Crafting change: Let’s look back at Athletic Brewing’s impressive 2024

Athletic Brewing: A year of milestones, collaborations and giving back

Athletic Brewing Co. continues to redefine what a craft brewery can achieve. The largest non-alcoholic brewer in America capped off 2024 with a remarkable $2 million donation through its Two For The Trails program, marking a banner year of growth, innovation and community impact. As the 10th largest craft brewery in America — an unprecedented accomplishment for a non-alcoholic beer maker — Athletic Brewing is proving that its vision for moderation and inclusivity resonates with modern consumers. Let’s recap an impressive year for this NA brand.

Two For The Trails hits new heights

Athletic Brewing’s Two For The Trails initiative, founded in 2018, reached an all-time high in 2024 with $2 million dedicated to protecting and restoring outdoor spaces worldwide. This year’s contributions supported over 170 projects, benefiting more than 4,000 miles of trails and 530,000 acres of open space across the United States, Canada and the United Kingdom. Notable allocations included $250,000 for hurricane restoration efforts in Florida and North Carolina and $50,000 for the Appalachian Trail Conservancy’s Resiliency Fund. From the recent press release:

“For the first time in our history, Athletic will donate $2 million in a single year through our Two For The Trails program, supporting a wide range of outdoor projects across the U.S., UK, and Canada,” said Cara Wilson, B Corp & Two For The Trails Manager at Athletic. “This essential funding will directly benefit the environment and communities where our customers live, work, and adventure, helping to protect, enhance, and sustain outdoor spaces for generations to come. We aim to provide safe, equitable access to the great outdoors and look forward to seeing the transformative impact of these projects.”

The program has grown exponentially, from a single $6,000 donation in 2018 to cumulative grants exceeding $6.2 million. These efforts align closely with Athletic’s brand ethos: to promote healthy lifestyles, sustainable practices and community engagement. By supporting trail restoration and accessibility improvements, the brewery ensures that the great outdoors remains available for future generations.

$50 million to fuel long-term growth

Athletic Brewing secured a $50 million equity financing round in 2024, led by General Atlantic. This investment aims to bolster the brewery’s capacity and expand its reach globally. Plans include renovations to its recently acquired second brewing facility in San Diego, formerly owned by Ballast Point. Once operational, this facility will double Athletic’s production capabilities, addressing rising demand for its award-winning non-alcoholic beers. From the press release:

“Athletic has rapidly become the category-defining brand in non-alcoholic beer, and we are excited to partner with Bill and John as the company continues to grow,” said Andrew Crawford, Managing Director and Global Head of Consumer at General Atlantic. “With a differentiated brewing process, leading taste profile, and loyal customer base, Athletic is poised to take advantage of the expanding global demand for non-alcoholic beer. We intend to leverage our international platform and capabilities across technology, digital marketing, and merchandising to help the business achieve its potential.”

The funding underscores Athletic’s meteoric rise. Since its founding in 2017 by Bill Shufelt and John Walker, the brewery has grown from producing 875 barrels (bbls) annually to over 258,000 bbls in 2023, making it a top 20 U.S. brewing company overall. That’s insane! As alcohol moderation trends continue to grow globally, Athletic Brewing is poised to lead the charge in non-alcoholic innovation.

Collaborations that break boundaries

In 2024, Athletic Brewing pushed creative boundaries with high-profile collaborations that elevated its brand and expanded its appeal. The brewery partnered with Food52 to release Host & Toast, a Belgian-style White infused with Meyer lemon. This limited-edition brew celebrated the art of gathering and provided a refreshing, alcohol-free option for holiday hosting.

Athletic also teamed up with Netflix for Marine Odyssey IPA, inspired by the streaming giant’s documentary series Our Oceans. This hazy IPA, crafted with premium hops, captured the spirit of marine conservation while supporting SeaTrees, an organization dedicated to restoring coastal watersheds. These partnerships exemplify how Athletic leverages its innovative brewing approach to engage with diverse audiences and causes.

Taking the field with Arsenal F.C.

Athletic Brewing also made waves in the international sports arena by becoming the Official Non-Alcoholic Beer Partner of Arsenal F.C. This partnership brought Athletic’s flagship Run Wild IPA to Emirates Stadium, available in cans and on draft for men’s and women’s matches. The collaboration also included marketing campaigns featuring Arsenal players and on-site activations that introduced the brand to a global fanbase.

The move aligns with Athletic’s broader strategy of international expansion, following its successful entry into the U.K. market through partnerships with prominent pub operators. With alcohol moderation gaining traction worldwide, Athletic’s presence in sports venues reinforces its position as a lifestyle brand synonymous with health, community and celebration.

A Transformative year for non-alcoholic beer

Athletic Brewing’s rise mirrors broader trends in the beverage industry. According to the recent end-year recap from the Brewers Association:

Non-alcohol beer boom: With the growing demand for mindful drinking, non-alcohol beer sales soared (scan dollars up 30%+ year-over-year from January through October) as brewers refined their techniques to deliver flavor-packed options.

• According to NCSolutions Consumer Sentiment Survey, 41% of Americans actively moderated their alcohol consumption in 2024, up 7% from the previous year.
• A Beer Institute & Morning Consult Poll noted 58% of consumers say that low- and non-alcoholic beer is a good alternative for anyone looking to moderate their alcohol consumption long-term.
• YTD through 11/30/24, off-premise dollar sales of NA beer are up over 25%, totaling $646M, per NIQ.
• This Coefficient Capital / New Consumer report shows that the majority of Americans surveyed (54%) do not drink more than once per month, and 36% of Americans plan to eliminate or reduce alcohol in January (this grows to 49% for Gen Z/Millennials).
• Then, just look at the big investments going on in the industry — from Best Day Brewing securing $22.5M in funding to RationAle Brewing celebrating a substantial seed investment round.

Athletic is poised to take advantage of this growth. Athletic dollar sales are up over 50% YTD through 11/30, leading the category with over 19% market share. It helps that the company’s proprietary brewing process ensures its beers are fully fermented and indistinguishable from their alcoholic counterparts. Its product lineup, including popular offerings like Run Wild IPA and Free Wave Hazy IPA, continues to win over skeptics and enthusiasts alike. With over 100 taste awards, the brewery remains a leader in quality and innovation.

The road ahead

As Athletic Brewing looks to 2025, its mission remains clear: redefine modern drinking while making a positive impact. With ambitious plans to scale operations, innovate its product line and deepen community investments, the brewery is set to build on its extraordinary momentum. Athletic Brewing’s achievements in 2024 demonstrate that non-alcoholic beer is not just a trend but a transformative force in the craft brewing industry. By championing inclusivity, sustainability and creativity, Athletic has solidified its place as a trailblazer — not just in brewing, but in shaping a healthier, more connected world. I’ll drink to that.