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“Athletic Brewing was founded in 2017 by John Walker and Bill Shufeldt, and they started brewing in Gatorade jugs—5 gallons at a time until they got something that they were really proud of.” - Andrew Katz
The alcoholic beverage industry is undergoing a major transformation, and nonalcoholic beer is at the forefront of the movement. With consumers prioritizing health, wellness, and moderation, brands like Athletic Brewing Company are capitalizing on this shift. But what does it take to not only compete but dominate in a category traditionally ruled by alcohol-based brands? In this episode, we dive into the marketing strategies, industry challenges, and consumer behaviors shaping the future of beer.
Andrew Katz is the Chief Marketing Officer at Athletic Brewing Company, where he leads the brand’s rapid growth in the nonalcoholic beer category. With a background spanning global brands like Heineken, PepsiCo, and American Express, Andrew brings a unique blend of corporate experience and entrepreneurial vision to his role. Since joining Athletic Brewing, he has helped the company secure a 19% market share, expand into international markets, and develop new product innovations that cater to the evolving drinking habits of consumers.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Breaking the Beer Industry Mold
Most legacy beer brands struggled with nonalcoholic brews because they were tethered to their existing formulas. Athletic Brewing had no such constraints, allowing them to create the best-tasting nonalcoholic beer from scratch. This freedom led to the development of over 50 beer styles, including IPAs, hazys, and lagers, setting the brand apart from industry giants. For brands, this highlights the power of starting fresh and not being weighed down by legacy constraints.
The Secret to Athletic Brewing’s Marketing Success
Unlike traditional beer brands that rely heavily on mass advertising, Athletic Brewing built its brand through grassroots marketing—getting “cans in hands.” Founder Bill Shufelt personally drove up and down the East Coast, introducing the product at road races and fitness events. This authentic sampling strategy created immediate trial and strong consumer advocacy. The takeaway? Experiential marketing and real-world engagement can be more powerful than traditional ads.
Distribution Challenges & Opportunities
Despite being a nonalcoholic beer, Athletic Brewing follows the same distribution model as traditional beer, selling through beer distributors and liquor stores. However, unlike alcohol brands, it can also be placed in health stores, cafés, and fitness centers, opening up new growth channels. This underscores the importance of thinking beyond category norms and exploring alternative retail opportunities.
The Rise of the “New Temperance Movement”
Consumers are becoming increasingly health-conscious, with wearables and biometrics reinforcing the benefits of reducing alcohol consumption. Figures like Andrew Huberman have amplified the conversation, raising awareness about alcohol’s health risks. This trend isn’t just about avoiding alcohol but optimizing well-being, performance, and mental health. Brands must align with these shifting consumer priorities to stay ahead.
Influencer & Cultural Partnerships Are Key
Athletic Brewing has successfully leveraged influencer marketing, partnering with high-profile figures like country artist Walker Hayes and fitness influencer Brian Maza. But what sets them apart is authenticity—their ambassadors genuinely love the product, which resonates with their audiences. This proves that the best influencer partnerships come from real brand affinity, not just paid endorsements.
