How Athletic Brewing Co. Became The King Of Non-Alcoholic Beers
Athletic Brewing Co. is a mid-sized craft brewing company based out of Milford, Connecticut. Like most craft brewing operations Athletic Brewing pumps out IPAs, Dark Beers, Lite Beers, Hazy, some special edition, maybe even a fruity offerings during the summer. Like other breweries you’ll find huge industrial barrels of hops and wheat, maybe a couple brewing awards displayed. But, the one thing you won’t find at Athletic Brewing is alcohol.
Produced, scripted and narrated by: Devan Burris
Camera by: Brad Howard and Jeff Morganteen
Supervising Producer: Jeff Morganteen
Additional footage: Getty, Athletic Brewing Co.
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How Athletic Brewing Co. Became The King Of Non-Alcoholic Beers
90 days sober here, I love beer and these non-alcoholic beers help me curb the craving to drink alcohol. I hope to see a larger variety in the future!
Congrats on the 90 days.
I stopped drinking about that time too! I love non-alcoholic beers, really does help.
Dang I need to do something like that… good job and keep up the good work!!
As someone with a breathalyzer, this and a baclofen works but so does cola with baclofen
Just out of curiosity, how are the extracting the alcohol out. It appears that they're using the same techniques to make alcoholic beer. Are they evaporating the alcohol off and sell it to other establishments?
Recovering alcoholic here. Back in my drinking days, a was a huge beer lover. Athletic helps me stay sober. I get to enjoy the malted barley and hops when I get a craving for a beer, without blowing up my life again. Great company!
As a 12 year old, i can assure you that this beer tastes like the real deal.
good to know😎
You're not 12. Or your daddy wrote this
I'm calling your mom.
Congrats on your newfound sobriety.
I tried couple of brands, and they were surprisingly good, same taste but without the alcohol.
Booooo
No thanks
obviously theres a demand for these products but its insane to me that people love the taste of beer so much
It's a taste preference in genetics. Beer is one of my favorite flavors hoppy, bitter, pilsner, ipa, whatever. Sweets taste terrible to me, soda has tasted bad to me since about age 12. I prefer baking chocolate to milk chocolate.
beer dont taste delicious so is probably a peer presure that all , peer presure mean scam lies
You get sodas that are brewed also. People are more accustomed to a Coke but given some budget you can create a lot more interesting flavours that don't have 5 teaspoons of sugar in.
I love this kind of online investigative journalism on random things I've been wondering about! This gives me a couple more questions, like what suddenly increased the demand for this? Or if it was always there, what suddenly made this quality NA beer suddenly possible? Was this seriously always a waiting opportunity and nobody really put in enough effort until recently? Socializing in my 20s without drinking was really frustrating, I'm so happy to see these options in every bar, restaurant, and store now. I don't have to be the only weirdo holding a soda.
Thank you for delivering us from the horror of O'Douls
I have a cold glass of Run Wild IPA every day. Started off with dry January - it became dry February, March, and now April.
Keep it up! Congrats!
Just started my path to sobriety recently, and Athletic Brewery is a huge reason why it's been going well. I love beer, and it's great to get good tasting beer where I don't have to compromise my sobriety
I've tried a few of their beers and they're honestly the best non-alcoholic beers ive had.
I recently cut way back on my drinking. Run Wild IPA has been a life saver.
I have tried many non alcoholic beers and Athletic is by far the best. The taste rivals that of regular beers, but the lack of alcohol made it perfect for me who wanted to reduce my alcohol intake.
Hahaha this is one hell of a marketing campaign never heard of these guys…
The first IPA I ever had was when I quit drinking. 4 years sober. I love this stuff
sober for 10 months, never had drinking problem but had to stop for my blood pressure, love this beer becuase the taste. taste great with food, buy a six pack a week
Same. If you need low sodium spices, spicology is good and for bbq sauce uncle joes is only 25 mg per serving
There's nothing I hate more than being with coworkers and everyone's drinking and there aren't any non-alcoholic options. Nothing against drinking, My coworkers just aren't going to wake up at 5am to run a 10K.
Smoke marijuana
Drink water, tea, or soda? While I really enjoy beer, the main point is for the alcohol. Not spending a lot of money for non-alcoholic. I will just drink water or iced tea if I'm not drinking.
I cofounded a brewery and I'm actually 100% on board for what Athletic and non-alcoholics are doing. It's great!
So great to have this option when I want to chill with a beer but don't want the alcohol. Cheers!
Why drink then. This isn't beer.
alcohol destroys your gut, screws up your sleep, increases anxiety and makes depression worse. It's amazing to me that people continue to do this to themselves.
its part of american culture. beer, football, cars, etc
That's life
Alcohol helps me sleep and gets rid of my anxiety
Athletic Brewing was the first good tasting NA I ever had. I started drinking it when it first started in 2018. Discovered it at cycling events first. Love it but got alot more expensive.
Yep, it's strange it's just as expensive as quality craft beers. Gimme a break!
Thanks for catering to this niche! Ive been exploring non alc options
O’fouls had been around for at least 20 years 🤣 sorry you’re just learning about this my guy.
Holy smokes that’s impressive. If Pabst can make a N/O that tastes the same I’d be so happy.
If you havemt tried their beers, do yourself a favor and do it. They are remarkably good, and most are 100 cal or less. I dunno how they do it, but they are the best in the niche
Shouts out to Bill and the entire ABC crew!
I've been sober for nearly 12 years. Socializing has been an anxiety inducing mess for me, especially after the pandemic. Really curious to see how these help out the anxiety, and will allow me to get back out there and socialize again.
I did not know they were #1. Love Athletic Brewing. Sometimes you are in the mood and don’t want the after effects.
I tried their beers because of the reduced calories. What great flavor! I keep 2 - 3 varieties in the beverage fridge at all times. Haven't loved them all but most suit my tastes perfectly.
Would love a deep dive in the Non-alcoholic beer investigation in testing ppl in a study and evaluating the future impact of this line of beers.
What a great video! Excited about on tap too!
It is awesome to have ABC breaking the ice for some many other NonAlc craft brands.
"One thing you won't find here is alcohol." Except their beer is 0.5% abv.... like most other NAs....
The U.S. beer market sucks that it doesn’t have good low alcoholic beers at 3-4%, which are actually much healthier choices than nonalcoholic beers because they have much lower sugars and calories.
great story, thanks for covering this!
Even before I stopped drinking I liked these to pace myself/not get drunk on some occasions, they're quite good. (although they make the $ savings from quitting not as good)
oh yeah. They are great. Drinking their hazy ipa right now! Cheers.
The NA beer game has changed. I've only tried one of the athletic varieties. It was good, but I prefer the Stella, sam Adams, Guinness, and Henekin options. I got the alcohol out of my life over 9 months ago. Best decision I have ever made.
Do they have a sampler pack ?
As someone who is doing a 90 day fast of alcoholic beer and alcohol before my wedding, this timing couldn't have been better 😂 In all seriousness, I love beer. It's a treat to me. I don't need the alcohol to enjoy beer. It's like ice cream or a favorite desert. After listening to Andrew Huebermans podcast on Alcohol, my entire view of alcohol has changed. I still enjoy drinking, but I recognize the industry has carried this long time message of 'small quantities of alcohol are okay... it can be healthy for antioxidants... it can help you sleep'. As stated in the video, more and more researchers are coming out with good evidence any alcohol is not good for you. It makes me sad to hear.
Love these beers! My choice everything for non alcoholic.
A Guinness or a Hefeweizen are the only beers I could genuinely say, "ok, I'd drink that without alcohol".
I would drink a good red ale or sour as well without alcohol.
Guiness makes a great non-alcohol version. You might not even notice it's NA if you're not really paying attention.
The best Guinness 0 I have had was in Dublin , they had it on draught , incredible ! I like Athletic Run Wild but I really wish they would make it in a bottle , I love the taste of beer in a bottle .
I quit alcohol in 2022 and haven't looked back. Athletic Brewing is THE standard on non-alcoholic beer.
I would love this bec@se it has no sugar or a lot less sugar than pop.
It is the second time to have happened to me that I purchased a 24 pack of Pepsi from Walmart and couple of the cans were of bud light beer cans..
When it comes to beer I'm just in it for the destination more than the journey
I love this brewery! So tasty!
Beer coffee and water are my main beverages. The new NA beers are fantastic. I got hooked on athletic first but quickly found others. My favorite is Partake IPA and it only has 10 calories. Guiness is great. Best-day brewing has one called electro-lime that is realy good but can be hard to find. Budweiser zero is one i realy grew on me but it has a pungent taste that some will not like. Hoplark makes a citra hop water that is 0caloie and the flavor flipping amazing. Thehop water that i did not like at all was the most popular one, Lagunitas. It tastes sweet like they add la croix chemicals to it. It tastes like artificial sweetner. Thats probably why it is popular. A lot of people like to drink syrup.
2.5 years sober
I have been a NA drinker for 30 years. On vacation in the FWI Caribbean, I found that Heineken 00 is the most available with some stores / restaurants having Stella. My local WI store just offered Tsingtao 0.0. Over the years, St. Pauli Girl, Beck's and Clausthaler were the traditional standards. Athletic is not as flavorful at Clausthaler, but at times it is the only NA offered. I see that Lagunitas is also expanding in the NA market. It is all a matter of regional marketing and availability ... we are a trapped and will accept whichever brand is on the menu. But, Clausthaler is still number one!
I forgot Guinness 0. They were also available throughout the Caribbean and they also sell at Whole Foods. Too much of a caramel flavor for me. And I know NA drinkers loyal to Sam Adams. If Athletic is the top US seller, I wonder which brand has worldwide dominance?
Nice work!!
Brands in Europe like Heineken only started to promote it because you can’t advertise alcoholic drinks in Europe
Love it, non alcoholic is perfect if you like to be productive by 6am!
I could never drink beer and only drank higher end spirits. I cant fathom someone drinking beer knowing it doesn't get you drunk (the only benefit i see to drinking beer). Can someone tell me why they drink non alcoholic beer and not like... soda or water?
Good beer is delicious. Nothing compliments a good meal like a good beer, and now that good NA alternatives exist you can have the taste without the downsides.
Because maybe, like me and many others, you actually LIKE the taste of beer but HATE the next morning. Problem solved!
This is going to blow your mind...its because they like it
I thought this is a regional thing. In Gulf states, they really want to drink beer but since alcohol is prohibited, only non alcoholic ones are available. There are giant aisles with familiar brands but with their non alcoholic offerings.
So grain to glass?or LME and Flavor Extracts. You know, you know. Good job
I love Athletic; I like better than Miller Lite ...my favorite? The 25calorie can...awesome!
Many who are sick can not have alcohol anymore and this helps them socialize!
My wife and I enjoy this more than alcoholic beer. Better taste, less calories and no drunkeness
Why drink. This isn't beer. Real beer has alcohol. This is crap
I’d recommend anyone to try Asahi non alcohol version. Tastes just like a beer!
This is an interesting phenomenon
If they can make a good Hefeweizen, I'll buy it.
The fact that people drink non alcoholic IPA should raise concern.
Wish it wasnt more expensive then regular beer
i like to add a shot of jameson to mine
Im in!!!! I want this and i know many that do also!!!!
Next step- Craft Beer Bread
i still drink but am "sober curious" i guess... just because of what it does to my body. anyway this beer is good, i like it a lot. i'm a super fan of all this explosion of NA drinks, too, also the spirits. honestly if the tastes are complex and get you thinking and debating and guessing ingredients, what's the problem. i'm here for it.
Cheers 🍻
I love my non-alcoholic beer, for the past 30 years since ... it's called Root Beer
Not the same lol
I don't drink, but... cool. Whatever's clever! :) If people like the taste of a drink and it hydrates and "feeds" 'em, then, sure... whatever works.
You didn't say how. This is basically an advertisement.
its the metaphorical proverbial perpetual way they described through that one section if that doesn't make sense... good it's bs
The brewing method is all proprietary, that’s why Athletic blew up
they said it at 0:54 athletic pinpointed a market (that people are not spending most of their time drinking alcohol) that no other beer brand was catering to the time in your day that you aren’t drinking alcohol
@@applesocks89 yet other non alcoholic beers and beverages already existed, so that isn't the full answer.
Shut up
What? Peps got tired of Busch NA and O’Douls? 😢
Their beers are very good
😂 I'm sure there not
@@mickjames666 I'm sure you've never tried them.
Upside Dawn - gluten free N/A - it's awesome!
If I'm gonna get a beer gut I at least want to get drunk on the side.
Why do you say it's non beer when you say on 1:15 they sold beer?
Why do I want the carbs and no fun
I think non alcoholic beer can be sold in Malaysia or Indonesia
I'm in!
An entire industry developed for people too embarrassed to just tell their friends they don’t want to drink… You can go places without drinking… I promise
lmao im 90 days sober and im not embarrassed to drink non alcoholic beer. its helps me curb the craving to get drunk. all my friends know im sober and support it. I promise you no one is drinking non alcoholics because they feel embarrassed, its because we love the taste of beer.
Can i drink this and drive?
how? maybe inventing a new beverage other than coffee but what if again coffee is an important ingredient?
Drinking?
I’m basically drinking bread with water
Non-alcoholic beer still has alcohol.
1/2 percent of alcohol per 12 oz.
It differs there are actually 0.0 options.
This product confuses my brain. I would probably be more about them if the price was more like soda and not the same price price as the good stuff. They could be popular at bars ironically.
I manage a bottle shop / bar and we sell out of this brand and another called Best Day every week. For regular drinkers who want to take it easy; this stuff is great.
в Москве есть вполне вкусное безалкогольное пиво (ipa даже). я стараюсь его пить, что бы не платить лишние налоги
If they really are good make them available in Netherlands, Europe please :). Oh and not for 3 euro a can that's just too much.
Waiting on Cannabis Beers cuz its a cousin of hops. #BuddhasBrew
easy d.i.y just buy or make tincture, mix into drink. i keep 4 cups of tea by me throughout the day,each with 80mg thc tincture mixed in.
Shame they didnt mention Moxley!
For my novice view of things, athletic brewing is dominant for one thing only, distribution. It's a good product but not a superior product. That's not the take anything away from their achievements. They are clearly opening the door for the NA category at large.
Carbohydrate city!
that's what the gym is for!
Decaf exists so... this is not strange considering
non alc of various drinks has been a thing for a while now,even when i was a kid some early versions were out.
@@bloodlove93it's called soda
Im not a heavy drinker.... but doesn't non-alcoholic beer defeat the purpose of alcoholic beer? To loosen up?
That's not the point of a beer
With the 1000s of options of what one can drink, non-alcoholic beers and liquors make absolutely no sense to me. But ok, to each their own. What I really don’t understand are all the comments of “recovering alcoholics” that drink beer or liquor that are non-alcoholic. Wouldn’t one want to avoid anything that could remind and trigger one’s past abusive addictions?
Can't wait to see them on tap. Their stuff is great.
Its like melon steak 😂
i love beer but it if it doesn't come with a buzz i'd rather have a strawberry shake....
Or, you can just drink a regular beer
INCREDIBLE SHARE MIX INDIAN GREAT AYURVEDA HALDI HONEY CITRUS NIMBU IN THIS NON ALCOHOLIC BEERS BIG BOOST TRILLION DOLLAR INDUSTRY OLIGO JAI HO
"Enterrprenner" - Is this guy sure he's an entrepreneur? He doesn't know how to say it. 😂
Id rather just drink a soda water but I think beer is gross in the first place
Speaking as an alcoholic, and I've been free from the stuff for almost 5 years now. Non-alcoholic beers have always confused me. The idea of even tasting something relating to alcohol is triggering for me. Taste association? Even putting yourself in a bar setting to drink this? Beer doesn't taste good enough to drink (there are far more refreshing beverages), so I think all these products do is serve as a on-deck option until you fall off the wagon again. ¯\_(ツ)_/¯
My ten year old loves Non-Alcoholic beer.
Well it technically isn't non alcoholic so Shame on you
You kids a duch bag. My father gave me a REAL BEER when I was 10yrs old.