This unique partnership is part ofAthletic Brewing 's "All In. All Game" fall campaign. The alcohol-free beer brand is pursuing its goal of differentiation in a competitive sector. Already a stadium queen, it wants to take the fan experience even further, by offering them dishes that pair perfectly with its beers, all to be consumed in the stadiums of their favorite teams. Chef David Chang, founder of the Momofuku channel, which is based as far away as Sydney, is world-famous for his culinary series Ugly Delicious on Netflix and The Next Thing You Eat on Hulu, as well as his podcast The Dave Chang Show. He didn't hesitate for a second to roll up his sleeves for this challenge: proposing bold, gourmet dishes paired with 5 beers from the Athletic Brewing range, all to be consumed in a stadium. The 5 dishes in this campaign include oven-crisp chicken wings and its signature dish, Bo Ssam (roasted pork shoulder served with rice, Korean condiments and rolling salad leaves). This combination with dishes concocted by a renowned chef changes the way non-alcoholic beer is viewed. From a simple alternative to traditional beer, chosen for its sobriety, Athletic Brewing becomes an integral part of a meal, a piece of the experience to be enjoyed at the stadium with friends.
"As a lifelong soccer fan and an early investor in Athletic [Brewing], I'm delighted to be part of this campaign. Soccer season has always been one of my favorite times of the year. For me, game day is about gathering friends, sharing good food and cracking open a few cold beers. These recipes have been designed to go perfectly with the Athletic [Brewing] range available all year round, and they really are the dishes I like to have on the table when I'm watching a game," said the Korean-American chef.
The brand is no stranger to sports, having already sponsored the Supertri triathlons. Brewed using an exclusive process to deliver a full-bodied taste at less than 0.5% alcohol, Athletic Brewing's beers have become a convivial staple for those who want to enjoy a beer in a stadium, now with dishes that go perfectly with it.
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