Athletic Brewing Company, the largest non-alcoholic brewery in the United States, has partnered with Arsenal, becoming the club’s first Official Non-Alcoholic Beer Partner.
Beginning in August, the partnership will see cans of Athletic’s award-winning Run Wild IPA available at Emirates Stadium for all men’s and women’s team matches. In addition, Run Wild IPA will be served on draft in the club level of the stadium.
Bill Shufelt, co-founder and CEO of Athletic said, “As we continue to expand our presence in the UK, it is an honor to partner with Arsenal, an institution synonymous not only with English soccer, but with the sport globally.”
He added: “Soccer is a catalyst for community building, with the fan base passing from one generation to the next. Our international presence is growing, and moderation in alcohol consumption is increasing around the world, especially among the next generation of consumers. This partnership represents an exciting milestone in our journey to revolutionize the way the world drinks. Whether fans are enjoying an Athletic beer at home, in the local pub or in the stands at Emirates Stadium, it’s exciting to be part of Arsenal’s match days this season.”
To amplify the partnership, Athletic will also invest in a marketing campaign featuring Arsenal players and run a series of promotions, including in-stadium sampling activations, social media sweepstakes and VIP fan experiences.
“One aspect of this partnership that really excites us is its inclusion of both the men’s and women’s teams,” Shufelt added. “With the Arsenal women’s team making Emirates Stadium their new primary home this season, we are thrilled to be a part of the match day experience for all of the team’s fans, serving our beers throughout the stadium. The popularity of women’s sports is here to stay, and the passion for the women’s team is evident by the attendance records they have set.”
Juliet Slot, Arsenal’s commercial director, was pleased to welcome Athletic to the team: “New partners like Athletic are vital to support our growth, so we can continue to invest in our teams and compete for major trophies”.
Sales of non-alcoholic beer are on the rise in the UK, with a 38% increase in spending on non-alcoholic or low-alcoholic beer on match days this summer. Meanwhile, in the U.S., in-store sales of non-alcoholic beer are up nearly 30% so far this year.
The partnership with Arsenal demonstrates Athletic’s continued investment to expand in the UK and builds on the company’s celebration of the Summer of Sport. Following the success of its summer campaign in the U.S., Athletic last month launched the “Ask For Athletic” promotion at Mitchells & Butlers, a leading UK restaurant and pub operator, offering free cans of Run Wild IPA at participating All Bar One, Nicholson’s and Castle Pub locations. The initiative has expanded the availability of Athletic’s beers to more than 230 locations managed by Mitchells & Butlers.
Run Wild IPA, which recently received a “Great Taste” award from the Guild of Fine Food, is an ideal session beer with less than 0.5% ABV. It contains 65 calories and is carefully brewed with premium malt and a blend of five Northwest hops. The result is an IPA with approachable bitterness and classic pine and citrus aromas, with a subtle yet complex malt profile.
Athletic, ranked by the Brewers Association as the 10th largest craft brewery in the U.S. and the 20th largest brewery overall in the U.S., is the number one non-alcoholic beer brand in the United States. With 60% sales growth, Athletic currently holds more than 19% of the U.S. market share.
