Athletic Brewing Company

Athletic Brewing’s partnership with NFL quarterback Drake Maye could be a case study in why authentic celebrity collaborations reap the greatest rewards.

The full Labor Day weekend is officially on the books in NIQ off-premise scans. Total bev-alc dollar sales in the four-week period (L4W) ending September 12 totaled $8.5 billion, while volume totaled 167.5 million cases.

Check out news items initially reported in the Brewbound Insider Newsletter September 21-23, including headlines from Diageo, Boston Beer, Athletic and others.

Athletic Brewing Company is adding two QB1s to its roster as “athlete-owners” as the NFL season kicks off tonight. New England Patriots quarterback Drake Maye and Dallas Cowboys quarterback Dak Prescott struck multi-year partnerships with the dedicated non-alcoholic beer maker and stakes in the business.

Bev-alc’s trajectory remained “stagnant” leading up to the final week of August, according to the latest weekly scans report from market research firm NIQ.

Dedicated non-alcoholic (NA) beer maker Athletic Brewing is tapping wine and spirits marketer Dan Kleinman as its next CMO. Kleinman will take over the role, effective September 8.

Allagash Brewing has appointed Matt Place to lead its sales team as national sales director.

A year after extending its partnership with England’s Arsenal Football Club, the dedicated non-alcoholic (NA) beer maker has inked a multi-year agreement to become a “Proud Non-Alcoholic Beer Partner” of MetLife Stadium and the NFL’s New York Giants and New York Jets.

In the latest installment of 3 Up, 3 Down, 3 Tier Beverages consultant Danelle Kosmal and analyst Devon Hevener share insights on industry growth and accompanying downward trends, including apple-flavored beer’s ascent.

Athletic Brewing co-founder and CEO Bill Shufelt is “the most excited” he’s felt since founding the dedicated non-alcoholic beer brand. On the latest edition of the Brewbound Podcast, Shufelt shared what’s driving his hyped feeling, with a foundation he and co-founder John Walker laid about a decade ago.

BevNET Live NYC 2026 kicked off with several sit-down interviews with entrepreneurs, including several in the low ABV and non-alcoholic beverage categories who discussed the rapidly changing consumer landscape.

Seven of the 10 largest Brewers Association-defined craft breweries recorded production volume declines in 2025, according to data shared by the trade group in the May/June Issue of The New Brewer magazine.

Athletic Brewing Company CMO Andrew Katz has left the dedicated non-alcoholic (NA) beer maker after nearly five years.

As hard sports-drink-inspired RTDs appear set to dominate innovation in 2026, Bump Williams Consulting examined the segment’s early movers’ 2025 performance. Plus, Real American Beer refreshes packaging; Brewers Association CEO Bart Watson shares what’s working; Athletic enters Puppy Bowl; and much more.