New Partnership Brings Athletic Brewing Company's Non-Alcoholic Brews to 100+ Live Music Venues and Festivals
Athletic Brewing Company, America's largest non-alcoholic brewer, has announced a multi-year partnership with Live Nation to become the official non-alcoholic beer partner for over 100 concert venues across the U.S. The partnership includes major music festivals like Bonnaroo, BottleRock Napa Valley, Festival La Onda, and Two Step Inn.
The initiative responds to strong consumer demand, with 70% of live music fans requesting more non-alcoholic beverage options at concerts. Venues will offer Athletic's popular brews including Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA, and Athletic Lite. The partnership includes unique tasting experiences, giveaways, and backstage presence.
Athletic Brewing holds 19% market share in the NA beer category and achieved over 50% growth in 2024. The non-alcoholic beer sector has experienced double-digit growth for five consecutive years.
Athletic Brewing Company, il più grande produttore di birra analcolica degli Stati Uniti, ha annunciato una partnership pluriennale con Live Nation per diventare il partner ufficiale della birra analcolica in oltre 100 locali per concerti negli Stati Uniti. La partnership include importanti festival musicali come Bonnaroo, BottleRock Napa Valley, Festival La Onda e Two Step Inn.
Questa iniziativa risponde a una forte domanda dei consumatori, con il 70% dei fan della musica dal vivo che richiede più opzioni di bevande analcoliche ai concerti. I locali offriranno le popolari birre di Athletic, tra cui Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA e Athletic Lite. La partnership include esperienze di degustazione uniche, omaggi e presenza dietro le quinte.
Athletic Brewing detiene il 19% della quota di mercato nella categoria birra NA e ha raggiunto oltre il 50% di crescita nel 2024. Il settore della birra analcolica ha registrato una crescita a due cifre per cinque anni consecutivi.
Athletic Brewing Company, la mayor cervecera de cerveza sin alcohol en Estados Unidos, ha anunciado una asociación de varios años con Live Nation para convertirse en el socio oficial de cerveza sin alcohol en más de 100 lugares de conciertos en EE.UU. La asociación incluye importantes festivales de música como Bonnaroo, BottleRock Napa Valley, Festival La Onda y Two Step Inn.
Esta iniciativa responde a una fuerte demanda de los consumidores, con el 70% de los fanáticos de la música en vivo pidiendo más opciones de bebidas sin alcohol en los conciertos. Los lugares ofrecerán las populares cervezas de Athletic, incluyendo Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA y Athletic Lite. La asociación incluye experiencias de cata únicas, sorteos y presencia detrás del escenario.
Athletic Brewing tiene una cuota de mercado del 19% en la categoría de cerveza NA y logró más del 50% de crecimiento en 2024. El sector de la cerveza sin alcohol ha experimentado un crecimiento de dos dígitos durante cinco años consecutivos.
애슬레틱 브루잉 컴퍼니는 미국 최대의 비알콜 맥주 회사로서, 라이브 네이션과 여러 해의 파트너십을 체결하여 미국 전역 100개 이상의 콘서트 장소의 공식 비알콜 맥주 파트너가 되었다고 발표했습니다. 이 파트너십에는 본나루, 바틀락 나파 밸리, 페스티벌 라 온다, 투 스텝 인과 같은 주요 음악 축제가 포함되어 있습니다.
이 이니셔티브는 70%의 라이브 음악 팬들이 콘서트에서 더 많은 비알콜 음료 옵션을 요구하는 등 소비자의 강력한 수요에 응답한 것입니다. 장소에서는 Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA 및 Athletic Lite를 포함한 Athletic의 인기 맥주를 제공합니다. 이 파트너십에는 독특한 시음 경험, 경품 및 백스테이지 존재가 포함됩니다.
애슬레틱 브루잉은 NA 맥주 카테고리에서 19%의 시장 점유율을 보유하고 있으며 2024년에는 50% 이상의 성장을 달성했습니다. 비알콜 맥주 분야는 5년 연속 두 자릿수 성장을 경험했습니다.
Athletic Brewing Company, le plus grand brasseur de bières sans alcool en Amérique, a annoncé un partenariat pluriannuel avec Live Nation pour devenir le partenaire officiel de la bière sans alcool dans plus de 100 salles de concert à travers les États-Unis. Ce partenariat inclut de grands festivals de musique tels que Bonnaroo, BottleRock Napa Valley, Festival La Onda et Two Step Inn.
Cette initiative répond à une forte demande des consommateurs, 70 % des fans de musique live demandant plus d'options de boissons sans alcool lors des concerts. Les lieux proposeront les bières populaires d'Athletic, y compris Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA et Athletic Lite. Le partenariat comprend des expériences de dégustation uniques, des cadeaux et une présence en coulisses.
Athletic Brewing détient 19 % de parts de marché dans la catégorie des bières NA et a réalisé plus de 50 % de croissance en 2024. Le secteur des bières sans alcool connaît une croissance à deux chiffres depuis cinq années consécutives.
Athletic Brewing Company, Amerikas größter Hersteller von alkoholfreiem Bier, hat eine mehrjährige Partnerschaft mit Live Nation angekündigt, um offizieller Partner für alkoholfreies Bier in über 100 Konzertlocations in den USA zu werden. Die Partnerschaft umfasst große Musikfestivals wie Bonnaroo, BottleRock Napa Valley, Festival La Onda und Two Step Inn.
In dieser Initiative wird auf die starke Nachfrage der Verbraucher reagiert, da 70 % der Live-Musik-Fans mehr alkoholfreie Getränkeoptionen bei Konzerten wünschen. Die Veranstaltungsorte werden die beliebten Biere von Athletic anbieten, darunter Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA und Athletic Lite. Die Partnerschaft beinhaltet einzigartige Verkostungserlebnisse, Verlosungen und Präsenz hinter der Bühne.
Athletic Brewing hat einen Marktanteil von 19 % im NA-Bier-Segment und konnte 2024 ein Wachstum von über 50 % verzeichnen. Der Sektor für alkoholfreies Bier verzeichnet seit fünf aufeinander folgenden Jahren ein zweistelliges Wachstum.
- Market leadership with 19% share in NA beer category
- 50% growth achieved in 2024
- Expansion to 100+ Live Nation venues increases market reach
- Strong consumer demand confirmed by 70% of concertgoers wanting NA options
- Partnership includes major music festivals, expanding distribution channels
- None.
Insights
This strategic partnership marks a significant revenue diversification opportunity for Live Nation (LYV), tapping into the rapidly expanding non-alcoholic beverage market. The deal's timing is particularly shrewd, coinciding with several key market trends:
Market Opportunity Analysis:
- The non-alcoholic beer category has maintained double-digit growth for five consecutive years, indicating sustained consumer demand rather than a temporary trend.
- Athletic Brewing's 50% growth in 2024 and 19% market share leadership position suggest strong brand momentum and consumer acceptance.
- With 70% of concertgoers seeking non-alcoholic options, this represents a significant untapped revenue stream across Live Nation's venue portfolio.
Revenue Impact Potential:
- The partnership spans 100+ venues and 4 major festivals, creating multiple touchpoints for incremental beverage sales.
- Premium pricing opportunities exist as concert venues typically command higher margins on beverages.
- Additional revenue streams through merchandise sales and branded experiences could further enhance the partnership's value.
For Live Nation, this move aligns with post-pandemic strategies to enhance venue profitability through diversified offerings and improved customer experience. The addition of premium non-alcoholic options could drive higher per-capita spending while potentially reducing security and liability costs associated with alcohol-related incidents.
Responding to growing consumer demand for non-alcoholic beverage options, with
This partnership marks a pivotal step in Athletic's mission to make moderation more accessible by not only reimagining how non-alcoholic beer is made but also by leveling up the live music experience. By offering fans more NA choices, Athletic is broadening how audiences enjoy unforgettable moments at concerts and festivals. Legal drinking age music fans can now enjoy Athletic's most popular brews like Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA, and Athletic Lite, with selections varying by venue.
"We're thrilled to partner with Live Nation venues and bring Athletic's great-tasting brews to center stage at some of the most iconic venues and festivals across the country," said Andrew Katz, Chief Marketing Officer of Athletic. "This partnership strikes a chord with concertgoers seeking non-alcoholic options that harmonize with their lifestyle. Now fans can enjoy the magic of live music and keep the beat without a buzz."
Beyond event concessions, fans of legal drinking age can look forward to unique Athletic tasting experiences at venues and festivals. These experiences will include opportunities to sample the company's award-winning brews, participate in giveaways, snag limited-edition merch, and more. The partnership also brings Athletic backstage, where artists and their teams can savor brews in green rooms, expanding the hospitality experience.
"We're constantly finding new ways to give fans the best experience at our shows, and we're excited to expand our offerings to match their evolving tastes," said Maureen Ford, Live Nation's President of National and Festival Sales. "With Athletic now at more than 100 venues and festivals, fans will have even more choices during their most memorable moments."
Demand for non-alcoholic beer is surging, with sales growing by double-digits in each of the last five years. Athletic is the number one brand in the NA beer category, with over
The partnership will enable Athletic to reach millions of new consumers and get cans directly into the hands of thirsty live music goers. This latest venture into live music builds on the company's mission to revolutionize how modern adults drink by providing inclusive options for all lifestyles and occasions.
Fans can follow Athletic Brewing's live music journey on Facebook, Instagram, LinkedIn, TikTok, X, and YouTube for updates on new offerings and experiences.
For press inquiries, please contact:
Athletic Brewing
Chris Furnari | press@athleticbrewing.com
Jack Taylor PR | athleticbrewing@jacktaylorpr.com
Live Nation
Danika Azzarelli | DanikaAzzarelli@LiveNation.com
Additional Assets:
Brand images can be downloaded HERE.
About Athletic Brewing Company
Athletic Brewing Company is America's largest dedicated non-alcoholic brewer. Athletic is revolutionizing how modern adults drink by crafting game-changing NA brews that can be consumed anytime and anywhere. Launched in 2018, Athletic is now the number one non-alcoholic beer brand in America4 and a top 20 U.S. brewing company5. Its award-winning brews are available nationwide at over 50,000 retailers and 25,000 on-premise venues. Athletic operates custom breweries in
About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world's leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship. For additional information, visit www.livenationentertainment.com.
1, 2 Source: Live Nation
3, 4 NielsenIQ, Total US xAOC + Liquor Open State + Conv, CYTD Wks ending 12/30/24.
5 Brewers Association Top 50 U.S. Brewing Companies
View original content to download multimedia:https://www.prnewswire.com/news-releases/new-partnership-brings-athletic-brewing-companys-non-alcoholic-brews-to-100-live-music-venues-and-festivals-302373470.html
SOURCE Athletic Brewing Company
FAQ
What is the market share of Athletic Brewing Company in the non-alcoholic beer category?
How many Live Nation venues will serve Athletic Brewing Company's products?
What was Athletic Brewing Company's growth rate in 2024?
Which music festivals are included in Athletic Brewing Company's Live Nation partnership?
What percentage of concertgoers want non-alcoholic beverage options at live music events?
