How Athletic Brewing Co. Became The King Of Non-Alcoholic Beers

Summary

Athletic Brewing Company, a Connecticut-based craft brewery, has revolutionized the non-alcoholic beer market with its innovative approach. Founded by someone from the financial world, it has grown to become the top non-alcoholic beer brand in the US, capturing 19% of the market. Despite the challenges faced, the company has seen its revenue surpass $90 million, selling over 250,000 barrels. With a focus on health trends and a minimalist design, Athletic Brewing aims to provide a high-quality alternative for both drinkers and non-drinkers, aiming to be the top choice for consumers seeking a tasteful, alcohol-free option.

Takeaways

• 🍺 The founder of Athletic Brewing Company had a successful career in finance but was drawn to create a non-alcoholic beer brand due to personal experiences with the need for more moderate drinking options.
• 🏭 Athletic Brewing Company is a midsize craft brewery based in Milford, Connecticut, known for producing a variety of beers without alcohol, including IPAs, dark beers, light beers, and seasonal offerings.
• 🌟 The company has achieved significant success, with revenue surpassing $90 million and becoming the top non-alcoholic beer brand in the US, capturing 19% of the market.
• 📈 The non-alcoholic beer market has seen substantial growth, with a 39% increase in sales in 2020 compared to a 13% growth in alcoholic beverages, indicating a strong consumer trend towards healthier alternatives.
• 🔬 Athletic Brewing approaches beer recipe design by working backwards from the desired taste experience, focusing on expressing the characteristics of malt and hops to create a flavorful non-alcoholic beer.
• 🏆 The brand has managed to outperform established beer companies in the market, even surpassing non-alcoholic offerings from major brands like Heineken and Budweiser.
• 🛒 According to Whole Foods data, Athletic Brewing is the top-selling beer brand, including those with alcohol, highlighting its broad appeal to consumers.
• 🌐 The target audience for Athletic Brewing is not limited to non-drinkers but also includes those who enjoy alcohol occasionally and are seeking healthier options for other days.
• 📊 The non-alcoholic beer market is currently valued at $20 billion and is projected to double by 2033, reflecting a growing demand for alcohol-free beverages.
• 📈 Between 2022 and 2023, US sales of non-alcoholic beer jumped by 32%, largely attributed to increasing health and wellness trends and better access to health information.
• 📍 Athletic Brewing is expanding its footprint and launching draft beers to further normalize non-alcoholic options in bars and restaurants, aiming to make it easy for consumers to order non-alcoholic beers casually.

Q & A

What was the founder's initial career before starting Athletic Brewing Company?

The founder had a rewarding, exciting, and challenging job in the financial world, which involved frequent work dinners and social events.

What is unique about Athletic Brewing Company's products?

Athletic Brewing Company produces a variety of craft beers, including IPAs, dark beers, light beers, and hazy spice beers, all of which are non-alcoholic.

How does Athletic Brewing Company differentiate itself from traditional breweries?

Athletic Brewing Company focuses on producing non-alcoholic craft beers, which is a niche market that they believe is underserved and has significant growth potential.

What was Athletic Brewing Company's revenue in the past year?

Athletic Brewing Company's revenue past $90 million in the past year, selling more than 250,000 barrels of beer.

What is Athletic Brewing Company's market position in the US according to the script?

Athletic Brewing Company is the number one non-alcoholic beer brand in the US, capturing 19% of the non-alcoholic beer market.

How did the founder transition from a successful career in finance to starting a brewery?

The founder's transition was driven by a personal need for non-alcoholic beer options and a belief in the potential of the non-alcoholic beer market, leading to the creation of Athletic Brewing Company.

What is the significance of the non-alcoholic beer market's growth in the past five years?

The non-alcoholic beer market has seen significant growth, with a 39% increase in sales in 2020 compared to a 13% increase for alcoholic beers and ciders, indicating a shift in consumer preferences.

What challenges did Athletic Brewing Company face in the early stages?

In the early stages, the founder faced challenges such as a lack of industry recognition and the difficulty of convincing established beer companies to take non-alcoholic beer seriously.

How does Athletic Brewing Company approach recipe design for their non-alcoholic beers?

Athletic Brewing Company approaches recipe design by thinking backwards, focusing on the desired taste experience and how to express the characteristics of malt and hops without alcohol.

What is the current market value of the non-alcoholic beer market and what is the projected growth by 2033?

The non-alcoholic beer market is currently worth $20 billion and is expected to double to $40 billion by 2033.

How does Athletic Brewing Company plan to expand its presence in the market?

Athletic Brewing Company plans to expand its footprint by launching draft beers on tap, which will allow for greater accessibility and visibility, further destigmatizing the non-alcoholic beer category.