PR Newswire
70% of concertgoers crave more non-alcoholic alternatives at live music events
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MILFORD, Conn. and SAN DIEGO, Feb. 11, 2025 /PRNewswire/ — Athletic Brewing Company, America’s largest dedicated non-alcoholic brewer, is bringing its award-winning brews to the heart of the live music scene with an exciting new multi-year partnership. Athletic is now the official non-alcoholic beer partner for more than 100 Live Nation concert venues across the U.S., including renowned locations such as Brooklyn Paramount, Shoreline Amphitheatre, and The Gorge Amphitheatre.
Responding to growing consumer demand for non-alcoholic beverage options, with 70% of live music fans saying they want more beverage options at concerts2, the partnership also extends to four major music festivals: Bonnaroo Music & Arts Festival, BottleRock Napa Valley, Festival La Onda, and Two Step Inn.
This partnership marks a pivotal step in Athletic’s mission to make moderation more accessible by not only reimagining how non-alcoholic beer is made but also by leveling up the live music experience. By offering fans more NA choices, Athletic is broadening how audiences enjoy unforgettable moments at concerts and festivals. Legal drinking age music fans can now enjoy Athletic’s most popular brews like Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA, and Athletic Lite, with selections varying by venue.
“We’re thrilled to partner with Live Nation venues and bring Athletic’s great-tasting brews to center stage at some of the most iconic venues and festivals across the country,” said Andrew Katz, Chief Marketing Officer of Athletic. “This partnership strikes a chord with concertgoers seeking non-alcoholic options that harmonize with their lifestyle. Now fans can enjoy the magic of live music and keep the beat without a buzz.”
Beyond event concessions, fans of legal drinking age can look forward to unique Athletic tasting experiences at venues and festivals. These experiences will include opportunities to sample the company’s award-winning brews, participate in giveaways, snag limited-edition merch, and more. The partnership also brings Athletic backstage, where artists and their teams can savor brews in green rooms, expanding the hospitality experience.
“We’re constantly finding new ways to give fans the best experience at our shows, and we’re excited to expand our offerings to match their evolving tastes,” said Maureen Ford, Live Nation’s President of National and Festival Sales. “With Athletic now at more than 100 venues and festivals, fans will have even more choices during their most memorable moments.”
Demand for non-alcoholic beer is surging, with sales growing by double-digits in each of the last five years. Athletic is the number one brand in the NA beer category, with over 19% market share and over 50% growth in 20243.
The partnership will enable Athletic to reach millions of new consumers and get cans directly into the hands of thirsty live music goers. This latest venture into live music builds on the company’s mission to revolutionize how modern adults drink by providing inclusive options for all lifestyles and occasions.
Fans can follow Athletic Brewing’s live music journey on Facebook, Instagram, LinkedIn, TikTok, X, and YouTube for updates on new offerings and experiences.
For press inquiries, please contact:
Athletic Brewing
Chris Furnari
| [email protected]
Jack Taylor PR | [email protected]
Live Nation
Danika Azzarelli
| [email protected]
Additional Assets:
Brand images can be downloaded HERE.
About Athletic Brewing Company
Athletic Brewing Company is America’s largest dedicated non-alcoholic brewer. Athletic is revolutionizing how modern adults drink by crafting game-changing NA brews that can be consumed anytime and anywhere. Launched in 2018, Athletic is now the number one non-alcoholic beer brand in America4 and a top 20 U.S. brewing company5. Its award-winning brews are available nationwide at over 50,000 retailers and 25,000 on-premise venues. Athletic operates custom breweries in Connecticut and California and donates up to $2 million annually to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Athletic is proudly a Certified B Corporation™. Learn more and shop at www.athleticbrewing.com.
About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship. For additional information, visit www.livenationentertainment.com.
1, 2 Source: Live Nation 0% Proof Custom Study, Soundboard, Spring 2024
3, 4 NielsenIQ, Total US xAOC + Liquor Open State + Conv, CYTD Wks ending 12/30/24.
5 Brewers Association Top 50 U.S. Brewing Companies
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SOURCE Athletic Brewing Company
