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Athletic Brewing Company, a leader in non-alcoholic craft beer, wraps several trends into one March Madness-themed campaign that launches its first-ever “light” product and draws in standout college players and an ESPN broadcaster as brand evangelists.
The four-year-old startup—which showed 500% year-over-year growth in 2020 alone, per IRI—is aiming its new Athletic Lite at active demographics, teetotalers and zebra stripers, also known as people who alternate alcohol with booze alternatives.
In doing so, the brand adds another level to its health and wellness positioning—while tapping further into consumer demand for alcohol substitutes—with a product that has “25 calories, 5 carbs and zero hangover,” according to its marketing materials.
As a comparison, a number of alcohol-fortified beers feature around 90 to 100 calories, with Beck’s Premiere Light reporting 64 calories at the low end and Heineken Light containing 99 calories.
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