Partnership grows after first season
Athletic Brewing Co. and Arsenal Football Club have announced an expanded multi-year partnership. The extension follows a successful debut season that saw Athletic serve as Arsenal’s first-ever Official Alcohol-Free Beer Partner. Athletic’s flagship Run Wild IPA will continue to be served at Emirates Stadium — in cans throughout the venue and on draught at Club Level. Starting in the 2025-26 season, a second product joins the lineup: Athletic Alcohol-Free Lager, available in cans at general concourse bars. This deal strengthens the American brewer’s footprint in the U.K. and reinforces the growing demand for non-alcoholic options at major sporting events. From the press release:
“We’re thrilled to continue our partnership with Arsenal after a remarkable first season, and proud to help lead the global shift toward mindful drinking alongside such a world-class football club,” said Bill Shufelt, Co-Founder and CEO of Athletic Brewing. “Together, we’re responding to evolving preferences by bringing great-tasting, alcohol-free beer to more supporters in more moments and making matchdays more accessible. Whether it’s in the stands, at home, or at the pub, we believe everyone deserves a brew that fits their lifestyle.”
A partnership rooted in fan demand
Athletic first teamed up with Arsenal in 2024 after learning that supporters were discovering the brand in local pubs and stores. The partnership gave Athletic exclusive non-alcoholic pouring rights inside Emirates Stadium, making it easier for fans to choose NA options on matchday. The renewed deal goes further. Athletic Brewing will now have a larger digital presence across Arsenal’s platforms and fan engagement events. Later this season, the duo will also launch a limited-edition, co-branded brew. From the press release:
Juliet Slot, Arsenal’s Chief Commercial Officer, said: “We’re always delighted when a partner renews with us, a statement of their belief in our vision for the club supported by their investment in our ambition to win major trophies. The success of our first year working together speaks for itself, with Athletic products already becoming a staple of the matchday ritual for our supporters. We’re proud to have partners like Athletic Brewing with us on our journey – they are the best at what they do, and enable us to better serve Gooners in our London home and around the world.”
Non-alcoholic beer keeps surging
This announcement comes amid rapid growth for non-alcoholic beer. As we recently reported, NA beer sales are up 22.2% year-to-date in 2025, according to the Beer Institute. The category grew 16.4% over the past 12 months, with July, August, and May as top-performing months. On-premise sales are also climbing. Bars and restaurants report a 26.4% increase so far in 2025, following a 22% bump last year. That growth reflects changing consumer habits — and brewers like Athletic are leading the shift.
Younger drinkers drive demand
Recent surveys back this up:
- 61% of Gen Z and Millennial drinkers say they’d choose an NA version of their favorite beer.
- 57% would stay longer at venues with strong non-alcoholic offerings.
- 27% of 21- to 29-year-olds already drink non-alcoholic beverages weekly.
Health, hangovers, and affordability are the main drivers. And these shifts aren’t seasonal — Dry January may spark headlines — but the moderation trend spans the full year.
Athletic Brewing Leads the NA Charge
Athletic Brewing remains the top U.S. player in the non-alcoholic beer space. The company continues to grow globally, investing in high-profile partnerships like Arsenal and launching initiatives such as “Ask For Athletic” in U.K. pubs. With growing retail access, matchday visibility, and new products on the horizon, Athletic Brewing is cementing its place at the forefront of the NA beer movement — and giving independent brewers a roadmap for success.
Why craft brewers should pay attention
The NA segment isn’t a fad. It’s a fast-growing, data-backed opportunity for breweries of all sizes. Expanding into NA beer offers:
- Proven market demand
- New customer segments
- On-premise placement opportunities
- Seasonal and taproom innovation potential
- Low-risk brand extension
Craft Brewing Business will continue covering the evolution of non-alcoholic beer and the innovators pushing the category forward. Stay tuned.
