enhances the availability of non-alcoholic options for supporters, promoting inclusivity at sporting events.
Looking Ahead to Future Initiatives
The extended agreement will also showcase Athletic Brewing's products across Arsenal's digital platforms, fostering deeper connections with fans. An exciting initiative includes the launch of a limited-edition co-branded brew later in the season, designed to celebrate the partnership further and engage supporters in unique ways.
Athletic Brewing's mission extends beyond just beer; they are committed to positive impact and community engagement. By participating in projects like their Two For The Trails program, which supports outdoor preservation efforts, Athletic demonstrates their dedication to sustainability and social responsibility.
Frequently Asked Questions
What is the significance of the renewal between Athletic Brewing and Arsenal?
The renewal highlights Athletic Brewing's commitment to providing non-alcoholic options for fans, enhancing the matchday experience and responding to changing drinking preferences.
What products will Athletic Brewing offer at Emirates Stadium?
Fans can enjoy Athletic Run Wild IPA and the new Athletic Lite, which is a low-calorie non-alcoholic beer, at the stadium during matches.
How does this partnership impact Arsenal supporters?
The partnership makes non-alcoholic beverages easily accessible, catering to a diverse range of fans who are moderating their alcohol intake.
Are there any new offerings planned for the future?
Yes, both Athletic Brewing and Arsenal plan to introduce a limited-edition co-branded beer later in the season, generating excitement among fans.
What is Athletic Brewing's commitment to social responsibility?
Athletic Brewing is dedicated to supporting outdoor conservation efforts through their Two For The Trails initiative, highlighting their commitment to environmental sustainability.
