STRATFORD, Conn. & SAN DIEGO, CA–(BUSINESS WIRE)–There’s a light at the end of the tunnel for drinkers who crave a classic, simple yet cleverly crafted non-alcoholic light ale for any occasion – or no occasion at all. Athletic Lite debuts March 7, with just 25 calories, 5 carbs, and zero hangovers.
In 2021, just four years after its launch, Athletic Brewing surpassed 100,000 barrels, something only a few tens of thousands of other craft brewers in the country have reached to date. The brewery’s rapid growth is driven by active, conscious consumers who also lead active social lives, but want to avoid the downsides of alcohol. There had been virtually no innovation in the non-alcoholic beer market over the previous 25 years, enabling Athletic to unlock a whole new market in the $116 billion beer industry.
With the launch of Athletic Lite, the brewer hopes to expand the beer segment again by delivering what was missing in the light beer category: a low-calorie, low-carb beer without any hangovers. Athletic Lite is brewed with organic grains and is suitable for vegans, providing drinkers with a clean, dry finish.
The light beer category is dominated by brands like Michelob Ultra, Bud Light, Miller Lite and Coors Light, but has struggled for decades to evolve to meet drinkers’ tastes. The segment is on the decline as consumers seek out high-quality, better-for-you alternatives in all aspects of their lives. According to IRI, light beer is down 5% since January, or $836 million, from a year ago, with 52% of the overall decline coming from the main family of light beer brands.
“Many brewers and beer drinkers may have considered this mission impossible – to brew a non-alcoholic beer that is low in calories and carbohydrates, but also tasty and refreshing. At Athletic, we find challenges that others avoid exciting,” said co-founder Bill Shufelt. “And since an Athletic Lite is the most requested new style from retailers and our wholesale partners, we rose to the challenge.”
Athletic Lite will be available in select stores nationwide starting 3/7. Consumers can find locations at athleticbrewing.com or order online and enjoy free shipping with two or more six-packs.
“Athletic Lite took months of development and certainly presented one of our biggest brewing challenges to date,” said John Walker, co-founder and chief brewer. “As it turns out, after lots of testing, we were able to come up with a recipe that we are very proud of: a crushable, refreshing and tasty daily infusion for all occasions. I look forward to hearing feedback from our community of drinkers,” he added.
About Athletic Brewing
Nominated by Quick Business Magazine as one of the “Brands That Matter” in 2021 and recognized as Craft Brewery of the Year by Brewed, Athletic Brewing Company is reinventing beer for the modern, active adult. Their delicious craft beers offer a refreshing taste of craft beer, without alcohol or hangovers. With custom brews on the East and West Coasts, their lineup has won awards across the industry, even against full-strength beers, including the 2021 US Open Beer Awards Gold Medal for Run Wild. Additionally, Athletic Brewing’s “Two for the Trails” initiative donates 2% of all sales to cleaning and maintaining trails and parks. Additionally, as part of their IMPACT program, 1% of proceeds are donated to nonprofit organizations that support positive impact and early opportunity in their communities. Athletic Brewing’s full portfolio of flagship, seasonal and specialty beers is available for purchase on its website, www.athleticbrewing.com, as well as through the company’s subscription offering – The Athletic Club.
