Athletic Brewing Company Partners With Alterra Mountain Company Kicking Off The 2021/22 Winter Season

January 4, 2022

Leading Non-Alcoholic Craft Brews Now Available On-Site At 11 Ski Destinations

Stratford, CT & San Diego, CA (January 4, 2022) /OUTDOOR SPORTSWIRE/ – The leading non-alcoholic craft brewer and fastest growing brewery in the country, Athletic Brewing, is excited to announce its three-year partnership with Alterra Mountain Company, kicking off this 2021/22 winter season.

Alterra Mountain Company, the parent company of 15 premier North American mountain destinations and operator of the popular Ikon Pass, holds partnerships with some of the best brands in the ski and outdoor industries that align with their love of the mountains – a passion for Athletic Brewing as well.

“Snowsports and aprés have always gone hand in hand, and we now offer an alternative for those who want to celebrate, but not consume alcohol,” said Athletic Brewing Company Co-founder Bill Shufelt. “Partnering with mountain resorts was the perfect match for snow enthusiasts who want to enjoy the taste of a quality craft beer, without the alcohol. We’re extremely excited to bring this non-alcoholic option to Alterra Mountain Company’s guests.”

The three-year partnership includes year-round activations and events, in-resort branding, onsite product sales, digital and social elements, and hospitality integrations, as well as a fully branded 20-person gondola, the renowned “Funitel,” at Palisades Tahoe in California. Additionally, Athletic Brewing will host five events at each destination per year, which will include two sampling days, two event activations, and the Athletic Brewing Après All Day, complete with music, giveaways, mocktails, and more.

“We are thrilled to partner with Athletic Brewing,” said Ryan Blanchard, Director, Brand Partnerships for Alterra Mountain Company. “We believe our guests will love having Athletic Brewing products as a beverage option when they visit our destinations and we look forward to the exciting activations we have in store this season.”

Beginning December 2021, a selection of Athletic Brewing’s flagship beers [Upside Dawn Golden Ale, Run Wild IPA, and Free Wave Hazy IPA] are available on-site at 11 destinations, including Big Bear Mountain Resort, Mammoth Mountain, June Mountain and Palisades Tahoe in California, Crystal Mountain in Washington, Deer Valley Resort and Solitude in Utah, Snowshoe in West Virginia, Winter Park Resort in Colorado, and Sugarbush and Stratton in Vermont.

For more information on Athletic Brewing, please visit https://athleticbrewing.com.

For more information on Alterra Mountain Company, please visit https://www.alterramtnco.com/ and Ikon Pass at www.ikonpass.com.


Press Contact: Deena Gregory, OutsidePR | deena@outsidepr.com | (619) 820-5005

About Athletic Brewing

Named by Fast Company Magazine as one of the “Brands That Matter” in 2021, and recognized as Craft Brewery of the Year by Brewbound, Athletic Brewing Company is reimagining beer for the modern, active adult. Their great-tasting craft brews provide a refreshing taste of craft beer, without the alcohol or the hangover. With custom breweries on the east and west coasts, their lineup has earned accolades throughout the industry, even against full-strength beers, including the 2021 US Open Beer Awards Gold medal for Run Wild. Additionally, Athletic Brewing’s “Two for the Trails” initiative donates 2% of all sales to trail and park cleanups and maintenance. Plus, as a part of their IMPACT Program, 1% of revenue goes to non-profit organizations that support positive impact and opportunity from the ground up in their communities. Athletic Brewing’s full portfolio of flagships, seasonal, and specialty beers is available for purchase on its website, www.athleticbrewing.com, as well as the company’s subscription offering – The Athletic Club. 

About Alterra Mountain Company

Alterra Mountain Company is a family of 15 iconic year-round destinations, including the world’s largest heli-ski operation, offering the Ikon Pass, the new standard in season passes. The company owns and operates a range of recreation, hospitality, real estate development, food and beverage, retail and service businesses. Headquartered in Denver, Colorado, with destinations across the continent, Alterra Mountain Company is rooted in the spirit of the mountains and united by a passion for outdoor adventure. Alterra Mountain Company’s family of diverse playgrounds spans six U.S. states and three Canadian provinces: Steamboat and Winter Park in Colorado; Palisades Tahoe, Mammoth Mountain, June Mountain and Big Bear Mountain Resort in California; Stratton and Sugarbush Resort in Vermont; Snowshoe in West Virginia; Tremblant in Quebec, Blue Mountain in Ontario; Crystal Mountain in Washington; Deer Valley Resort and Solitude Mountain Resort in Utah; and CMH Heli-Skiing & Summer Adventures in British Columbia. Also included in the portfolio is Alpine Aerotech, a worldwide helicopter support and maintenance service center in British Columbia, Canada. Alterra Mountain Company honors each destination’s unique character and authenticity and celebrates the legendary adventures and enduring memories they bring to everyone. For more information, please visit www.alterramtnco.com.