Athletic Brewing
Athletic Brewing Company is a privately held U.S. non-alcoholic craft beer manufacturer founded in 2017, producing full-flavored IPAs, sours, darks, and cocktail-inspired brews through a proprietary brewing process for health-conscious consumers, athletes, and sober-curious drinkers across 75,000+ retail and on-premise locations.
- Company typePrivate
- Founded2017
- HeadquartersMilford, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Athletic Brewing does
Athletic Brewing Company is a privately held, U.S.-based non-alcoholic craft beer manufacturer founded in 2017 by Bill Shufelt and John Walker, headquartered in Milford, Connecticut with production facilities in Milford, San Diego, and Stratford. The company operates the world's largest dedicated non-alcoholic brewery, producing a portfolio of year-round flagships (Run Wild IPA, Free Wave Hazy IPA, Upside Dawn Golden, Athletic Lite, Atlética, All Out Dark), cocktail-inspired brews (Paloma, Moscow Mule), and rotating limited and pilot releases through a proprietary brewing process developed over more than 100 test batches that delivers full-flavored craft styles at less than 0.5% ABV. Recent technical milestones include a widget-free nitrogen infusion system launched with Nitro Emerald Cliffs in February 2026 after an 18-month development cycle. Revenue is generated through one-time beer sales across DTC e-commerce, national retail (75,000+ locations), and on-premise channels (200+ sports and entertainment venues, 100+ Live Nation venues), supplemented by recurring Athletic Club memberships ($29/year) and Brew of the Month subscriptions, merchandise and apparel, and the DayPack hop-infused sparkling water line. Capital structure reflects sustained investor confidence, with cumulative equity raised across rounds led by Alliance Consumer Growth, TRB Advisors, Keurig Dr Pepper (minority stake plus board seat), and General Atlantic at an approximately $800 million valuation as of July 2024.
Athletic Brewing firmographics
Firmographics- Name
- Athletic Brewing
- Legal name
- Athletic Brewing Company LLC
- Website
- https://www.athleticbrewing.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Athletic Brewing Company is a privately held U.S. non-alcoholic craft beer manufacturer founded in 2017, producing full-flavored IPAs, sours, darks, and cocktail-inspired brews through a proprietary brewing process for health-conscious consumers, athletes, and sober-curious drinkers across 75,000+ retail and on-premise locations.
- Ownership category
- akta.pro rank
Athletic Brewing industry classification
Industry- Product category
- Non-Alcoholic Craft Beer
- NAICS
- Breweries (31212), Breweries (312120)
- SIC
- Malt Beverages (2082), Beverages (2080)
- akta.pro primary industry
- Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ)
- akta.pro secondary industry
- Beer Brewing & Brands (CRADAIAA)
Keywords
Where Athletic Brewing is headquartered
LocationHeadquarters
- HQ city
- Milford
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Athletic Brewing business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Non-Alcoholic Beer Sales: Direct-to-consumer online sales and retail distribution of non-alcoholic craft beers. Products sold in 6-packs, 4-packs, 19.2oz cans, and variety packs. Flagship brews (Run Wild, Free Wave, Upside Dawn) available year-round; limited and pilot brews available online only.
- Athletic Club Subscription: Annual membership ($29/year) providing tiered discounts (5-15% off), free continental shipping, access to member-exclusive brews, early access to pilot drops, and free glassware. Subscription auto-renews annually.
- Merchandise and Apparel: Branded merchandise including apparel, accessories, glassware, and sporting equipment. Co-branded collaborations with Fair Harbor, DeFeet socks, Cotopaxi, and Miir camp mugs.
- Sparkling Hop Water (DayPack): DayPack line of hop-infused sparkling waters in multiple flavors (Mango, Black Cherry, Lemon Lime) generating additional revenue from non-beer beverage category.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Athletic Club Annual Membership |
| Subscription | Pay-as-you-go | Subscribe & Save Tiered Discounts |
| Unit Pricing | Pay-as-you-go | Standard 6-Pack Pricing |
| Unit Pricing | Pay-as-you-go | Limited Edition Variants |
| Unit Pricing | Pay-as-you-go | Variety Pack Options |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels8 records
Athletic Brewing product offering
Product offeringCore offering
Athletic Brewing Company manufactures and sells non-alcoholic craft beer (less than 0.5% ABV) across multiple styles including IPAs, golden ales, hazy IPAs, lites, dark beers, and cocktail-inspired brews. The company uses a proprietary brewing process developed through more than 100 test batches to produce full-flavored craft beer without alcohol, and also offers hop-infused sparkling water under the DayPack brand.
Product overview
Athletic Brewing Company is America's largest dedicated non-alcoholic craft beer brewery, founded in 2017 by Bill Shufelt and John Walker. The company operates breweries in Milford, CT and San Diego, CA. Their product portfolio centers on non-alcoholic craft beers (all containing less than 0.5% ABV) organized into year-round flagship offerings (Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA, Athletic Lite, Atlética, All Out Dark), seasonal and limited-edition releases (Noble Pils, Fruited Fields, Trailblazer, Crease Crusher, Aftershift, various sours), cocktail-inspired brews (Paloma, Moscow Mule), and specialty collaboration products (Clock End with Arsenal FC, Crease Crusher with Premier Lacrosse League, Side Stage with Vans Warped Tour). They also produce hop-infused sparkling water under the DayPack brand. Distribution includes direct-to-consumer online sales with subscription options (Athletic Club membership, Brew of the Month) and retail store availability. The company holds over 50% market share in the U.S. non-alcoholic craft beer category and has invested over $130 million in building U.S. breweries.
Differentiator
Problem solved
Functional benefit
Brands
- DayPack: Hop-infused sparkling water product line available in Mango, Black Cherry, and Lemon Lime flavors.
Products and services
- Run Wild IPA Flagship year-round non-alcoholic IPA with citrus and hoppy flavor profile, described as the ultimate sessionable IPA for craft beer lovers. Best seller available in 6-packs.
- Upside Dawn Golden Flagship year-round non-alcoholic golden style beer with refreshing, clean, balanced, and light-bodied characteristics.
- Free Wave Hazy IPA Flagship year-round non-alcoholic hazy IPA with a juicy body and velvety pour, described as hugely hoppy with a smooth hazy profile.
- Athletic Lite Year-round light non-alcoholic beer reimagined with classic lightness and expert craft, containing 40 calories.
- Atlética Year-round Mexican-style copper non-alcoholic beer with refreshingly bright characteristics. Spanish-language product name representing a modern athletic lifestyle.
- All Out Dark Year-round stout-inspired non-alcoholic dark beer described as bold and daring, light but rich, smooth yet complex.
- Athletic Lite Lime & Salt Year-round light non-alcoholic beer with bright notes of lime balanced by a touch of salt and subtle herbal aromas. 40 calories, 8g carbohydrates per serving.
- Paloma Year-round cocktail-inspired non-alcoholic beer capturing the bright, zesty essence of a Paloma cocktail with aromas of vibrant grapefruit and zesty lime. 70 calories per serving.
- Moscow Mule
Quantifiable outcome
- 55-52% market share in U.S. non-alcoholic craft beer category
- +4 more outcomes
Companies that use Athletic Brewing
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles5 records
Athletic Brewing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Athletic Brewing partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, flagship and minor.
- Los Angeles Dodgers (Teoscar Hernández)coreFirst MLB partnership signed with outfielder Teoscar Hernández as brand ambassador for 2026 summer campaign. Part of 120% national media spend increase for Run Wild IPA brand.
- Premier Lacrosse LeaguecoreSix-season partnership collaboration. Launched 'Crease Crusher' limited-time non-alcoholic hoppy pale beer. Sold on Athletic's website and sampled at PLL All-Star Weekend events. Player ambassadors Rob Pannell, Brett Makar, and Asher Nolting shaped flavor profile.
- Five Celebrated Chefs (Aftershift)coreAnnual collaboration for Aftershift limited-edition brew supporting Southern Smoke Foundation mental health services. Second consecutive year with $50,000 donation. Zesty session brew with lime leaf and yuzu. Expanded distribution in Chicago, Houston, Los Angeles, New York City, Raleigh, and San Francisco.
- AllTrailscorePartnership to promote outdoor access and conservation. Company invested $8.4 million in outdoor projects across U.S. and three countries through Two For The Trails program. 'Our Brews Give Back' campaign supporting environmental restoration.
- Arsenal Football ClubflagshipOfficial Non-Alcoholic Beer Partner. UK-exclusive Clock End non-alcoholic red ale launched March 20, 2026. Available at Emirates Stadium and select London locations. Partnership doubled non-alcoholic beer sales at Emirates in first season. Extended for multiple years.
- San Francisco GiantsflagshipMulti-year partnership starting March 25, 2026. Run Wild IPA and Upside Dawn available at Oracle Park. Partnership includes extensive ballpark branding, broadcast features, digital integrations, and stadium activations throughout 2026 season.
- SheJumpsminorIMPACT Brew Series partnership for Trailblazer brew. Nonprofit dedicated to increasing women's and girls' outdoor activity participation. Each IMPACT brew purchase supports organization with up to $100,000 donated annually.
- Southern Smoke Foundationminor$50,000 donation from Aftershift collaboration brew profits. Supports mental health services for food and beverage workers nationwide.
- Vans Warped TourminorOfficial non-alcoholic beer sponsor. Limited-edition 'Side Stage' collaboration brew celebrating festival's 30th anniversary. Available November 5, 2025 at Orlando stop and online.
- Live NationcoreMultiyear agreement to supply non-alcoholic beer at more than 100 U.S. concert venues and major festivals. Significant on-premise distribution expansion for live entertainment events.
- Netflix and Food52coreHigh-profile collaborations in 2024 alongside Arsenal F.C. partnership. Featured in popular media and lifestyle platforms driving brand awareness.
Scale indicators15 records
Recent moves10 records
Expansion highlights6 records
Athletic Brewing competitors and assessment
Company assessmentBroad incumbents
- Heineken (Heineken 0.0): Heineken N.V.'s flagship non-alcoholic beer, distributed globally with massive marketing budgets and shelf presence. Directly competes with Athletic Brewing for the moderation-minded consumer but as part of Heineken's broader beer portfolio rather than a focused NA specialist.
- Anheuser-Busch InBev (Budweiser Zero, Corona Sunbrew): Global brewing giant that has launched multiple NA beer products (Budweiser Zero, Bud Light Next, Corona Sunbrew) leveraging mass-market distribution. Competes head-to-head on shelf space but lacks Athletic's craft-focused, dedicated-NA positioning.
- Sierra Nevada Brewing Co. Major US craft brewer with broad craft portfolio that has added limited NA offerings. Overlaps with Athletic in craft positioning and distribution channels but is fundamentally an alcoholic craft specialist with NA as a small extension.
Direct peers
- Surreal Brewing Company: Independent craft brewery producing a wide range of non-alcoholic craft beers (IPAs, lagers, stouts, seltzers) for the sober-curious market. Direct competitor in the same NA craft segment with similar product breadth and DTC focus, though smaller scale than Athletic.
- Partake Brewing: Canadian craft non-alcoholic brewer offering IPAs, lagers, and stouts below 0.5% ABV. Direct peer in NA craft category with comparable product portfolio and active-lifestyle positioning, operating primarily in North American markets.
- WellBeing Brewing Company: US craft NA beer and root beer producer founded on the 'drink responsibly, live well' ethos. Competes directly in NA craft segment with hop-forward and traditional styles, plus alcohol-removed wine and spirits-adjacent offerings.
- Bravus Brewing Company: One of the earliest dedicated non-alcoholic craft brewers in the US, producing IPAs, amber ales, and dark beers under 0.5% ABV. Direct competitor in the same NA craft category with comparable product range and mission-driven branding.
- Grüvi (ICONIC Beverages): NA craft brewery offering IPAs, lagers, stouts, wines, and prosecco. Competes directly in the moderation/lifestyle segment with a broader non-alcoholic portfolio spanning beer, wine, and seltzers.
- Two Roots Brewing Co. Non-alcoholic craft brewery producing beer styles from pilsners to stouts, marketed toward active lifestyles and moderation. Direct competitor in NA craft segment with similar target consumer profile.
Others
- Keurig Dr Pepper: Strategic minority shareholder of Athletic Brewing (board seat since 2022) and one of the largest non-alcoholic beverage distributors in North America. Provides distribution leverage for Athletic but could also become a competitor or counterparty risk if strategic priorities shift.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Athletic Brewing social profiles
Digital presenceAthletic Brewing compliance and trust
Trust signalCompliance1 record
Athletic Brewing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Athletic Brewing leadership team
Management profileNumber of profiles
Profiles3 records
Athletic Brewing funding detail
Funding detailFunding overview
Funding rounds12 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Athletic Brewing M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Athletic Brewing
What does Athletic Brewing do?
Athletic Brewing Company manufactures and sells non-alcoholic craft beer (less than 0.5% ABV) across multiple styles including IPAs, golden ales, hazy IPAs, lites, dark beers, and cocktail-inspired brews. The company uses a proprietary brewing process developed through more than 100 test batches to produce full-flavored craft beer without alcohol, and also offers hop-infused sparkling water under the DayPack brand.
Is Athletic Brewing a public or private company?
Athletic Brewing is a private company. It is classified as venture growth investor backed and is currently operating.
When was Athletic Brewing founded?
Athletic Brewing was founded in 2017. It employs 251 to 500 people.
Where is Athletic Brewing based?
Athletic Brewing is headquartered in Milford, United States, in the North America region.
How does Athletic Brewing make money?
Four revenue lines are on record. Non-Alcoholic Beer Sales are the primary driver. The others are athletic Club Subscription, merchandise and Apparel and sparkling Hop Water (DayPack).
Who are Athletic Brewing's main competitors?
Broad incumbents on record are Heineken (Heineken 0.0), Anheuser-Busch InBev (Budweiser Zero, Corona Sunbrew) and Sierra Nevada Brewing Co.. Direct peers are Surreal Brewing Company, Partake Brewing, WellBeing Brewing Company, Bravus Brewing Company, Grüvi (ICONIC Beverages) and Two Roots Brewing Co.. Keurig Dr Pepper is listed as an others.
Does Athletic Brewing have an API?
No public API is recorded for Athletic Brewing.
What industry is Athletic Brewing in?
Athletic Brewing's product category is Non-Alcoholic Craft Beer. Its primary akta.pro industry code is AFAFAAAJ, Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production, with a secondary code of CRADAIAA, Beer Brewing & Brands. Its NAICS code is 31212 and its SIC code is 2082.