At BevNET Live in New York City, Athletic co-founder and CEO Bill Shufelt dug into how he’s tackled the brand’s scaling, how passion and authenticity have been key to Athletic’s resonance with consumers and why investing in grassroots marketing was important for the business.
BevNET Live NYC 2026 kicked off with several sit-down interviews with entrepreneurs, including several in the low ABV and non-alcoholic beverage categories who discussed the rapidly changing consumer landscape.
Pine State Trading Co. is a fourth-generation, family-owned New England distributor with operations in Maine and New Hampshire.
Non-alcoholic (NA) beer maker Athletic Brewing Company has struck a multi-year sponsorship deal with Live Nation to make its beer available in 117 concert venues and at four major music festivals.
Athletic Brewing Co. has partnered with L.A. Libations-owned mixer maker Arriba Chelada to produce a ready-to-drink non-alcoholic michelada, Chelada Nada, rolling out to stores in the Southwest this month.
Non-alcoholic craft brewery Athletic Brewing is preparing to open a pop-up facility featuring “the intersection of beer and burpees” in Austin, Texas, the company teased today on social media.
Non-alcoholic craft brand Athletic Brewing has signed a lease for a new facility in Milford, Connecticut, that could triple its capacity.
This nascent space has seen an influx of innovation within the past two years, including startups such as HopTea, HOP WTR, Aurora Superior Sparkling Beverages and Oregon Hop Springs, as well as offerings from beer brewers like Urban Chestnut Brewing Company and Snake River Brewing. Even non-alcoholic beer brewers have gotten on board with the trend.
