{"id":79691,"date":"2024-08-06T12:42:43","date_gmt":"2024-08-06T16:42:43","guid":{"rendered":"https:\/\/bottleraiders.com\/?p=79691"},"modified":"2024-08-06T12:45:05","modified_gmt":"2024-08-06T16:45:05","slug":"arsenal-fc-athletic-brewing","status":"publish","type":"post","link":"https:\/\/thedailypour.com\/beer\/arsenal-fc-athletic-brewing\/","title":{"rendered":"Arsenal FC Joins Forces with America\u2019s Largest Non-Alcoholic Brewer to Embrace Sobriety"},"content":{"rendered":"
\"Arsenal\"

(Photo: Athletic Brewing Co.)<\/p><\/div>\n

On Tuesday, Arsenal Football Club announced that Athletic Brewing Company is the team’s first non-alcoholic beer partner. The collaboration between America’s largest non-alcoholic brewer and one of England’s most prolific sports teams represents a breakout moment for the zero-proof category, which is projected to skyrocket worldwide in years to come.<\/p>\n

The deal will be commemorated with a marketing campaign featuring Arsenal players, in-stadium sampling activations and social media giveaways. Athletic’s flagship Run Wild IPA will also be made available at all men’s and women’s matches beginning this month.<\/p>\n

“I’m so pleased to welcome Athletic to our family,” Arsenal CCO Juliet Slot <\/span>commented in a news release<\/a>. “We’re all focused on moving forward after record-breaking seasons for both our men’s and women’s teams in 2023\/24. New partners like Athletic are vital in supporting our growth so we can continue to invest in our teams and compete for major trophies.”<\/p><\/blockquote>\n

Amid rallying cries like Dry January and “sober curious,” Athletic has expanded its footprint far beyond a potentially niche audience. Not only is Athletic the country’s largest non-alcoholic brewer, it’s the 10th largest U.S. craft brewery of any kind and the 20th largest overall.<\/p>\n

Its ethos is all in the name. The Connecticut-based brand was conceived in 2017 by ultramarathon runner Bill Shufelt, who envisioned a new genre of beverage fit for his “busy, modern lifestyle.”<\/p>\n

Though it may not be the original non-alcoholic brewery, it’s by far the most prolific; three years after launch, Athletic controlled 61% of the non-alcoholic craft beer market. At that point, it was already going up against zero-proof competition from the likes of Heineken, Budweiser, Guinness and Samuel Adams.<\/p>\n

Athletic has embraced its dominant position within the market through a series of rapid-fire business maneuvers. In July, the brewer closed a $50 million<\/a> equity financing round that doubled its valuation to roughly $800 million. A few months prior, Athletic unveiled Grammy-nominated country singer Walker Hayes<\/a> as a brand ambassador, commemorated by way of a limited-edition beer. In partnership with Arsenal, the brand now sets its sights firmly across the pond.<\/p>\n

“As we continue to grow our footprint in the UK, we’re honored to partner with Arsenal, an institution synonymous with not just English football, but the sport on a global stage,” Shufelt remarked. “Our international footprint is expanding, and alcohol moderation is sweeping the globe, specifically among the next generation of consumers.”<\/p><\/blockquote>\n

\n \n Here at\u00a0The Daily Pour, we do more than write about current events in spirit.\n We are the only media property reviewing spirits and\n aggregating the scores<\/a>\n and reviews of other significant voices in the spirit world in one place.\n If you\u2019re interested in getting a shot of spirit in your morning email,\n sign up for our Whiskey Deal of the Day Newsletter<\/a>\n <\/em>\n<\/p>\n","protected":false},"excerpt":{"rendered":"

On Tuesday, Arsenal Football Club announced that Athletic Brewing Company is the team’s first non-alcoholic beer partner. The collaboration between America’s largest non-alcoholic brewer and one of England’s most prolific sports teams represents a breakout moment for the zero-proof category, which is projected to skyrocket worldwide in years to come. The deal will be commemorated […]<\/p>\n","protected":false},"author":33,"featured_media":79692,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4750],"tags":[],"class_list":["post-79691","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beer"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t