How Athletic Brewing Co. Became The King Of Non-Alcoholic Beers

Athletic Brewing Co. is a mid-sized craft brewing company based out of Milford, Connecticut. Like most craft brewing operations Athletic Brewing pumps out IPAs, Dark Beers, Lite Beers, Hazy, some special edition, maybe even a fruity offerings during the summer. Like other breweries you’ll find huge industrial barrels of hops and wheat, maybe a couple brewing awards displayed. But, the one thing you won’t find at Athletic Brewing is alcohol.
Produced, scripted and narrated by: Devan Burris
Camera by: Brad Howard and Jeff Morganteen
Supervising Producer: Jeff Morganteen
Additional footage: Getty, Athletic Brewing Co.
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How Athletic Brewing Co. Became The King Of Non-Alcoholic Beers

[@CJ_222]

90 days sober here, I love beer and these non-alcoholic beers help me curb the craving to drink alcohol. I hope to see a larger variety in the future!

[@Mr.Alexander.Smith.]

Congrats on the 90 days.

[@leons.kennedy6710]

I stopped drinking about that time too! I love non-alcoholic beers, really does help.

[@Tony-hu6wx]

Dang I need to do something like that… good job and keep up the good work!!

[@notorious3602]

As someone with a breathalyzer, this and a baclofen works but so does cola with baclofen

[@inspectorgadget346]

Just out of curiosity, how are the extracting the alcohol out. It appears that they're using the same techniques to make alcoholic beer. Are they evaporating the alcohol off and sell it to other establishments?

[@dustypilkington7290]

Recovering alcoholic here. Back in my drinking days, a was a huge beer lover. Athletic helps me stay sober. I get to enjoy the malted barley and hops when I get a craving for a beer, without blowing up my life again. Great company!

[@NazriB]

Lies again? Grab Drinks USD SGD

[@Directorkey718]

Thank you for delivering us from the horror of O'Douls

[@snoopaloop007]

🤣

[@speedracer2please]

I love this kind of online investigative journalism on random things I've been wondering about! This gives me a couple more questions, like what suddenly increased the demand for this? Or if it was always there, what suddenly made this quality NA beer suddenly possible? Was this seriously always a waiting opportunity and nobody really put in enough effort until recently? Socializing in my 20s without drinking was really frustrating, I'm so happy to see these options in every bar, restaurant, and store now. I don't have to be the only weirdo holding a soda.

[@kylohurtado6400]

As a 12 year old, i can assure you that this beer tastes like the real deal.

[@davidmallinson]

good to know😎

[@zekecowans7792]

You're not 12. Or your daddy wrote this

[@alexgonzalezMI]

I'm calling your mom.

[@VGMurders]

Congrats on your newfound sobriety.

[@The_Internet_Is_Overrated]

Figured you'd be on the seltzer at 12. They're made for palette of a child just like vapes were...

[@TheHehe1223]

I've tried a few of their beers and they're honestly the best non-alcoholic beers ive had.

[@futureshocked]

I cofounded a brewery and I'm actually 100% on board for what Athletic and non-alcoholics are doing. It's great!

[@bngnyc]

I tried couple of brands, and they were surprisingly good, same taste but without the alcohol.

[@ericcomp7032]

Booooo

[@mickjames666]

No thanks

[@Jack-zj1ug]

@@mickjames666why? Don’t you enjoy the flavor of beer?? This one won’t permanently shrink the size of your neocortex.

[@RayEccleston]

I have tried many non alcoholic beers and Athletic is by far the best. The taste rivals that of regular beers, but the lack of alcohol made it perfect for me who wanted to reduce my alcohol intake.

[@brandonsmith2299]

Hahaha this is one hell of a marketing campaign never heard of these guys…

[@STC987]

@@brandonsmith2299 because they are relatively new and make a product you aren’t interested in.

[@AndrewAntonelli-dj4qt]

sober for 10 months, never had drinking problem but had to stop for my blood pressure, love this beer becuase the taste. taste great with food, buy a six pack a week

[@innocentrage1]

Same. If you need low sodium spices, spicology is good and for bbq sauce uncle joes is only 25 mg per serving

[@jewelqueen5949]

Same!!!

[@Max78912]

obviously theres a demand for these products but its insane to me that people love the taste of beer so much

[@valleyofiron125]

It's a taste preference in genetics. Beer is one of my favorite flavors hoppy, bitter, pilsner, ipa, whatever. Sweets taste terrible to me, soda has tasted bad to me since about age 12. I prefer baking chocolate to milk chocolate.

[@homosexualbiologicalmale--3]

beer dont taste delicious so is probably a peer presure that all , peer presure mean scam lies

[@ShapeyFiend]

You get sodas that are brewed also. People are more accustomed to a Coke but given some budget you can create a lot more interesting flavours that don't have 5 teaspoons of sugar in.

[@TJMartinek]

There's nothing I hate more than being with coworkers and everyone's drinking and there aren't any non-alcoholic options. Nothing against drinking, My coworkers just aren't going to wake up at 5am to run a 10K.

[@machinmon.]

Smoke marijuana

[@rudysal1429]

Drink water, tea, or soda? While I really enjoy beer, the main point is for the alcohol. Not spending a lot of money for non-alcoholic. I will just drink water or iced tea if I'm not drinking.

[@PositivelyPessimistic42]

The first IPA I ever had was when I quit drinking. 4 years sober. I love this stuff

[@DM-fv7hw]

I quit alcohol in 2022 and haven't looked back. Athletic Brewing is THE standard on non-alcoholic beer.

[@UpcountryWarren]

I have a cold glass of Run Wild IPA every day. Started off with dry January - it became dry February, March, and now April.

[@SuSpicious9748]

Keep it up! Congrats!

[@Eric-jb1ym]

alcohol destroys your gut, screws up your sleep, increases anxiety and makes depression worse. It's amazing to me that people continue to do this to themselves.

[@drinkingpoolwater]

its part of american culture. beer, football, cars, etc

[@mickjames666]

That's life

[@James-dy6zh]

Alcohol helps me sleep and gets rid of my anxiety

[@JBguitar-cj8pc]

@@James-dy6zhI find that anxiety is really bad once I wake up the next day though 😬 I do love beer though haha.

[@JBguitar-cj8pc]

@@drinkingpoolwaterwestern culture in general

[@clarklowe5632]

Athletic Brewing was the first good tasting NA I ever had. I started drinking it when it first started in 2018. Discovered it at cycling events first. Love it but got alot more expensive.

[@smhdpt12]

Yep, it's strange it's just as expensive as quality craft beers. Gimme a break!

[@heidikamrath1951]

They sell it at Costco now. Becoming more mainstream (and cheaper).

[@drmiteshtrivedi]

If you havemt tried their beers, do yourself a favor and do it. They are remarkably good, and most are 100 cal or less. I dunno how they do it, but they are the best in the niche

[@jewelqueen5949]

100%

[@damatar]

So great to have this option when I want to chill with a beer but don't want the alcohol. Cheers!

[@mickjames666]

Why drink then. This isn't beer.

[@STC987]

@@mickjames666 you have to comment on everything? It’s better than beer.

[@anastasializzi1755]

Thanks for catering to this niche! Ive been exploring non alc options

[@brandonsmith2299]

O’fouls had been around for at least 20 years 🤣 sorry you’re just learning about this my guy.

[@JNOBODYOFFICIAL]

This company is a go to for my household. 🎉 Bravo guys, we are proud to carry your products here at the Grand Canyon! See you on the trails, we love your mission!❤

[@NonAlcoholicBeerChannel]

Shouts out to Bill and the entire ABC crew!

[@yutheman]

I did not know they were #1. Love Athletic Brewing. Sometimes you are in the mood and don’t want the after effects.

[@RockSmithStudio]

Just started my path to sobriety recently, and Athletic Brewery is a huge reason why it's been going well. I love beer, and it's great to get good tasting beer where I don't have to compromise my sobriety

[@ct.inmyshoes8414]

It is awesome to have ABC breaking the ice for some many other NonAlc craft brands.

[@cutterholt3987]

Holy smokes that’s impressive. If Pabst can make a N/O that tastes the same I’d be so happy.

[@shakalakameccalekka4759]

Would love a deep dive in the Non-alcoholic beer investigation in testing ppl in a study and evaluating the future impact of this line of beers.

[@fnsactionandadventure8863]

Over a year no alcohol. I’m just done. Never going back. This has allowed me to drink the taste that I love without a byproduct that causes liver damage, high blood pressure and other health issues. I love the direction this industry is going. Alcoholism is an epidemic. There is no denying it. And that is coming from someone in their 40’s who loved and drank for years. Just time to go down another path in life. Cheers and best of luck to all in their journey

[@Collinsv8]

As someone who is doing a 90 day fast of alcoholic beer and alcohol before my wedding, this timing couldn't have been better 😂 In all seriousness, I love beer. It's a treat to me. I don't need the alcohol to enjoy beer. It's like ice cream or a favorite desert. After listening to Andrew Huebermans podcast on Alcohol, my entire view of alcohol has changed. I still enjoy drinking, but I recognize the industry has carried this long time message of 'small quantities of alcohol are okay... it can be healthy for antioxidants... it can help you sleep'. As stated in the video, more and more researchers are coming out with good evidence any alcohol is not good for you. It makes me sad to hear.

[@MachE_Mutt]

I tried their beers because of the reduced calories. What great flavor! I keep 2 - 3 varieties in the beverage fridge at all times. Haven't loved them all but most suit my tastes perfectly.

[@magedojo]

I recently cut way back on my drinking. Run Wild IPA has been a life saver.

[@PretzelGuy5280]

I've been sober for nearly 12 years. Socializing has been an anxiety inducing mess for me, especially after the pandemic. Really curious to see how these help out the anxiety, and will allow me to get back out there and socialize again.

[@chadh.6124]

weed is the way to go

[@joelrobertson71]

The NA beer game has changed. I've only tried one of the athletic varieties. It was good, but I prefer the Stella, sam Adams, Guinness, and Henekin options. I got the alcohol out of my life over 9 months ago. Best decision I have ever made.

[@amygobet]

Love these beers! My choice everything for non alcoholic.

[@shoognboogadventures1722]

What a great video! Excited about on tap too!

[@ianray8823]

When it comes to beer I'm just in it for the destination more than the journey

[@dominicpacoe6116]

I love this brewery! So tasty!

[@Sota2d]

oh yeah. They are great. Drinking their hazy ipa right now! Cheers.

[@mariefinch9568]

I like the Athletic Lite. Perfect for hot summer days and it is their only organic item

[@anthony7960]

great story, thanks for covering this!

[@ratkade]

I have been a NA drinker for 30 years. On vacation in the FWI Caribbean, I found that Heineken 00 is the most available with some stores / restaurants having Stella. My local WI store just offered Tsingtao 0.0. Over the years, St. Pauli Girl, Beck's and Clausthaler were the traditional standards. Athletic is not as flavorful at Clausthaler, but at times it is the only NA offered. I see that Lagunitas is also expanding in the NA market. It is all a matter of regional marketing and availability ... we are a trapped and will accept whichever brand is on the menu. But, Clausthaler is still number one!

[@ratkade]

I forgot Guinness 0. They were also available throughout the Caribbean and they also sell at Whole Foods. Too much of a caramel flavor for me. And I know NA drinkers loyal to Sam Adams. If Athletic is the top US seller, I wonder which brand has worldwide dominance?

[@heidikamrath1951]

I love the Clausthaler dark. The one with grapefruit is also interesting; nice on a Summer afternoon.

[@stelliosbonadurer359]

Even before I stopped drinking I liked these to pace myself/not get drunk on some occasions, they're quite good. (although they make the $ savings from quitting not as good)

[@JasonB808]

I started drinking non alcoholic beer last year because I was suffering from afib. Alcohol can tricker afib and make symptoms worse. Athletic is one of the better tasting Non alcoholic beers out there. Sober Carpenter is another good one. I had my condition cured by cryo ablation late last year, I recently drank real beer in a year. This is so I know how my body would react to it because I am traveling to Japan to visit brother and his wife. Japanese love their beer so the restaurants may only have beer on the menu. 😅

[@cede-hf7vi]

I love athletic, I take breaks from alcohol for my health, but I love the taste of beer, so this has been amazing for me.

[@cruisinusa5110]

2.5 years sober

[@colokor]

Love it, non alcoholic is perfect if you like to be productive by 6am!

[@ponyphonic]

Can't wait to see them on tap. Their stuff is great.

[@jeffarose]

It’s not beer, it’s a “malt beverage”, as the label says. It’s also not completely non alcoholic. It can be labeled a such if it contains less than 0.5% ABV as many natural products that ferment, such as apple cider could contain similar levels of alcohol.

[@fullmetalfreedom]

Im in!!!! I want this and i know many that do also!!!!

[@interwebzful]

i still drink but am "sober curious" i guess... just because of what it does to my body. anyway this beer is good, i like it a lot. i'm a super fan of all this explosion of NA drinks, too, also the spirits. honestly if the tastes are complex and get you thinking and debating and guessing ingredients, what's the problem. i'm here for it.

[@JohnYuFitness]

May these products allow people to enjoy the social benefits of alcohol while avoiding the negative physical symptoms!

[@CJ-cv1ds]

Top notch product

[@jameswebb9738]

Nice work!!

[@seau59]

I love Athletic; I like better than Miller Lite ...my favorite? The 25calorie can...awesome!

[@SecretCollage]

Many who are sick can not have alcohol anymore and this helps them socialize!

[@EmperorOfTheScrubs]

This is an interesting phenomenon

[@glenncocoa5029]

Next step- Craft Beer Bread

[@JelloTalks]

"One thing you won't find here is alcohol." Except their beer is 0.5% abv.... like most other NAs....

[@heidikamrath1951]

Yes, you can’t buy in self checkout be a use they want to see ID. Aaargh.

[@geebo6569]

@@heidikamrath1951not universally true. Just bought a 6 pack of Run Wild at self checkout at King Soopers (Kroger). No ID check required. Paid and walked out.

[@RaulManjarrez]

Love their beers!

[@HKim0072]

A Guinness or a Hefeweizen are the only beers I could genuinely say, "ok, I'd drink that without alcohol".

[@KevinSmith-qi5yn]

I would drink a good red ale or sour as well without alcohol.

[@grantwatson927]

Guiness makes a great non-alcohol version. You might not even notice it's NA if you're not really paying attention.

[@JB-jz9ib]

The best Guinness 0 I have had was in Dublin , they had it on draught , incredible ! I like Athletic Run Wild but I really wish they would make it in a bottle , I love the taste of beer in a bottle .

[@djp1234]

If they can make a good Hefeweizen, I'll buy it.

[@PDXNY]

With the 1000s of options of what one can drink, non-alcoholic beers and liquors make absolutely no sense to me. But ok, to each their own. What I really don’t understand are all the comments of “recovering alcoholics” that drink beer or liquor that are non-alcoholic. Wouldn’t one want to avoid anything that could remind and trigger one’s past abusive addictions?

[@bernardthefourth]

It's good... feeling better too.

[@southhillfarm2795]

I would love this bec@se it has no sugar or a lot less sugar than pop.

[@itzgamerz3102]

Brands in Europe like Heineken only started to promote it because you can’t advertise alcoholic drinks in Europe

[@Cock_Diesel]

i like to add a shot of jameson to mine

[@nataliemanzo34]

as a janitor of ten years i can assure you. non alcoholic beers are great

[@handle11141]

It is the second time to have happened to me that I purchased a 24 pack of Pepsi from Walmart and couple of the cans were of bud light beer cans..

[@Waltaere]

Cheers 🍻

[@valleyofiron125]

Beer coffee and water are my main beverages. The new NA beers are fantastic. I got hooked on athletic first but quickly found others. My favorite is Partake IPA and it only has 10 calories. Guiness is great. Best-day brewing has one called electro-lime that is realy good but can be hard to find. Budweiser zero is one i realy grew on me but it has a pungent taste that some will not like. Hoplark makes a citra hop water that is 0caloie and the flavor flipping amazing. Thehop water that i did not like at all was the most popular one, Lagunitas. It tastes sweet like they add la croix chemicals to it. It tastes like artificial sweetner. Thats probably why it is popular. A lot of people like to drink syrup.

[@gregnulik1975]

Do they have a sampler pack ?

[@Neverendingkill]

Coors NA is my go to for value and taste....and 40 calories

[@devinleisinger4855]

Lagunitas hops and the serrias also good love

[@UnCoolDad]

You didn't say how. This is basically an advertisement.

[@bloodlove93]

its the metaphorical proverbial perpetual way they described through that one section if that doesn't make sense... good it's bs

[@ae333]

The brewing method is all proprietary, that’s why Athletic blew up

[@applesocks89]

they said it at 0:54 athletic pinpointed a market (that people are not spending most of their time drinking alcohol) that no other beer brand was catering to the time in your day that you aren’t drinking alcohol

[@UnCoolDad]

@@applesocks89 yet other non alcoholic beers and beverages already existed, so that isn't the full answer.

[@cassj9170]

Shut up

[@innocentrage1]

Wish it wasnt more expensive then regular beer

[@user-zu2jw5ib6y]

wow another ad good job

[@darrenc5563]

I’d recommend anyone to try Asahi non alcohol version. Tastes just like a beer!

[@mikeyking1253]

I’m basically drinking bread with water

[@jeffgavid2367]

My ten year old loves Non-Alcoholic beer.

[@zekecowans7792]

Well it technically isn't non alcoholic so Shame on you

[@mickjames666]

You kids a duch bag. My father gave me a REAL BEER when I was 10yrs old.

[@stephengloster8137]

Upside Dawn - gluten free N/A - it's awesome!

[@uzomanwosu]

For my novice view of things, athletic brewing is dominant for one thing only, distribution. It's a good product but not a superior product. That's not the take anything away from their achievements. They are clearly opening the door for the NA category at large.

[@jumpjasper5276]

So grain to glass?or LME and Flavor Extracts. You know, you know. Good job

[@VILJL]

More Americans are looking out for their livers. Over 40% of Americans say they’re trying to cut back on alcohol in 2024, according to data from NCSolutions. That number goes up to 49% for millennials and 61% for Gen Z, according to the data. Around the world, nonalcoholic drink consumption is expected to go up by a third by 2026, according to International Wine and Spirit Research. Bars have also taken note of this shift in consumers' tastes, with New York City having the most sober bars in the US. Cheers to that.

[@Rose41640]

Make it flavorful.

[@Novastar.SaberCombat]

I don't drink, but... cool. Whatever's clever! :) If people like the taste of a drink and it hydrates and "feeds" 'em, then, sure... whatever works.

[@jstelm]

An entire industry developed for people too embarrassed to just tell their friends they don’t want to drink… You can go places without drinking… I promise

[@CJ_222]

lmao im 90 days sober and im not embarrassed to drink non alcoholic beer. its helps me curb the craving to get drunk. all my friends know im sober and support it. I promise you no one is drinking non alcoholics because they feel embarrassed, its because we love the taste of beer.

[@Droidman1231]

Non-Alcoholic versions of regular beers I find bad because their flavor profile depends on the alcohol so taking it out it tastes bad. I've had athletic beers and starting with a taste knowing it won't have alcohol in it makes it taste much better imo. I just wish they weren't the price of a regular beer haha

[@chasefiebig]

Speaking as an alcoholic, and I've been free from the stuff for almost 5 years now. Non-alcoholic beers have always confused me. The idea of even tasting something relating to alcohol is triggering for me. Taste association? Even putting yourself in a bar setting to drink this? Beer doesn't taste good enough to drink (there are far more refreshing beverages), so I think all these products do is serve as a on-deck option until you fall off the wagon again. ¯\_(ツ)_/¯

[@Stone8age]

I thought this is a regional thing. In Gulf states, they really want to drink beer but since alcohol is prohibited, only non alcoholic ones are available. There are giant aisles with familiar brands but with their non alcoholic offerings.

[@heidikamrath1951]

Alcohol is prohibited? Really? I thought maybe prohibited for sale in grocery stores and that you need to go to a liquor store to buy it.

[@Stone8age]

@@heidikamrath1951 99% of populace has no legal way to buy alcohol. in UAE or Qatar non-Muslim permanent residents can obtain permits to buy booze at few shops. High end hotels also offer some alcohol. In Saudi Arabia it's super strict in this regard. MbS might change this a bit but the country is still extremely conservative.

[@heidikamrath1951]

@@Stone8ageOh! Sorry! I misunderstood: by “gulf states” I thought you meant the southern United States bordering the Gulf of Mexico. I didn’t know you referred to the region as “states.” I thought they are countries? Dumb American here! 🙃

[@anthonyjames4319]

I dig it.

[@JohnnySoCal]

Im not a heavy drinker.... but doesn't non-alcoholic beer defeat the purpose of alcoholic beer? To loosen up?

[@thatoneguyfromthatoneplace9515]

That's not the point of a beer

[@greenlion6544]

My wife and I enjoy this more than alcoholic beer. Better taste, less calories and no drunkeness

[@mickjames666]

Why drink. This isn't beer. Real beer has alcohol. This is crap

[@BorninFlames237]

​@mickjames666 LOL did you know beer has been brewed with mininal alcohol since its conception? In the middle ages, kids would often have baby mash, which was beer that in a pint had less alcohol than a teaspoon of cough syrup. This isn’t even close to a relatively new thing. All those double ipas get to your neocortex already?

[@greenlion6544]

@@mickjames666 wut? lol

[@jsmunitions1471]

Love the taste... but have to stay away from alcohol for the most part because of medication. This stuff is just the ticket.

[@Darksh0t009]

Non alcoholic beer is awesome I’ll usually get one if I go out with work colleagues or on a DD night.

[@KamalBerman]

I'm in!

[@tajeshkalia1293]

Why do you say it's non beer when you say on 1:15 they sold beer?

[@jeffcmo1957]

What? Peps got tired of Busch NA and O’Douls? 😢

[@SlightlyOddFilms]

Why do I want the carbs and no fun

[@vsznry]

Waiting on Cannabis Beers cuz its a cousin of hops. #BuddhasBrew

[@bloodlove93]

easy d.i.y just buy or make tincture, mix into drink. i keep 4 cups of tea by me throughout the day,each with 80mg thc tincture mixed in.

[@milosnestorovic1594]

It's simply industry,economy business, and it doesn't depend on alcoholic and non-alcoholic beers and trifles, Absolutely...