STRATFORD, Conn. & SAN DIEGO, Calif.--(BUSINESS WIRE)--There is a light at the end of the tunnel for drinkers who’ve been thirsting for a classically simple yet expertly crafted light, non-alcoholic beer for any occasion – or no occasion at all. Athletic Lite debuts on March 7, with just 25 calories, 5 carbs, and zero hangover.
In 2021, just four years after its start, Athletic Brewing surpassed 100,000 barrels, something only a few dozen of the nation’s thousands of other craft brewers have achieved to date. The brewery’s rapid growth is driven by active, mindful consumers who also live an active social life, but want to avoid the downsides of alcohol. There had been virtually no innovation in the non-alcoholic beer market in the prior 25 years, allowing Athletic to unlock an entirely new market in the $116 billion beer industry.
With the launch of Athletic Lite, the brewer hopes to expand the beer segment once again by offering what’s been missing in the light beer category: a beer low in calories and carbs with zero hangover. Athletic Lite is brewed with organic grains and is vegan friendly, presenting drinkers with a crisp, dry finish.
The light beer category is dominated by brands like Michelob Ultra, Bud Light, Miller Lite, and Coors Light, but has struggled for decades in evolving to meet drinkers’ tastes. The segment has been declining, as consumers seek out high-quality, better-for-you alternatives in all aspects of their lives. According to IRI, light beer is down 5 percent since January, or $836 million, compared to last year, with 52 percent of the overall decline driven by the leading light beer brand family.
“Many brewers and beer drinkers may have considered this an impossible mission – to brew a non-alcoholic beer that is low in calories and carbs, but also great tasting and refreshing. At Athletic, we find challenges that others shy away from exciting,” said Bill Shufelt, Co-Founder. “And since an Athletic Lite is the number-one requested new style from retailers and our wholesaler partners, we embraced the challenge.”
Athletic Lite will be available at select stores nationwide beginning on 3/7. Consumers can find locations at athleticbrewing.com or order online and enjoy free shipping with two or more six packs.
“Athletic Lite was months in development, and definitely presented one of our biggest brewing challenges to date,” said John Walker, Co-Founder and Head Brewer. “It turns out after many test batches we were able to perfect a recipe that we are very proud of: a crushable, refreshing, and great-tasting everyday brew for any occasion. I’m looking forward to getting feedback from our community of drinkers,” he added.
About Athletic Brewing
Named by Fast Company Magazine as one of the “Brands That Matter” in 2021, and recognized as Craft Brewery of the Year by Brewbound, Athletic Brewing Company is reimagining beer for the modern, active adult. Their great-tasting craft brews provide a refreshing taste of craft beer, without the alcohol or the hangover. With custom breweries on the east and west coasts, their lineup has earned accolades throughout the industry, even against full-strength beers, including the 2021 US Open Beer Awards Gold medal for Run Wild. Additionally, Athletic Brewing’s “Two for the Trails” initiative donates 2% of all sales to trail and park cleanups and maintenance. Plus, as a part of their IMPACT Program, 1% of revenue goes to non-profit organizations that support positive impact and opportunity from the ground up in their communities. Athletic Brewing’s full portfolio of flagships, seasonal, and specialty beers are available for purchase on its website, www.athleticbrewing.com, as well as the company’s subscription offering – The Athletic Club.
