An NHL career turns to craft beer
After 14 seasons in the NHL (over 800 games), defenseman Tyson Barrie announced his retirement. Three days later, Barrie announced his next venture — a new beer brand aimed at a thirsty fan base — a “crushable light lager” (3% ABV) and its NA variant (0.3%). The Chilly Ones brand describes its lager as “a balance of subtle malt sweetness and gentle hop bitterness … pale golden in colour.” These beers are launching this fall in British Columbia and Alberta, expanding to Colorado later in 2025 and rolling out throughout the United States in 2026. Barrie isn’t skating solo, of course. Investors include fellow NHL stars Nathan MacKinnon, Brayden Schenn, Tyler Ennis, and Mike Smith. Musicians Wesley Schultz of The Lumineers and Nathaniel Rateliff also signed on. From the press release:
“I’m incredibly proud of the career I’ve had and so grateful for the people I’ve met along the way,” said Barrie. “Very excited to see what the next chapter has in store and looking forward to pursuing something I’m very passionate about with some of my best friends”
The athlete-beer connection
Athletes and beer have always been linked — from locker room celebrations to marketing campaigns. But today’s pros are no longer just endorsers. They’re brand founders, investors, and operators, chasing long-term cultural impact as much as financial returns. For athletes like Barrie, the non-alcoholic category is especially attractive. NA beer is growing more than 20% year-to-date in 2025, with Gen Z and Millennials leading demand. Athletic Brewing, the biggest NA craft player, now ranks No. 8 on the Brewers Association’s Top 50 list, showing just how mainstream the category has become.
Athletes already playing in the beer space
Barrie’s move puts him in notable company. Here’s a quick look at some of the athletes shaping the craft beer landscape:
- Jason and Travis Kelce — Garage Beer
The NFL brothers are co-owners of Garage Beer, a light lager brand known for offbeat marketing stunts like the BeerBed kegerator mattress and the BREWMITE parody film. - Troy Aikman — Eight Beer
The Hall of Fame quarterback founded Eight, a light beer brand marketed around health-conscious drinking and premium ingredients. - Erik Ellington — Easy Does It (Non-Alcoholic)
The skateboarding legend teamed with Anchorage Brewing’s Gabe Fletcher to launch a crisp NA lager, targeting “outsiders” who still want the ritual of beer. - Athletic Brewing Co.
Investors include NFL stars J.J. Watt and Justin Tuck, as well as cyclist Lance Armstrong. The brand is the category-defining leader in NA beer.
Why athletes love NA
Athletes represent discipline, health, and peak performance. Aligning with NA beer lets them stay authentic to those values while tapping into a growing market. For fans, it’s a way to drink like their heroes — without the alcohol. For independent breweries, the takeaway is clear: the NA segment is no longer an afterthought. Athlete-backed brands validate the category and bring mainstream attention. Craft brewers that add NA options can expand reach, capture new demographics, and stand out in a crowded marketplace.
The final word
Tyson Barrie’s Chilly Ones shows how far the athlete-beer connection has evolved. For craft brewers, the athlete wave in beer is also an invitation. Custom contract brewing, white-label recipes, and co-branded collaborations could give athletes a turnkey path into the category. Independent breweries already have the expertise, facilities, and creative muscle to build distinctive brands. By offering tailored services — from recipe design to small-batch production — craft brewers can become the launchpad for the next Chilly Ones or Easy Does It, turning athlete star power into new revenue streams and long-term partnerships. Just something to think about.
