- Athletic Brewing Company is teaming up with Arsenal, becoming the English soccer team’s first nonalcoholic beer partner.
- Arsenal will feature Athletic Brewing’s Run Wild IPA at Emirates Stadium for both men’s and women’s matches, and Athletic Brewing will launch a marketing campaign and a series of promotions in return.
- Sales of no- and low-alcoholic beer are rising in the U.K., surging 38% on match days this summer.
Athletic Brewing Company has scored a partnership with Arsenal, becoming the English soccer team’s first official nonalcoholic beer partner.
Arsenal will feature Athletic Brewing’s Run Wild IPA at Emirates Stadium for both men’s and women’s matches, and Athletic Brewing will launch a marketing campaign and a series of promotions in return, according to a press release.
Run Wild IPA is less than 0.5% alcohol by volume, or ABV.
The deal represents an opportunity for America’s largest nonalcoholic brewery to expand in the U.K.
“Our international footprint is expanding, and alcohol moderation is sweeping the globe, specifically among the next generation of consumers,” Bill Shufelt, co-founder and CEO of Athletic, said in the release. “This partnership represents an exciting milestone in our journey to revolutionize the way the world drinks.”
Sales of no- and low-alcoholic beer are rising in the U.K., surging 38% on match days this summer, and there are similar trends in the U.S. with off-premise sales of nonalcoholic beer up nearly 30% year to date, according to the release.
Arsenal is the latest sports entity to embrace nonalcoholic beer. Guinness 0.0 is the official nonalcoholic beer partner of the Premier League, and Formula 1 promotes Heineken 0.0.
“New partners like Athletic are vital in supporting our growth so we can continue to invest in our teams and compete for major trophies,” Arsenal’s Chief Commercial Officer Juliet Slot said in the release.
Source: Business - cnbc.com
