Athletic Brewing Launches New “Fit For All Times” Campaign
September 1, 2022
Celebrity Investors and Pro Athletes Star in New Ads Redefining Adult Beverage Occasions
Stratford, CT and San Diego, CA (September 1, 2022)/OUTDOOR SPORTSWIRE/ – the fastest-growing beverage company in America according to Inc. Magazine, today announced the launch of “Fit For All Times,” an exciting new brand campaign designed to redefine the times that call for a beer.
Featuring pro football star J.J. Watt and chef and entrepreneur David Chang, both of whom were early investors in the brewery, “Fit For All Times” amplifies Athletic Brewing’s position as the leading producer of non-alcoholic craft beer and showcases how its offerings complement everyday moments.
“This campaign features world-class professionals enjoying our award-winning NA beer while still performing at their best,” said Athletic Brewing chief marketing officer Andrew Katz. “We all know that time is our most precious resource, and how we spend that time is important. That’s why we developed a great-tasting product that won’t ever hold you back.”
Developed in partnership with Boston-based creative agency FairFolk, the “Fit For All Times” campaign also spotlights Athletic-sponsored athletes Carlin Isles, Alex Johnson, Malia Manuel, Falyn Fonoimoana and Emily Day. The Ads will run across numerous channels including national cable TV, YouTube, paid digital, and organic social media.
The launch of the new campaign comes after a year where Athletic Brewing grew its volume by 177%, to 104,000 barrels. Led by flagships Run Wild and Upside Dawn, Athletic has increased off-premise retail sales by more than 100% in 2022 and is now the third largest non-alcoholic beer brand in the country.
Nevertheless, consumer awareness of non-alcoholic beer and the Athletic brand remains low. According to research from Kantar, more than half of consumers have never consumed a non-alcoholic beer.
“Although we’ve experienced incredible growth over the last four years, our products are still only available in roughly 10% of retail stores,” said Athletic Brewing founder and CEO Bill Shufelt. “However, that’s changing rapidly as more retailers reevaluate their shelves in order to appeal to mindful consumers.”
The entire Fit For All Times campaign is expected to generate 200 million impressions as Athletic looks to improve its position as the 21st largest craft brand, including full-strength offerings, in the U.S.
“Our NA beers are made for everyone and can be enjoyed on any occasion,” added Shufelt. “Whether you just ran a marathon or mowed the lawn, our brews are fit for all times.”
Athletic was recently named the 26th fastest-growing private company in America by Inc. Magazine after growing revenue by 13,071% between 2018 and 2021. The company is in the process of filling out its national distribution footprint, and its non-alcoholic beers will be available in all 50 states before the end of 2022.
Founded by Shufelt and John Walker in 2017, Athletic Brewing boasts large-scale production breweries on both coasts. Its newest brewery in Milford, Connecticut spans 150,000 sq. ft. and will eventually be capable of producing upwards of 450,000 barrels annually.
Earlier this year, Athletic was named to TIME’s “100 Most Influential Companies of 2022” and Ad Age’s “Top 20 Hottest Brands of 2022” lists. In addition to winning over five dozen international brewing awards for taste and quality since 2018, Athletic recently achieved Certified B Corporation status and was ranked as the 27th largest craft brewery in the U.S., out of more than 9,000, by the Brewers Association.
For more information on Athletic Brewing, please visit
Press Contact: Morgan Williams | | 724-388-7167
About Athletic Brewing Company
Athletic Brewing, founded in 2017 by Bill Shufelt and John Walker, is America’s leading producer of non-alcoholic craft beer. In 2022, Athletic was ranked as the 26th fast-growing private company in America by Inc. Magazine and named to TIME’s “100 Most Influential Companies” list. Athletic was also selected as one of Ad Age’s Top 20 Hottest Brands of 2022 and featured on Fast Company’s “Brands That Matter” list in 2021. The company has won over five dozen international brewing awards, including Gold & Silver for its Run Wild and Free Wave IPAs in the 2022 US Open of Beer Championships. Athletic has custom breweries on the east and west coasts, and its “Two for the Trails” initiative donates 2% of all sales to trail and park cleanups and maintenance. Plus, as a part of its IMPACT Program, 1% of revenue goes to non-profit organizations that support positive impact and opportunity from the ground up. As of 2022, Athletic Brewing is proudly a Certified B Corporation™. Its full-flavored non-alcoholic brews and hop-infused sparkling waters are available for purchase on www.athleticbrewing.com.