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Athletic Brewing

Athletic Brewing Company’s Two For The Trails Grant Program Wins Double Gold At Halo Awards

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MILFORD, Conn., and SAN DIEGO, CA – Athletic Brewing Company, America’s largest dedicated non-alcoholic brewer, today announced that its Two For The Trails environmental grant program received two 2025 Gold Halo Awards for Best Cause Product Initiative and Best Sustainability or Conservation Initiative.

Now in its 23rd year, The Halo Awards, presented by Engage for Good, are the first and most prestigious honor for excellence in corporate social impact. They recognize the most innovative and effective partnerships between companies and nonprofits, celebrating organizations that are going beyond good intentions to deliver measurable change for both business and society.

Athletic Brewing was recognized for its commitment to protecting and restoring outdoor spaces worldwide through its Two For The Trails environmental grant program, which contributed up to $2 million to more than 170 projects in 2024.

“We started Athletic with the belief that business can be a powerful force for good,” said Bill Shufelt, Co-Founder and CEO of Athletic Brewing. “Two For The Trails is our way of giving back, and creating a positive ripple effect that’s felt for generations to come. This recognition is a huge honor and a testament to the amazing work of our nonprofit grant recipients.”

Established as a founding principle of the Athletic Brewing business plan, and named in honor of Shufelt’s family ritual of toasting post-trail adventures with two brews, the Two For The Trails program has grown into the largest annual environmental grant program in the craft brewing industry. To date, the program has contributed more than $6.3 million to trails and outdoor spaces.

“What makes Two For The Trails truly special is the diversity and integrity of the projects we support,” said Cara Wilson, Impact Manager at Athletic Brewing. “From regenerative land management and invasive species removal to improving ADA accessibility on trails, we’re committed to funding conservation work that’s thoughtful, impactful, and inclusive. With projects in 46 states and three countries so far, we’re aiming to expand our reach to all 50 states by the end of 2025 — helping more people connect with and care for the outdoors.”

Athletic Brewing’s commitment to sustainability and philanthropy extends beyond Two For The Trails. The company maintains exceptional levels of water recapture and efficiency at its custom breweries in Connecticut and California, donates up to $100,000 annually to meaningful causes through its IMPACT Brew Series, and is proudly a Certified B Corporation™.

Earlier this year, Athletic Brewing released a short film celebrating the work of three recent Two For The Trails grant recipients to raise awareness about the unique environmental concerns that each nonprofit encounters. The film is available to view on YouTube.

Nonprofit organizations interested in applying for the next round of Two For The Trails funding can sign up on the Athletic Brewing Company website. Applications open summer 2025.

The 2025 Halo Awards were presented live on April 24 at the Engage for Good Conference in Palm Springs, CA, where Athletic Brewing accepted the awards in person.

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 commercially in 2018, Athletic is the number one non-alcoholic beer brand in America1 and a top 20 U.S. brewing company2. Its award-winning brews are available nationwide at over 75,000 retail locations. 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™.

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Athletic Brewing Reimagines the New Year Reset with ‘Athletic January’ Campaign

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MILFORD, CT and SAN DIEGO, CA — Athletic Brewing Company, America’s largest dedicated non-alcoholic brewer, is reimagining the January reset with the launch of its latest campaign, “Athletic January.”

Drawing inspiration from Athletic’s trailblazing co-founder and COO, John Walker, who revolutionized non-alcoholic brewing by developing a new method for making NA brews, Athletic’s January campaign invites consumers to rethink their routines while experiencing the bold taste of Athletic’s award-winning brews. By harnessing the power of reimagination, consumers can shift their focus to what they reap rather than what they relinquish, inspiring a more enjoyable and fulfilling start to the new year.

“At Athletic, we believe a reset doesn’t have to mean giving up flavor or fun,” said Andrew Katz, Chief Marketing Officer of Athletic. “January has historically been marked by what you’re giving up instead of what you’re gaining. In the spirit of always innovating, we’re kicking off 2025 by inspiring drinkers to reimagine what’s possible, cherish moments of mindfulness and embrace moderation all year long.”

Athletic January: There’s Nothing Dry About It

To jumpstart Athletic January, the company will conduct a widespread sampling initiative, sharing its brews at hundreds of activations, retail samplings, and community events across North America and the UK. From January 10–17, Ask For Athletic Week takes center stage, making it easier than ever to enjoy a great-tasting brew. Customers who are 21+ can get a $5 rebate on one 12 oz. can or draft pour of Athletic at retailers across the U.S.*

Athletic is also enhancing its custom moderation tool, “Track Record,” which allows users to set personalized goals and chart their progress over time. Users can now choose how many dry days they want each month and monitor their momentum in real time.

Market Insights & Media Investment

According to global market research, 64% of consumers claim to be moderating their alcohol consumption1. Meanwhile, recent polling in the U.S. indicated that 26% of Americans plan to drink less in 2025, and 36% of U.S. drinkers plan to reduce or eliminate alcohol in January2.

To support the Athletic January campaign and continue driving brand awareness, Athletic is embarking on a multi-million dollar strategic media plan that includes the debut of new commercials across high-impact television, as well as out-of-home placements in key markets, streaming audio and podcast advertisements, digital media, and influencer endorsements.

Brewing Excellence & Category Leadership

Launched commercially in 2018, Athletic re-engineered nearly every step of the brewing process and developed a proprietary brewing method to make NA brews that rival full-strength alcohol counterparts.

“Unlike traditional methods that adjust a single part of the process, our approach includes 10–12 changes across all brewing stages,” Walker said. “The result is a finished product with a distinct flavor profile from other NA brews made using a handful of traditional techniques. Our innovative processes, some of which are patent-pending, showcase craftsmanship that is extremely rare and incredibly unique in the NA beer industry.”

An industry pioneer, Athletic has grown from one of the smallest breweries in America, producing just 875 barrels in 2018, to a top 20 U.S. brewery that sold over 258,000 barrels in 20233. With off-premise dollar sales growing by more than 50% year-to-date, Athletic currently holds over 19% market share within the non-alcoholic beer category4. The company now boasts three of the top 10 best-selling NA beers in the country in flagships Run Wild IPA, Upside Dawn Golden, and Free Wave Hazy IPA5.

“By transforming the quality and marketing of NA brews, we’ve made moderation more accessible and unlocked new occasions for the brewing industry,” said Athletic Co-Founder & CEO Bill Shufelt. “From the very beginning, our mission has been to redefine what’s possible and be the best part of our customers’ days. January is the perfect time to show new consumers why Athletic is the most decorated NA brewer and demonstrate how moderation can complement their lives all year long.”

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 America6 and a top 20 U.S. brewing company7. 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™.

Follow Athletic Brewing on Facebook, Instagram, LinkedIn, TikTok, X, and YouTube to stay up-to-date on all things Athletic.

1 IWSR Analysis of top 10 low/no-alcohol markets

2 Coefficient Capital, The New Consumer: Consumer Trends 2025

3 Athletic Brewing Company Internal Records

4, 5, 6 NielsenIQ, Total US xAOC + Liquor Open State + Conv, CYTD Wks ending 11/30/24.

7 Brewers Association Top 50 U.S. Brewing Companies

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Athletic Brewing Honors Heroes on Veterans Day With Ready Front IPA

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MILFORD, Connecticut and SAN DIEGO, California— Athletic Brewing Company, the largest non-alcoholic brewery in America, announced the re-release of Ready Front IPA, a limited-time offering created to celebrate veterans.

Now in its fourth year, 100% of profits from Ready Front will be donated to Team Red, White & Blue (Team RWB), Irreverent Warriors, and other organizations championing veteran health, wellness, success and community.

“On this Veterans Day, we salute the brave individuals who have selflessly protected our freedoms,” said Athletic Brewing co-founder and CEO Bill Shufelt. “We owe those in uniform a debt of gratitude that can never be fully repaid. We’re honored to support veterans nationwide and applaud the work that groups like Team RWB and Irreverent Warriors are doing to bring veterans together and enrich their lives.”

Brewed to salute those who served, Ready Front IPA uses the “Veterans Blend” of four different Pacific Northwest-grown hops from Yakima Chief Hops. This year’s recipe showcases a hop-forward palate with a moderately malty body and notes of citrus, tropical fruit, and pine.

Yakima Chief Hops will also donate $3 per pound of Veterans Blend sold to Homes For Our Troops, a national non-profit organization that builds and donates specially adapted custom homes nationwide for severely injured post-9/11 Veterans.

This year, Athletic Brewing is highlighting the service of brand ambassador Igor Torves – who spent 10 years on active duty with the Brazilian Marine Corps before moving to the U.S., and is currently serving as the US Army Combat Medic.

“Being active and serving others is something that’s always been a part of my life, and I’m glad to have found a brand like Athletic Brewing that embodies this commitment to wellbeing and serving the community,” said Torves.

Ready Front IPA is now available to purchase exclusively on athleticbrewing.com while supplies last. Customers with military status verified through ID.me., including active duty service members, veterans, retirees, spouses, and dependents, can also save 10% sitewide.

Athletic Brewing’s award-winning non-alcoholic beers are distributed in all 50 U.S. states.

About Athletic Brewing Company

Athletic Brewing, founded in 2017 by Bill Shufelt and John Walker, is the 13th largest craft brewer in America and the leading producer of non-alcoholic craft beer. The company’s brews are distributed in all 50 states and available at over 50,000 retail stores nationwide. In 2023, Athletic was ranked as the 4th fastest-growing company in the Americas by Financial Times. Athletic was also ranked as the fastest-growing U.S. beverage manufacturer by Inc. Magazine in 2022, and named one of TIME’s “100 Most Influential Companies.” The company has won over 75 prestigious brewing awards and has earned the title of North American Brewer of the Year in the last four International Beer Challenge competitions. Athletic has custom breweries in Milford, Connecticut, and San Diego, and donates up to $2 million annually to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Athletic Brewing is proudly a Certified B Corporation.

For Brewing fun facts, trivia, movies and more, Click Here.

Prost! Athletic Brewing Company’s Oktoberfest Returns

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MILFORD, Connecticut and SAN DIEGO, California— Athletic Brewing Company, America’s leading producer of non-alcoholic craft beer, announced the fifth annual release of its classic non-alcoholic Oktoberfest. This seasonal Fest Brew was created to pair perfectly with fall weather and autumn activities, from cool hikes to homecoming tailgate parties.

Inspired by traditional Bavarian Festbiers, this flavorful, slightly-sweet golden brew boasts a clean malt backbone from Vienna and Munich malts, and light bitterness from a dosing of Hallertau Mittelfruh hops. It pairs well with everything from hot pretzels to hearty, cool-weather dishes, and contains only 70 calories.

“Our Oktoberfest brew is reminiscent of what you’d experience during the Bavarian fall season,” explains Marco Garcia, Brewery Manager at Athletic Brewing Company. “It’s full-bodied with malty undertones, and delicately balanced with a slight hop finish. This brew pairs perfectly with the crisp autumn air and is best enjoyed with friends and family.”

Sporting a new look in 2023, Athletic Brewing’s Oktoberfest was a first-of-its-kind non-alcoholic brew in America when it was first released in 2019. It is now available nationwide at select U.S. retailers in 6-pack 12 oz. cans for between $9.99 – $11.99. It is also available in 6-pack 12 oz. cans for $14.99 on athleticbrewing.com.

About Athletic Brewing Company

Athletic Brewing, founded in 2017 by Bill Shufelt and John Walker, is the 13th largest craft brewer in America and the leading producer of non-alcoholic craft beer. The company’s brews are distributed in all 50 states and available at over 50,000 retail stores nationwide. In 2023, Athletic was ranked as the 4th fastest-growing company in the Americas by Financial Times. Athletic was also ranked as the fastest-growing U.S. beverage manufacturer by Inc. Magazine in 2022, and named one of TIME’s “100 Most Influential Companies.” The company has won over 75 prestigious brewing awards, including Gold & Silver for its Run Wild and Free Wave IPAs in the 2022 US Open of Beer Championship. It was also named the North American Brewer of the Year at the 2022 International Beer Challenge. Athletic has custom breweries in Milford, Connecticut, and San Diego, and donates up to $2 million annually to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Athletic Brewing is proudly a Certified B Corporation. Its full-flavored near beers and hop-infused sparkling waters are available on athleticbrewing.com

For Brewing fun facts, trivia, movies and more, Click Here.

Athletic Brewing Company Partners With Netflix For New Brew Collection

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MILFORD, Connecticut and SAN DIEGO – Athletic Brewing Company, America’s largest non-alcoholic craft brewery, has partnered with Netflix on an exciting new series of limited-edition brews.

The collaboration between Athletic Brewing and Netflix features three unique co-branded non-alcoholic beers. The first brew, Geralt’s Gold, is a non-alcoholic hoppy helles inspired by the hit fantasy drama The Witcher1 and the show’s legendary anti-hero – Geralt of Rivia. Geralt’s Gold is now available for fans to toast their destiny, ahead of The Witcher Season 3, Volume 1, coming to Netflix on June 29.

“There’s no better way to enjoy an award-winning craft brew than paired with one of the most entertaining shows on Netflix,” said Andrew Katz, Chief Marketing Officer of Athletic Brewing Company. “At Athletic, we celebrate storytelling and love taking our brews to unexpected places. That’s why we’re thrilled to partner with one of the original creative streaming services to bring our fans something truly special.”

Geralt’s Gold will be sold nationally at select retail locations across the U.S. as well as on the Athletic Brewing website. The first 750 customers who order Geralt’s Gold on athleticbrewing.com will also receive a free collectible glass that incorporates iconic symbols from The Witcher.

“We love coming up with new and unique ways for fans to experience the stories they love, especially for fans as passionate as The Witcher,” said Josh Simon, Vice President, Consumer Products, Netflix. “Working with Athletic Brewing is the perfect opportunity to bring Geralt’s favorite taverns to life, and we can’t wait for fans to step into the Witcherverse and try this amazing non-alcoholic brew.”

According to a recent survey, one-third of Americans are trying to consume less alcohol in 20232. Dollar sales of non-alcoholic beer are up 33% year-to-date3. Athletic Brewing is the second-largest non-alcoholic beer brand in the U.S., with dollar sales growing 93%4.

Launched in 2018, Athletic Brewing developed a proprietary brewing method to craft its award-winning non-alcoholic beers. The company fully ferments its brews to be less than 0.5% ABV, which is the legal limit for non-alcoholic beer in the U.S.

Geralt’s Gold is a medium-bodied brew with aromatics of citrus and florals atop a ripe peach nose. It is less than 0.5% ABV, contains 65 calories, and is made with Warrior, Chinook, Centennial, and Simcoe hops.

“Athletic brews are designed for anytime and anywhere refreshment,” added Katz. “Geralt’s Gold is no exception. It pours a radiant golden color and has a dynamic flavor that is as intriguing as it is smooth.”

Customers in Canada and the UK will also be able to purchase Geralt’s Gold on athleticbrewing.ca and uk.athleticbrewing.com, respectively.

Fans can watch the official teaser for The Witcher Season 3 and purchase Geralt’s Gold on athleticbrewing.com. Athletic and Netflix plan to release two additional brews, and more details will be shared at a later date.

Notes:

1THE WITCHER is a trademark of CD PROJEKT, S.A. and used with permission. Set in the universe created by Andrzej Sapkowski in his series of books. © Netflix, Inc.

2NCSolutions consumer sentiment survey of 1,000 Americans.

3,4 NielsenIQ, Total US xAOC + Liq Plus + Conv, CYTD ending 4/22/23.

About Athletic Brewing Company

Athletic Brewing, founded in 2017 by Bill Shufelt and John Walker, is the 13th largest craft brewer in America and the leading producer of non-alcoholic craft beer. The company’s brews, which launched commercially in 2018, are now distributed in all 50 states and available at 50,000 retail stores nationwide. In 2023, Athletic was ranked as the 4th fastest-growing company in the Americas by Financial Times. Athletic was also ranked as the fastest-growing U.S. beverage manufacturer by Inc. Magazine in 2022, and named one of TIME’s “100 Most Influential Companies.” The company has won over 70 prestigious brewing awards, including Gold & Silver for its Run Wild and Free Wave IPAs in the 2022 US Open of Beer Championship. It was also named the North American Brewer of the Year at the 2022 International Beer Challenge. Athletic has custom breweries in Milford, Connecticut, and San Diego, and donates up to $2 million of all sales to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Plus, as a part of its IMPACT Program, 1% of revenue goes to non-profit organizations that support positive impact and opportunity from the ground up. Athletic Brewing is proudly a Certified B Corporation™. Its full-flavored near beers and hop-infused sparkling waters are available on www.athleticbrewing.com.

For Brewing fun facts, trivia, movies and more, Click Here.