New Partnership Brings Athletic Brewing Company's Non-Alcoholic Brews to 100+ Live Music Venues and Festivals
Rhea-AI Summary
Athletic Brewing Company, America's largest non-alcoholic brewer, has announced a multi-year partnership with Live Nation to become the official non-alcoholic beer partner for over 100 concert venues across the U.S. The partnership includes major music festivals like Bonnaroo, BottleRock Napa Valley, Festival La Onda, and Two Step Inn.
The initiative responds to strong consumer demand, with 70% of live music fans requesting more non-alcoholic beverage options at concerts. Venues will offer Athletic's popular brews including Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA, and Athletic Lite. The partnership includes unique tasting experiences, giveaways, and backstage presence.
Athletic Brewing holds 19% market share in the NA beer category and achieved over 50% growth in 2024. The non-alcoholic beer sector has experienced double-digit growth for five consecutive years.
Positive
- Market leadership with 19% share in NA beer category
- 50% growth achieved in 2024
- Expansion to 100+ Live Nation venues increases market reach
- Strong consumer demand confirmed by 70% of concertgoers wanting NA options
- Partnership includes major music festivals, expanding distribution channels
Negative
- None.
News Market Reaction
On the day this news was published, LYV declined 0.35%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Responding to growing consumer demand for non-alcoholic beverage options, with
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
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 | press@athleticbrewing.com
Jack Taylor PR | athleticbrewing@jacktaylorpr.com
Live Nation
Danika Azzarelli | DanikaAzzarelli@LiveNation.com
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
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
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
FAQ
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