Athletic Brewing Company has recently announced its partnership with Arsenal, making it the English soccer team’s first official non-alcoholic beer partner. As part of the agreement, Athletic Brewing’s Run Wild IPA will be featured at Emirates Stadium during both men’s and women’s matches. In return, Athletic Brewing will launch a marketing campaign and a series of promotions.
The Run Wild IPA, with an alcohol content of less than 0.5% ABV, will be the go-to non-alcoholic beer option for Arsenal fans. This partnership is not only a significant milestone for Athletic Brewing but also an opportunity for the company to expand its reach in the UK market.
Bill Shufelt, co-founder and CEO of Athletic Brewing, expressed excitement about the partnership, stating, “Our international footprint is expanding, and alcohol moderation is sweeping the globe, specifically among the next generation of consumers. This partnership represents an exciting milestone in our journey to revolutionize the way the world drinks.”
The demand for non-alcoholic beer is on the rise, both in the UK and the US. In the UK, sales of no- and low-alcoholic beer surged by 38% on match days this summer. Similarly, off-premise sales of non-alcoholic beer in the US have increased by nearly 30% year to date. This trend reflects the growing interest in healthier and more balanced drinking choices.
Arsenal is not the only sports entity embracing non-alcoholic beer. Guinness 0.0 is the official non-alcoholic beer partner of the Premier League, and Formula 1 promotes Heineken 0.0. This highlights the increasing recognition and acceptance of non-alcoholic options within the sports industry.
Juliet Slot, Arsenal’s Chief Commercial Officer, emphasized the importance of partnerships like this for the club’s growth and ability to compete for major trophies. The collaboration with Athletic Brewing will support Arsenal’s ongoing efforts to invest in their teams and continue their success.
In conclusion, the partnership between Athletic Brewing Company and Arsenal is a significant development in the non-alcoholic beer industry. As the demand for healthier drinking choices continues to rise, this collaboration not only benefits both parties involved but also reflects the changing preferences of consumers worldwide.
