Athletic Brewing CEO on Non-Alcoholic Beer Growth and Health Benefits

Athletic Brewing's Growth Trajectory

• 🚀 Athletic Brewing has experienced significant growth, with trailing 12-month sales increasing by 53% in the last 18 months.
• 📈 Despite a downturn in the alcoholic beer market, non-alcoholic beer is identified as a durable mega trend.
• 🏆 Athletic Brewing holds a substantial market share, with 18.4% of the overall non-alcoholic beer category and 52% of the non-alcoholic craft beer segment.
• 🏗️ The company has invested in expanding its production capacity by building a large brewery on the West Coast.

Drivers of Non-Alcoholic Beer Popularity

• 📉 A key driver is the sober curious movement and a general trend towards moderation, particularly among younger generations like Gen Z.
• 💡 People still desire social and culinary experiences but seek healthier alternatives to traditional alcohol.
• 📊 A Gallup poll indicates that over 53% of Americans perceive drinking one to two alcoholic drinks a day as unhealthy, a significant increase.
• 📉 Weekly alcohol consumption in the US is at a record low, with 54% of Americans drinking weekly, down eight points in two years.

Health and Nutritional Profile

• ⚖️ Non-alcoholic beer offers a healthier proposition compared to alcoholic counterparts, with significantly fewer calories and less sugar.
• 🍺 For example, Athletic Brewing's Light Logger has only 25 calories, no sugar, and five carbs.
• 🌟 Even their IPAs, which are often high in calories in alcoholic versions, are only 65-75 calories and have won numerous global taste awards.
• ⚡ The lower calorie count is attributed to the absence of ethanol, which is very calorie-dense.

Brand and Product Innovation

• ✨ Athletic Brewing has focused on reinventing not only the taste and quality of non-alcoholic beer but also its branding and marketing.
• 🤝 The goal was to make non-alcoholic beverages something consumers could be proud to be seen with, changing the social dynamic around ordering them.
• 🏆 The company has received 185 global taste awards, highlighting the quality and appeal of their products.