More people are deciding to order a non-alcoholic beer every day. Their next decision is which brand to ask for.
Athletic Brewing is determined to be the answer, expanding availability to more places where people consume beer—restaurants, bars, stadiums and concerts—and supporting that with new advertising that encourages consumers in those spaces to ask for Athletic by name. The brand worked with the agency Fair Folk on the ads.
“It’s not going to be an overnight sensation. This is a category people come to on their own, and when they discover us, we get into their repertoire, and we just become part of what they’re drinking,” Andrew Katz, chief marketing officer of Athletic Brewing, said on the latest edition of the Marketer’s Brief podcast.
Athletic is benefitting from rising interest in non-alcoholic beer, which is driven by the health and wellness movement and the fact that Gen Z drinks less than previous generations. The uptick has led to so-called zebra-striping, in which drinkers alternate between non-alcohol and alcohol beers in the course of a night.
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