LONDON, U.Okay. and MILFORD, Conn.— Athletic Brewing Firm, America’s largest non-alcoholic brewery, right now introduced it has teamed up with Arsenal, turning into the membership’s first Official Non-Alcoholic Beer Associate.
Beginning this August, the partnership will see cans of Athletic’s award-winning Run Wild IPA obtainable at Emirates Stadium for all males’s and girls’s matches. Moreover, Run Wild IPA will likely be served on draught on the membership degree.
“As we proceed to develop our footprint within the UK, we’re honoured to accomplice with Arsenal, an establishment synonymous with not simply English soccer, however the sport on a worldwide stage,” mentioned Invoice Shufelt, Co-Founder and CEO of Athletic. “Soccer is a sport that could be a catalyst for group constructing, with fandom being handed down from one technology to the subsequent. Our worldwide footprint is increasing, and alcohol moderation is sweeping the globe, particularly among the many subsequent technology of customers. This partnership represents an thrilling milestone in our journey to revolutionize the way in which the world drinks. Whether or not supporters are having fun with an Athletic at residence, on the native pub, or on the concourse at Emirates Stadium, we’re excited to be part of Arsenal matchdays this season.”
To amplify the partnership, Athletic may even put money into a advertising marketing campaign that includes Arsenal gamers and can run a sequence of promotions, together with in-stadium sampling activations, social media giveaways, and VIP supporter experiences.
“One side of this partnership that really excites us is its inclusion of each the boys’s and girls’s groups,” added Shufelt. “With Arsenal Girls making Emirates Stadium their new foremost residence this season, we’re thrilled to be a part of the matchday expertise for all of the workforce’s supporters by serving our brews all through the stadium. The recognition of ladies’s sports activities has arrived and is right here to remain, and the fervour for the ladies’s workforce is clear by the attendance data they’ve set.”
Juliet Slot, Arsenal’s Chief Industrial Officer, mentioned, “I’m so happy to welcome Athletic to our household. We’re all centered on shifting ahead after record-breaking seasons for each our males’s and girls’s groups in 2023/24. We need to push on, and new companions like Athletic are very important in supporting our progress so we are able to proceed to put money into our groups and compete for main trophies. Our supporters stay on the coronary heart of this journey, and with extra matches coming to Emirates Stadium this season for each groups, we’re excited to work with Athletic to boost our matchdays.”
Gross sales of non-alcoholic beer are on the rise within the UK, with spending on no-and-low alcohol beer surging by 38% on matchdays this summer1. In the meantime, within the U.S., off-premise greenback gross sales of non-alcoholic beer are up practically 30% year-to-date2.
The partnership with Arsenal demonstrates Athletic’s ongoing funding to broaden within the UK, and builds upon the firm’s celebration of the Summer time of Sport. Following the success of its summer season marketing campaign within the U.S., Athletic final month launched the “Ask For Athletic” promotion at Mitchells & Butlers, a number one operator of eating places and pubs within the UK, providing free cans of Run Wild IPA at taking part All Bar One, Nicholson’s, and Fort Pub venues. The initiative has expanded the supply of Athletic brews to over 230 places managed by Mitchells & Butlers.
Notes to Editors
A pioneer within the non-alcoholic beer class, Athletic has distinguished itself from rivals by creating a proprietary course of to make absolutely fermented non-alcoholic brews which might be indistinguishable from their full-strength alcohol counterparts.
Run Wild IPA, which not too long ago acquired a “Nice Style” award from the Guild of Wonderful Meals, is the last word sessionable brew at lower than 0.5% ABV. It comprises 65 energy and is rigorously crafted with premium malt and a mix of 5 Northwest hops. The result’s an IPA with an approachable bitterness and basic piney, citrusy aromas with a delicate but complicated malt profile.
Athletic — ranked by the Brewers Affiliation because the tenth largest U.S. craft brewery and twentieth largest general U.S. brewing company3 — is America’s primary non-alcoholic beer model. With greenback gross sales rising by 60%, Athletic at present holds over 19% market share inside the U.S. market4.
About Athletic Brewing Firm
Athletic Brewing Firm is the primary non-alcoholic beer model in America and the twentieth largest general U.S. brewing firm. Based by Invoice Shufelt and John Walker in 2017, Athletic is revolutionizing how fashionable adults drink by crafting game-changing non-alcoholic brews that may be consumed anytime and anyplace. Launched within the UK in 2021, Athletic has steadily expanded the supply of its brews at main on-and-off commerce retailers. Athletic was named one among TIME’s “100 Most Influential Firms” of 2024 and chosen as one among GQ’s 20 most inventive corporations on this planet. It operates two customized breweries within the U.S. and donates as much as $2 million yearly to defending and restoring outside areas throughout the globe through its Two For The Trails program. Athletic is proudly a Licensed B Company™. Be taught extra and store at uk.athleticbrewing.
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1 Kantar Insights, July 2024
2,4 NielsenIQ, Complete US xAOC + Liquor Open State + Conv, CYTD Wks ending 7/13/24.
3 Brewers Affiliation Prime 50 U.S. Brewing Firms
