Consumer News: Athletic Brewing's non-alcoholic beer partners with the Supertri World Triathlon League

This partnership isn't just a marketing ploy. By teaming up with Supertri, Athletic Brewing Company continues to break the mold with its award-winning non-alcoholic beers. The brand is establishing itself as the obvious choice for a generation of athletes who refuse to choose between enjoyment and performance.

The brand's non-alcoholic beers will be distributed at all Supertri events, further strengthening its already well-established presence in North American sports circles.

Rapid growth driven by a public seeking well-being

Founded in 2017 in Connecticut, Athletic Brewing Company has experienced a spectacular rise. As a testament to its success, the company was valued at more than $800 million in 2024 and now has more than 50,000 retail locations. In the United States, the brand has achieved the feat of outselling long-standing giants such as Heineken 0.0 and Bud Zero.

This success is based on three clear pillars:

• Health: Offering a genuine alternative without the negative effects of alcohol.
• The Pleasure: Ensuring the taste and flavors of a true craft beer.
• The Community: Bringing enthusiasts together around an active lifestyle.

This positioning is right in line with current trends: alcohol consumption is declining overall among young working adults, while demand for healthier products is skyrocketing.

Supertri: The Ideal Showcase for Spectator and High-Intensity Sports

For its part, Supertri is an international triathlon league that is reinventing the sport by combining elite competition, entertainment, and innovation. It features a very short, explosive, and fast-paced race format designed to maximize intensity and provide the audience with maximum suspense.

The races take place in the heart of iconic cities such as London, Toulouse, and Neom, on highly technical urban courses. By bringing together the world’s best triathletes, Supertri attracts a young, tech-savvy audience that loves immersive sporting experiences.

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Redefining the World of Sports and Recreation

The partnership between Athletic Brewing Company and Supertri creates a powerful brand image. The brand isn’t just banking on triathlon—it’s actively helping to redefine the world of sports and wellness by showing that the future of parties and sports can be alcohol-free, yet full of flavor.

This global presence strategy extends far beyond stadiums. The brand had already made a big splash by becoming the official sponsor of more than 100 concerts and music events, thereby establishing itself as a part of consumers’ social experiences.