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Non-Alcoholic Beer

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

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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.

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Bravus Brewing Continues Rapid Distribution Expansion Across Midwestern, Southern, and Northeastern States

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ANAHEIM, California – Bravus, America’s first brewery dedicated solely to producing premium non-alcoholic craft beer, has announced its continued market expansion to three U.S. regions with Anheuser Busch, Miller Coors, and Craft Independent distribution. New territories include Indiana, Kentucky, Ohio, Texas, and New York. This expansion increases the brewery’s portfolio footprint to millions of non-alcoholic beer fans across 19 states.

Building upon its success, the award-winning brand already has strong, lasting wholesale partnerships covering California, Nevada, Arizona, Colorado, Minnesota, Illinois, Tennessee, North Carolina, Ohio, Pennsylvania, New Jersey, Rhode Island, Massachusetts, and Connecticut. Orders are ongoing, with new accounts continually being added regionally and nationally.

“This is an exciting time for the company and our brand,” said Philip Brandes, founder and CEO, Bravus Brewing Co. “We have received repeated feedback from consumers and retailers in various regions eagerly anticipating the availability of our premium non-alcoholic craft beers. To meet this incredible demand, we have been working tirelessly to establish a strong wholesaler network by partnering with best-in-class distributors to bring our premium non-alcoholic craft beer to these important markets.”

New distribution partners for Bravus include Gasko Meyer (New York State), S.K.I. Beer (New York City); Zink Distributing Company (Indiana); Chas Seligman Distributing (Kentucky); Southeast Beverage Company & Ohio Eagle Distributing (Ohio); and L&F Distributors (Texas).

“Non-alcoholic craft beer is becoming a popular choice for adults looking to change things up. Some look to move towards healthier, more mindful drinking, whereas others want to take a break from their regular drinking routine,” continued Brandes. “Be it to rehydrate after an intense trail run or to crack a cold one at a backyard gathering with friends and family, the non-alcoholic category is experiencing staggering demand.”

Crafted in Anaheim, California, award-winning Bravus brews a wide variety of premium non-alcoholic craft beers to satisfy just about every beer lover and those thirsty to try something new. The less than .5% ABV beers are 100% vegan, brewed to reduce gluten, and contain approximately 100 calories per 12-ounce can. Bravus’ core line-up of beers includes a West Coast IPA, Blood Orange IPA, Golden Light, and Peanut Butter Dark.

About Bravus

Founded in 2015, Bravus Brewing was born from a never-ending pursuit of pushing boundaries, overcoming obstacles, and forever changing the beer landscape. North America’s first brewery solely dedicated to producing non-alcoholic craft beer perfected its proprietary brewing process over many years to accomplish what was previously deemed impossible: brewing an award-winning non-alcoholic premium craft beer to compete alongside its alcoholic counterparts.

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Surreal Brewing Launches Distribution in Virginia

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CAMPBELL, California – Surreal Brewing Company, the non-alcoholic craft beer brand from Northern California, is proud to announce its latest partnership with Virginia’s premier beverage distributor, Specialty Beverage. After successfully launching a series of distribution deals in key markets and experiencing significant growth throughout the states of Washington, Idaho, Wyoming, and Ohio, Co-Founders Donna Hockey and Tammer Zein-El-Abedein hope to build upon the momentum they have gained to introduce Surreal Brewing to craft beer loving consumers across the state of Virginia seeking great tasting options for moderation.

“Surreal Brewing sells through distributors as well as through our e-commerce platform and has many orders coming from the East Coast,” said Donna Hockey, Co-Founder of Surreal Brewing Company. “Our goal is to get delicious NA beer to people in real-time without waiting for it to be delivered from CA. We are happy to serve the mid-Atlantic region through Specialty Beverage.”

Since launching in 2018, Surreal Brewing has been a pioneer in the non-alcoholic beer category ??bringing healthy, delicious, first-to-market brews that won’t compromise the health goals of its consumers. As the most awarded and healthiest line of non-alcoholic craft beer in the U.S., all Surreal Brewing’s non-alcoholic craft beers are made from all-natural, non-GMO ingredients, are low in calories, and are available in a wide variety of brews and flavors, including limited-edition seasonal beverages, providing craft beer enthusiasts with delicious options that maintain the bold, refreshing taste of traditional craft beer. Five core styles contain zero sugar.

As more and more consumers seek options for moderation, partnerships with distributors such as Specialty Beverage will be necessary for Surreal Brewing’s expansion in Virginia and meeting the state’s high consumption and high demand for non-alcoholic beer.

Pushing the boundaries of the non-alcoholic craft beer industry, Surreal Brewing strives to think differently and create a unique product, bringing a new non-alcoholic beverage experience to consumers in Virginia.

About Surreal Brewing Company

Founded in Northern California by husband and wife team Tammer Zein-El-Abedein and Donna Hockey, Surreal Brewing brings delicious and ultra-healthy non-alcoholic beers to the marketplace with a variety of great-tasting styles. Surreal Brewing brings forth a new era in which health-conscious and sober individuals can still enjoy the unique, crisp flavor of beer anytime while maintaining their health goals and feeling included at social gatherings.

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Athletic Brewing Re-Releases Soul Sour

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MILFORD, Connecticut and SAN DIEGO, California — Athletic Brewing Company, America’s leading producer of non-alcoholic craft beer, is excited to relaunch Soul Sour in celebration of Black History Month.

Originally launched in 2021, Soul Sour was inspired by Athletic teammates who wanted to celebrate the beauty, achievement, and legacy of Black culture.

100% of profits from the 2023 release of Soul Sour will be donated to organizations working to break down barriers in the brewing industry, including Lifting Lucy, the Sacred Heart University Brewers Scholarship Fund, and other impact programs.

“We love bringing this brew back each year, and continuing the legacy of community, collaboration, and empowerment,” said Athletic Brewing Co-Founder & CEO Bill Shufelt. “We’re excited to continue utilizing the profits from Soul Sour to support diversity and inclusion within our industry.”

This year’s brew features original label artwork from Sabrena Khadija, a Sierra Leonean-American illustrator based in Washington, D.C. who drew inspiration from iconic pieces of Black art from the 90s.

According to Khadija, her goal as an artist is to contribute to the representation of Black art with her own unique style. Khadija’s Soul Sour label features a bright and vibrant Black community with African Geometric Patterns woven throughout.

“The flavors and references to Black art directly inspired the color palette,” Khadija said.

Every can of Soul Sour will benefit organizations like Lifting Lucy, which helps support Black, Indigenous, and all Women of Color (BIWOC) on their journeys in brewing.

“We are honored to be partnering with Athletic Brewing on the third edition of Soul Sour,” said Lifting Lucy Co-Founders, Ashlie Randolph, and Tranice Watts. “They have supported us in many ways, so to be able to partner and use the proceeds to grow and expand upon our brand initiatives like Brewsters Brunch that invites BIWOC to network, share stories, experiences, and challenges within the brewing and beverage industry is special.”

Coinciding with Black History Month and the re-release of Soul Sour, Athletic Brewing will also publish educational blog and social content featuring Crystal Rose, the Co-Director of Climbers of Color. Athletic Brewing Company Scholarship recipient Rodney Woodard will also join the Without Compromise podcast

Soul Sour is a refreshing and slightly sour brew that highlights flavors of blueberry, lemon, and mango. With a sweet nose, crisp body, and slightly sour finish, Soul Sour is vibrant, bright, and tart. Featuring Amarillo, Citra, and Mosaic hops along with lemon peel, this brew is a sip of solidarity and strength, reflecting the power of community, love, and unity.

Soul Sour is available to purchase for a limited time on www.athleticbrewing.com.

About Athletic Brewing

Athletic Brewing, founded in 2017 by Bill Shufelt and John Walker, is America’s leading producer of non-alcoholic craft beer. In 2022, Athletic was ranked as the 26th fastest-growing private company in America by Inc. Magazine, named one of TIME’s “100 Most Influential Companies,” and featured on Fortune’s “Change the World” list. Athletic was also selected as one of Ad Age’s Top 20 Hottest Brands of 2022 and appeared on Fast Company’s “Brands That Matter” list in 2021. The company has won dozens of 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 on the east and west coasts 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. As of 2022, Athletic Brewing is proudly a Certified B Corporation™. Its full-flavored non-alcoholic brews and hop-infused sparkling waters are available for purchase on www.athleticbrewing.com.

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

Best Day Brewing Expansion and New Brand Build Out

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SAN DIEGO, California – Mindful drinking, non-alcoholic beer and other alcohol-free leisure beverages are gaining major traction across multiple consumer segments. Best Day Brewing is looking to expand its foothold in the market and broaden consumer awareness thanks to a comprehensive brand build out from Gestalt Brand Lab.

“The ritual of cracking a great beer is one associated with relaxation, enjoyment and unwinding. Consumers are looking for ways to savour that experience and embrace the moments of awe in every day life with a clear head and no hangover,” said Best Day Brewing Founder and CEO Tate Huffard. “We have built a reputation for quality, authentic craft beer taste that allows you to enjoy more, not less while drinking — This marketing and communications plan pushes that message out to a wider audience,” he added.

Best Day has been on an massive expansive track over the past year and recently signed a multi-year relationship with Life Time Fitness (NYSE: LTH), the nation’s premier healthy lifestyle brand, including serving as the official sponsor of Life Time Pickleball and select events within the company’s portfolio and rolling out to select LifeCafes located inside Life Time’s health clubs and outdoor beach clubs nationwide.

Best Day Brewing selected Gestalt Brand Lab as its Agency of Record in the spring of 2022 with the goal of taking their existing product footprint and elevating it to a larger stage. Working with an established logo and two existing products (Kölsch and West Coast IPA), Gestalt Brand Lab was tasked with developing a defined brand framework for the company, creating an overall brand aesthetic and marketing campaign, redesigning the website and implementing the brand across all consumer and customer touchpoints, including point-of-sale materials, marketing and sales content, advertising, packaging designs, event collateral and more.

Key to the brand framework was incorporating Best Day’s existing core values and communicating them in a meaningful, holistic way. “Best Day is brewed for doers, surfers, climbers, early-risers, free divers, chefs, gardeners, dancers, oyster farmers, dreamers, painters, builders and more, and the integrated messaging needed to communicate that the product is a delicious and full-flavor craft beer for those looking for a mindful drinking experience — a low-calorie, hydrating, non-alcoholic option at that. Best Day drinkers are those looking to live each day to the fullest, celebrating the beauty in life’s every day moments and experiences without dulling them with a buzz,” said Gestalt Brand Lab Managing Director Brian Munce.

The resulting brand framework tied all of these key elements together and Gestalt built a communications platform that centers around the idea of “Best Day Yet” — The genuine craft beer experience that lets you feel the awe of everyday life, finding beauty in even the simplest elements.

“Consumers want to be fully present and enjoy a taste experience they love in more parts of their life while retaining a clear head and full functionality – Everything from sharing some giggles and fun with your kids to simply getting some Vitamin D as you tackle yard work. Our brand work for Best Day is aligned to communicate the feeling of drinking Best Day beer and having an amazing day,” Munce added.

Gestalt focused on an illustrated graphic poster design style filled with iconic commissioned imagery from noted French artist Quentin Monge that visually communicates the feeling and emotions that go with the experiences associated with a Best Day beverage. Simple slogans and themes call out occasions and moments such as “Make Dawn Patrol” with an image of surfers checking the waves — Customers can envision themselves in quirky and carefree moments, unrestricted and unmuted by alcohol.

“Our entire creative and brand vision speaks to those who desire to be present in every moment, enjoying a beverage they love in more parts of life with a selection that promotes a thoughtful and engaged lifestyle,” said Gestalt Brand Lab Creative Director Chad Farmer.

“The combination of visuals, clean illustrations and a color palette evocative of the natural beauty of Northern California transports customers to a place of calm and enjoyment that elicits a unique emotional response,” added Farmer. “Monge’s illustrations capture the essence of the sun, encouraging viewers to stop and enjoy small pleasures, serving as a perfect fit for Best Day’s brand platform”, according to Farmer.

In addition to brand elements outlined above, Gestalt has also developed a wide variety of photo and video assets for Best Day, social media content for all platforms, vehicle and bike wraps, email templates, seasonal product packaging designs and more. The agency plans to continue pushing the Best Day work with new product rollouts, custom events and experiences, new advertising and more.

ABOUT GESTALT BRAND LAB:

Founded in 2019, San Diego-based Gestalt Brand Lab believes that the powerful sum of simple and emotional brand strategy, story and aesthetic creates deeper meaning for the whole, driving overall client success. Built with a team of branding and marketing veterans, this award-winning agency has jumped from #66 to #23 in the latest Agency Spotter “Top Design Agencies” report and was named #35 on Agency Spotter’s “Top 100 Best Brand Companies” in 2022. Gestalt has created holistic brands for well-known companies across diverse industries, including Luna Grill Restaurants, Chuze Fitness, Meridian, Lumin, Gemological Institute of America (GIA), Jamba and more. To learn more about Gestalt Brand Lab, please visit gestaltbrands.com.

ABOUT BEST DAY BREWING:

Born in Northern California, Best Day Brewing crafts great-tasting, non-alcoholic beers for those who do what they love and love what they do, always in pursuit of their best day yet. Inspired by the rugged eccentricities of its West Coast roots, the brand’s full-flavored range of craft brews are made to complement all of life’s adventures. For the fun-loving, thirsty souls fuelled by passions from sunrise to sunset, who like to work hard and play hard without the limitations of a traditional brew. Because life is chockfull of moments that deserve a great beer, but not the buzz. Available for shipment nationwide at www.bestdaybrewing.com.

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