Livestream Dicussing Non-Alcoholic Brews with RationAle Brewing

New Partnership Brings Athletic Brewing Company's Non-Alcoholic Brews to 100+ Live Music Venues and Festivals

70% of concertgoers crave more non-alcoholic alternatives at live music events

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. 🛑 👀 Looking to try Athletic? Check out my special Rod J BeerVentrues link here for all of my followers and subscribers: https://tr.ee/F3crM8.

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Celebrate the Visionaries Who Shaped Craft Beer

The American Craft Beer Hall of Fame is proud to announce its inaugural class of inductees—visionaries, advocates, and entrepreneurs who helped shape the craft beer movement into what it is today. Join us live on February 15 at 3PM ET for a special virtual induction ceremony, where we’ll reveal and celebrate the individuals and organizations whose dedication and innovations have left a lasting impact on the craft beer industry. This is your chance to witness history and raise a glass to the pioneers who paved the way.

Register Now for Event Details

Who will be inducted?  How have they influenced the industry?  What stories and legacies will be shared? Craft beer is more than just what’s in the glass—it’s about the people, the passion, and the impact they’ve made along the way. This is your chance to celebrate those who have helped shape the industry we all love. Be there to witness this special moment in craft beer history!

Craft Beer Professionals | P.O. Box 6304, Norfolk, Virginia 23508 | www.CraftBeerProfessionals.org Want to talk beer? Always up for a call. Schedule the time that works best for you here.