70% of concertgoers crave more non-alcoholic
alternatives at live music events1
MILFORD,
Conn. and SAN DIEGO,
Feb. 11,
2025 /PRNewswire/ -- Athletic Brewing Company,
America's largest dedicated non-alcoholic brewer, is bringing its
award-winning brews to the heart of the live music scene with an
exciting new multi-year partnership. Athletic is now the official
non-alcoholic beer partner for more than 100 Live Nation concert
venues across the U.S., including renowned locations such as
Brooklyn Paramount, Shoreline Amphitheatre, and The Gorge
Amphitheatre.
Responding to growing consumer demand for non-alcoholic beverage
options, with 70% of live music fans saying they want more beverage
options at concerts2, the partnership also extends to
four major music festivals: Bonnaroo Music & Arts Festival,
BottleRock Napa Valley, Festival La Onda, and Two Step Inn.
This partnership marks a pivotal step in Athletic's mission to
make moderation more accessible by not only reimagining how
non-alcoholic beer is made but also by leveling up the live music
experience. By offering fans more NA choices, Athletic is
broadening how audiences enjoy unforgettable moments at concerts
and festivals. Legal drinking age music fans can now enjoy
Athletic's most popular brews like Run Wild IPA, Upside Dawn
Golden, Free Wave Hazy IPA, and Athletic Lite, with selections
varying by venue.
"We're thrilled to partner with Live Nation venues and bring
Athletic's great-tasting brews to center stage at some of the most
iconic venues and festivals across the country," said Andrew Katz, Chief Marketing Officer of
Athletic. "This partnership strikes a chord with concertgoers
seeking non-alcoholic options that harmonize with their lifestyle.
Now fans can enjoy the magic of live music and keep the beat
without a buzz."
Beyond event concessions, fans of legal drinking age can look
forward to unique Athletic tasting experiences at venues and
festivals. These experiences will include opportunities to sample
the company's award-winning brews, participate in giveaways, snag
limited-edition merch, and more. The partnership also brings
Athletic backstage, where artists and their teams can savor brews
in green rooms, expanding the hospitality experience.
"We're constantly finding new ways to give fans the best
experience at our shows, and we're excited to expand our offerings
to match their evolving tastes," said Maureen Ford, Live Nation's President of
National and Festival Sales. "With Athletic now at more than 100
venues and festivals, fans will have even more choices during their
most memorable moments."
Demand for non-alcoholic beer is surging, with sales growing by
double-digits in each of the last five years. Athletic is the
number one brand in the NA beer category, with over 19% market
share and over 50% growth in 20243.
The partnership will enable Athletic to reach millions of new
consumers and get cans directly into the hands of thirsty live
music goers. This latest venture into live music builds on the
company's mission to revolutionize how modern adults drink by
providing inclusive options for all lifestyles and occasions.
Fans can follow Athletic Brewing's live music journey on
Facebook, Instagram, LinkedIn, TikTok, X, and YouTube for updates
on new offerings and experiences.
For press inquiries, please contact:
Athletic
Brewing
Chris
Furnari | press@athleticbrewing.com
Jack Taylor PR | athleticbrewing@jacktaylorpr.com
Live Nation
Danika
Azzarelli | DanikaAzzarelli@LiveNation.com
Additional Assets:
Brand images can be downloaded HERE.
About Athletic Brewing Company
Athletic Brewing
Company is America's largest dedicated non-alcoholic brewer.
Athletic is revolutionizing how modern adults drink by crafting
game-changing NA brews that can be consumed anytime and anywhere.
Launched in 2018, Athletic is now the number one non-alcoholic beer
brand in America4 and a top 20 U.S. brewing
company5. Its award-winning brews are available
nationwide at over 50,000 retailers and 25,000 on-premise venues.
Athletic operates custom breweries in Connecticut and California and donates up to $2 million annually to protecting and restoring
outdoor spaces across the globe via its Two For The Trails program.
Athletic is proudly a Certified B Corporation™. Learn more and shop
at www.athleticbrewing.com.
About Live Nation Entertainment
Live Nation
Entertainment (NYSE: LYV) is the world's leading
live entertainment company comprised of global market leaders:
Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship.
For additional information, visit
www.livenationentertainment.com.
1, 2 Source: Live Nation 0% Proof Custom Study,
Soundboard, Spring 2024
3, 4 NielsenIQ, Total US xAOC + Liquor
Open State + Conv, CYTD Wks ending
12/30/24.
5 Brewers Association
Top 50 U.S. Brewing Companies
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SOURCE Athletic Brewing Company
