Latest news with #BillShufelt
Cision Canada
7 days ago
- Business
- Cision Canada
Athletic Brewing Company Pledges $30,000 CAD for Trans Canada Trail's Great Canadian Hike Français
Athletic Brewing donating $1 CAD per kilometre, up to $30,000 CAD, to Trans Canada Trail's nationwide challenge to collectively log 30,000 kilometres in 30 days OTTAWA, ON, July 16, 2025 /CNW/ - To help get Canada moving, Athletic Brewing Company, America's largest dedicated non-alcoholic brewer, is supporting Trans Canada Trail's upcoming Great Canadian Hike campaign by pledging $1 CAD for every kilometre logged — up to 30,000 kilometres, equaling $30,000 CAD. The Great Canadian Hike is a national challenge that invites people of all ages and abilities to get active in support of Canada's nationwide trail system. From Sept. 20 to Oct. 19, people across the country will be hiking, biking, paddling and rolling on their section of the Trans Canada Trail, logging their distances towards a goal of collectively covering 30,000 kilometres, the approximate length of the Trail, in 30 days. All funds raised directly support the Trans Canada Trail, including critical projects like trail maintenance, greenway development, climate resilience efforts and accessibility upgrades. "We're proud to support Trans Canada Trail's Great Canadian Hike and this inspiring effort to get people moving and connecting with nature," says Athletic Brewing co-founder & CEO Bill Shufelt. "We believe that great brews and the great outdoors go hand in hand, and it's an honour to play a part in protecting such a meaningful resource for generations to come." Athletic Brewing has granted more than $6.3 million to support trails and outdoor spaces around the world under its Two For The Trails initiative. Inspired by co-founder Bill Shufelt's longtime love of exploring the outdoors, Two For The Trails contributes up to $2 million annually to protect and restore local trails. Prior to supporting the Great Canadian Hike, Athletic Brewing has been a supporter of Trail Care, an annual funding program offered by Trans Canada Trail. This program provides funding for community-driven initiatives that help maintain and improve trails while recognizing the vital role volunteers play in sustaining Canada's national trail system. By supporting the Great Canadian Hike, Athletic Brewing is growing its support for Trans Canada Trail to become a year-round National Trail Partner. "It is very clear that the team at Athletic Brewing has a deep-rooted passion for trails and all the benefits they bring to people and communities," says Mathieu Roy, Chief Executive Officer at Trans Canada Trail. "The team at Athletic has been a wonderful supporter of our Trail Care program and we are extremely grateful that they have extended their support to the national partnership level by supporting the Great Canadian Hike. Together, we can inspire Canada to get active, support the Trail and explore the vast beauty of our country's natural landscape." Registration and donations for the Great Canadian Hike are currently open. Anyone in Canada can register, create a team, raise funds and log their activity for free at Participants will begin logging their kilometres towards the 30,000 km collective goal on Sept. 20. About Athletic Brewing Company Athletic Brewing Company is America's largest dedicated non-alcoholic brewer. Athletic is revolutionizing how modern adults drink by crafting game-changing NA brews that can be consumed anytime and anywhere. Launched commercially in 2018, Athletic is the number one non-alcoholic beer brand in America 1 and a top 20 U.S. brewing company 2. Its award-winning brews are available at over 75,000 retail locations in America. Athletic operates custom breweries in Connecticut and California and donates up to $2 million annually to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Athletic is proudly a Certified B Corporation™. Learn more and shop at About Trans Canada Trail The Trans Canada Trail is the longest multi-use trail system in the world and it is always growing. It reaches every province and territory and connects all three of Canada's coastlines. Each section of the Trans Canada Trail is managed locally and supports different activities and community needs. Trans Canada Trail is the organization that advocates for, stewards and champions Canada's nationwide trail system. It is a registered charity that receives funding from the Government of Canada (through Parks Canada), various provincial and municipal governments, and generous donors. 2 Brewers Association Top 50 U.S. Brewing Companies of 2024 SOURCE Trans Canada Trail
Yahoo
7 days ago
- Business
- Yahoo
Athletic Brewing Company and Arsenal Announce Multi-Year Partnership Extension
Award-winning non-alcoholic beer to remain a matchday staple at Emirates Stadium LONDON and MILFORD, Conn., July 16, 2025 /PRNewswire/ -- Athletic Brewing Company, America's largest dedicated non-alcoholic brewer, and Arsenal Football Club today announced a multi-year extension of their partnership. Under the expanded agreement, Athletic will continue as the club's Official Non-Alcoholic Beer Partner, following a successful debut season that saw non-alcoholic beer sales at Emirates Stadium rise 220% year-over-year. Arsenal supporters will continue to enjoy Athletic Run Wild IPA in cans throughout Emirates Stadium during all men's and women's fixtures. Run Wild will also be served on draft across Club Level. New in 2025, the low-calorie Athletic Lite will also be available in cans throughout the stadium's general concourse bars. Each 12 oz. can of Athletic Lite is less than 0.5% ABV and contains 25 calories, 5g of carbohydrates, 0g of protein, 0g of fat, and 0g of sugar. "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." 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." In 2024, after hearing directly from Arsenal supporters who had discovered Athletic Brewing in local pubs and grocery stores, Athletic became the club's first Official Non-Alcoholic Beer Partner with exclusive pouring rights at Emirates Stadium. The partnership made non-alcoholic products more accessible on matchdays and introduced Athletic's award-winning brews to Arsenal supporters around the world. As part of the renewed partnership, Athletic Brewing will also expand its presence across Arsenal's digital, in-stadium, and supporter engagement platforms, deepening connections with Gooners around the world and advancing the conversation around non-alcoholic beer in football culture. The two will also come together to launch a limited-edition, co-branded brew later in the season. Notes to Editors The continued collaboration between Athletic Brewing and Arsenal comes at a time of rapid growth within the non-alcoholic beer category. In the UK, three-quarters of adults who drink alcohol are now actively moderating their alcohol intake1. At the same time, 38% of UK drinkers report consuming low- and no-alcohol alternatives on a semi-regular basis2. The ongoing shift toward moderation helped drive a 20% year-over-year increase in no-alcohol beer sales in the UK in 20243, mirroring the broader cultural movement unfolding around the world. For its part, Athletic Brewing has steadily increased its availability throughout the UK and now has over 2,500 points of distribution across the country. For press inquiries, please contact:Chris Furnari | press@ Taylor PR | athleticbrewinguk@ | communications@ More information about Arsenal can be found HERE. Additional Assets:Brand images can be downloaded HERE. About Athletic Brewing Company Athletic Brewing Company is America's largest dedicated non-alcoholic brewer. Athletic is revolutionizing how modern adults drink by crafting game-changing NA brews that can be consumed anytime and anywhere. Launched commercially in 2018, Athletic is the number one non-alcoholic beer brand in America4 and a top 20 U.S. brewing company5. Its award-winning brews are available nationwide at over 75,000 retail locations. Athletic operates custom breweries in Connecticut and California and donates up to $2 million annually to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Athletic is proudly a Certified B Corporation™. Learn more and shop at Follow Athletic Brewing on Facebook, Instagram, LinkedIn, TikTok, X, and YouTube to stay up-to-date on all things Athletic. 1 KAM, 20252 Portman Group, 20253 IWSR: The UK No-Alcohol Market4 NielsenIQ, Total US xAOC + Liquor Open State + Conv, Latest 52 Wks ending 06/14/255 Brewers Association Top 50 U.S. Brewing Companies of 2024 View original content to download multimedia: SOURCE Athletic Brewing Company Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Forbes
02-07-2025
- Business
- Forbes
Athletic Brewing's Non-Alcoholic Beer Boom: Big Growth Ahead
The core lineup of Athletic Brewing Company. Athletic Brewing Company In an era when the traditional beer market continues to contract under the weight of shifting consumer preferences, declining alcohol consumption, and fierce competition from ready-to-drink cocktails and cannabis beverages, one company is defying the trend and redefining success: Athletic Brewing Company. Now ranked as the eighth-largest craft brewery and 18th largest overall brewery in the United States— up two spots from the previous year — Athletics' rise is a case study in what happens when smart strategy, cultural timing, and visionary execution converge. At a time when most brewers are fighting for survival, this non-alcoholic (NA) beer pioneer is celebrating the production of its one-millionth barrel, completing its fourth production facility, and capturing more shelf space and consumer attention than ever before. Founded just seven years ago by Bill Shufelt and John Walker, Athletic Brewing emerged from a simple but audacious premise: modern adults deserve high-quality, full-flavored non-alcoholic beer that fits their increasingly mindful lifestyles. Today, that idea has become a national movement, one that grew 27% in 2024 and is forecast to reach $5 billion in the US by 2028, according to IWSR data. The co-founders of Athletic Brewing Company John Walker and Bill Shufelt. Athletic Brewing Company "Our emergence as a leader in the NA category isn't the result of any one factor," says Shufelt. "It's the compounding effect of sustained investments in manufacturing, marketing, innovation, and our team." Those investments include more than $100 million invested in state-of-the-art brewing facilities on both coasts, including the repurposed former Ballast Point brewery in San Diego, which will come online this August. With this expanded capacity of over 1.2 million barrels, Athletic is ready to meet demand far beyond the nearly 400,000 barrels it produced in 2024. With only about 20% brand awareness and peak distribution for its top-performing SKU sitting at just 38%, Athletic sees wide-open terrain ahead. Its team is executing a savvy multi-pronged marketing approach that blends broad-scale campaigns with hyper-local precision. This includes strategic media spending, cultural partnerships, and on-the-ground activations at festivals such as BottleRock and La Onda. 'We shine in person,' says Andrew Katz, CMO for Athletic Brewing Company. 'Getting cans into hands at those peak life moments, whether that's a marathon finish line or a live music set, is where curiosity turns into brand loyalty.' Athletic Brewing Beers at IRONMAN. Athletic Brewing Company Their dual strategy is built around two pillars: "moments of participation" and "moments of enjoyment." The former includes high-performance events like IRONMAN, Spartan Races, and the Leadville 100. The latter spans over 100 Live Nation venues, MLB's Seattle Mariners, the NBA champion runner-up Indiana Pacers, and international soccer matches at Arsenal's Emirates Stadium. They even have inked NIL deals with star college athletes. The approach ensures Athletic is both present and relevant wherever people gather to push their limits or celebrate life. A Category-Expanding Force Unlike many trends in the alcohol space that cannibalize existing categories (hard seltzers drawing from light beer drinkers, for example), Athletic is additive. By appealing to drinkers and non-drinkers alike, it's expanding the beer aisle itself. A consumer who once had alcohol only on weekends can now enjoy a guilt-free, award-winning brew daily. Athletic's role as a "chaser, pacer, and replacer" positions it as a flexible option, not just for abstainers, but for moderating consumers seeking balance without compromise. "This is a positive-sum revolution," says Shufelt. "We're not replacing drinking occasions — we're creating new ones." The Long Game: Innovation and Impact Shufelt and Walker's willingness to take the long road is paying off. Their in-house R&D program produces over 50 new brews annually, a pace that keeps the brand fresh and fuels a continuous feedback loop from fans. With innovations like IPA-inspired hop bombs, rich stouts, and citrusy radlers, the company has made it clear that flavor doesn't need fermentation. But the brand's vision extends beyond beer. Through its 'Two For The Trails" grant program — the largest environmental initiative in craft brewing — Athletic is donating up to $2 million annually to preserve outdoor spaces, with a total of $6.3 million given since 2018. It's not just a feel-good story; it's a values-first foundation that resonates with a new generation of consumers. Positioned to Lead a Growing Segment While the beer industry contracts, the NA segment is expanding, and Athletic is setting the pace. Shufelt believes NA beer will surpass 10% of total beer sales within the next decade. According to Shufelt, some grocery chains are already exceeding that threshold, highlighting the unlimited short-term ceiling for NA beer. Globally, the potential is just beginning to unfold. Athletic is already selling in Canada, the UK, and select European markets, with more international expansion on the horizon. To help fuel its growth, the company announced its latest funding round, a Series D investment of $68 million, in July 2024, bringing its total funding to $251 million across 11 rounds since its founding. Athletic Brewing Company beers on the shelf at retail. Athletic Brewing Company Those funds are helping Athletic Brewing continually expand its retail footprint, meet growing demand with new production facilities, and position the brand in front of consumers. It doesn't seem likely that the brand will surrender its position at the top of the charts by resting on its laurels. The Verdict In many ways, Athletic Brewing is following a similar trajectory as early movers in the hard seltzer wave — but with greater cultural staying power. By staying laser-focused on product quality, authentic partnerships, and long-term brand building, it has established a dominant position in a segment that's still in its infancy. Unlike hard seltzers, which peaked quickly, the non-alcoholic movement is rooted in fundamental shifts: wellness, moderation, and mindfulness. And for Athletic, that's not just a business opportunity — it's a belief system. 'We've intentionally invited both drinkers and non-drinkers alike into the world of modern adult beverages. In many cases, this means recruiting drinkers back to the beer aisle and expanding into new populations. At the same time, we're giving everyone the option to enjoy a great-tasting adult alcohol alternative more often,' says Shufelt. 'By positioning Athletic as a chaser, pacer, and replacer, we're able to appeal not only to those who abstain from alcohol altogether but also to those who are looking to moderate their consumption. We're still in the early innings of what's possible for Athletic and the broader NA category, and we couldn't be more excited." \ Follow here for the most up to date information about the ever changing beer, wine, and spirits industry. MORE FROM FORBES Forbes The World's Best Vodkas—According To The 2025 International Wine And Spirit Competition By Hudson Lindenberger Forbes The Best Wheated Bourbon In America—According To The 2025 International Wine & Spirit Competition By Hudson Lindenberger Forbes Bourbon Powerhouse Heaven Hill Dominates 2025 San Francisco World Spirits Competition By Hudson Lindenberger Forbes The Ultimate Beer Road Trip, Featuring Some Of America's Top Lagers By Hudson Lindenberger
Yahoo
10-04-2025
- Business
- Yahoo
Top state business, government leaders attend MADE leadership event at Rentschler Field
EAST HARTFORD, Conn. (WTNH) — Many of the state's top business and government leaders gathered in East Hartford Wednesday for the first MADE leadership event — a quarterly conference series conceived by the state's economic development agency presented by the Connecticut Business and Industry Association, WICC and News 8. State Democrats pushing to expand Trust Act The inaugural MADE event featured panels with Hartford HealthCare CEO Jeff Flaks, Athletic Brewing Company CEO Bill Shufelt and Dan O'Keefe, the head of the Connecticut Department of Economic and Community Development. News 8's Kathryn Hauser emceed the event, which was held at Rentschler Field. Gov. Ned Lamont moderated a panel discussion with four Connecticut college students about the challenge of attracting young talent to the state. The event's discussions were focused on the issue of attracting and retaining top talent in the state's labor market — with many speakers also addressing the impact of President Trump's now-delayed tariff plan. Watch the video above to see key moments from the MADE event. Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
