#athletic beer

[jdpink]

There’s reportedly a popular beer and shot combo in Florida called “The Wild Buffalo”—a shot of bourbon, chased with an Athletic Run Wild IPA. At the Pencil Factory, a bar in Brooklyn, they have an unofficial joke special called “The Hypocrite.”

How did it build a loyal customer base, 80% of which drinks alcohol but still chooses to pay almost $15 for a six-pack for the nonalcoholic stuff?

Before founding Athletic in 2017, Shufelt had been employed at a hedge fund, a gig that comes with a built-in work-hard, play-hard ethos. He was also big into endurance races, and decided to take a break from alcohol to feel and perform better.

“It turns out over 30% of people [in America] don't drink at all, and almost 60 percent of people barely drink. That’s a ton of money left on the table, so the economic opportunity was obvious to me,” Shufelt says. “Everyone always thought the occasion base for nonalcoholic beer was one percent of one percent of the time. It's pretty much totally the opposite—most people are not drinking most of the time.”

Today, Athletic is the number two nonalcoholic beer in the country, but is on track to surpass Heineken 0.0. And while beer sales in general are plummeting, the nonalcohol category is growing. At the time when Athletic launched, nonalcoholic beer made up 0.3% of beer sales; now it’s closer to 2%.

[mmwm]

LINK FEST: 22 AUGUST 2023

Links that may or may not be related to gardens, food, travel, nature, or heterotopias and liminal spaces but probably are. Sources in parentheses. recipes: Corn, again? (Sarah Copeland/ EDIBLE LIVING). The White Risotto with Corn, Carrots and Kale is now on my to-make list. essay: How Athletic Beer Won Over America (Gabriella Paiella/GQ). Well we still don’t know the proprietary process that…

[yourdailyqueer]

Jolyn Beer

Gender: Female

Sexuality: Lesbian

DOB: 26 May 1994

Ethnicity: White - German

Occupation: Prof Sport Shooter

[anatomyofjamesyates]

[utahimeow]

if ur f/o drinks what’s their go-to alcoholic beverage

[lupismaris]

As we slowly approach the season of the greatest beers I am holding athletic brewing close and begging on my knees don't fuck this up for me

[womandust]

Excuse me, but did someone order a side of BELLY with their muscles?!

I sure did hehehe!

(Big John Studd. Red shirt pics are from the movie “Harley Davidson and the Marlboro Man.”)

[floridaboiler]

[chrisy-gains]

I feel sooo heavy rn 🤤

[takenoprizners]

Natural.

[murderousink23]

04/06/2024 is New Beers Eve 🍻, Tartan Day 🌎, National Caramel Popcorn Day 🍿🇺🇸, National Student-Athlete Day 🇺🇸, National Teflon Day 🇺🇸, National Love Our Children Day 🇺🇸, International Day of Sport for Development and Peace 🇺🇳

[ttngummybear]

Fuck yeah

[nwbeerguide]

USC Athletics partners with Stone Brewing Co. for official craft beer.

Press Release

ESCONDIDO, CA ... The University of Southern California (USC) Athletics, announces the debut of its first-ever official craft beer, Stone Fight On! Pale Ale. The beer is brewed by Stone Brewing, the Southern California-based brewery that has been trailblazing the craft beer category with a fierce commitment to quality and freshness for 27 years. The official USC Athletics beer will be available for purchase the week of August 14, 2023.

Stone Fight On! Pale Ale will be distributed throughout Southern California at stores, bars, and restaurants and onsite at the Los Angeles Colosseum and the Galen Center, home of the USC Trojans. Its 16oz cans feature classic USC iconography and colors. Inside, the beer is a quintessential SoCal Pale Ale – a balanced blend of tropical and citrusy hop flavors, light-body and endlessly drinkable at 5.5% ABV. Stone’s brewers developed the beer to offer that hoppiness Southern Californians crave in a style that suits tailgates, beach days, and cheering from the stands or at home.

“USC Athletics has been seeking the perfect beer partner – a regional brand that would be meaningful to our fans and add to the gameday experience, " explained Drew DeHart, Vice President/General Manager, USC Sports Properties and Playfly Sports. “Stone really nailed a Pale Ale that’s representative of the SoCal craft beer scene, and easy drinking too. We’re honored to see our USC colors, marks and Trojan alongside the Stone Gargoyle.”

“Stone beers are popular nationwide and across the globe, but SoCal is where we started and is home to our biggest population of fans,” explained Erin Smith, Stone Brewing SVP of Marketing. “We’re thrilled at the opportunity to create a beer that instills local pride in that cross-section of craft beer drinkers and USC fans and alumni. It’s our hope that this beer is enjoyed year-round for its incredible flavor, and that it truly adds to the gameday experience across all USC sports.”

Find the beer online via Stone’s Beer Finder, Find.StoneBrewing.com or order it online for delivery in California and select states via Shop.StoneBrewing.com.

FIGHT ON!

...

ABOUT STONE BREWING

Founded in 1996, Stone pioneered the West Coast Style IPA, helping to fuel the modern craft beer revolution and inspire generations of hop fanatics. Today Stone operates breweries in Escondido, CA and Richmond, VA plus seven tap room and bistro locations. Stone offers a wide range of craft beers including its most popular Stone IPA, Stone Delicious IPA and Stone Buenaveza Salt & Lime Lager. The company’s long list of environmental efforts includes a LEED Silver Certification, world-class water reclamation and creative uses of spent grain. Stone has been called the “All-time Top Brewery on Planet Earth” by BeerAdvocate magazine twice. To find Stone beers, visit find.stonebrewing.com. For more information on Stone Brewing visit stonebrewing.com, Facebook, Instagram or Twitter. 

ABOUT USC SPORTS PROPERTIES

USC Sports Properties is the locally-based, exclusive multimedia rightsholder for USC Athletics. As a part of the Playfly Sports Properties portfolio of nearly 40 collegiate and high school state association properties, the USC Sports Properties team connects brands to USC’s passionate and deeply-rooted fanbase. Through broadcast, in-arena, experiential, and technology-based marketing and media solutions, Playfly Sports Properties’ fully scalable platform provides marketers unparalleled access to the most highly engaged audiences on a local and national level. Playfly Sports Properties is a division of Playfly Sports.

Connect with the USC Sports Properties team by visiting www.playfly.com/properties.

ABOUT PLAYFLY SPORTS

Playfly Sports is a sports media, marketing and technology business centered around the team, league, brand, and network.  Believing in ‘Fandom as a Service’​ and focusing on a consultative, data driven approach to REACH, ENGAGE, MONETIZE AND MEASURE FANDOM gives the company’s partners and brands a competitive advantage.​ Playfly connects more than 2,000 brand partners with approximately 83% of all U.S. sports fans. Through the proprietary platform the business delivers scalable, data-oriented marketing, technology, and media solutions with capabilities including exclusive MMR management, sponsorship sales and activation, streaming, consulting, ticket/premium sales, all along with new revenue-driving platforms and technologies.  Founded in September of 2020, Playfly Sports is now home to approximately 1,000 team members located across 43 U.S. states dedicated to maximizing the impact of highly passionate local sports fans. Follow Playfly Sports on social media @PlayflySports or visit www.playfly.com.

[jdpink]

The earliest attempts at crafting nonalcoholic beer in the United States date back to the days of the Volstead Act, when, under Prohibition, the legal alcohol content of any beverage was set at 0.5 percent. Facing certain financial ruin, inventive brewers at companies like Pabst and Anheuser-Busch developed a technique for making “near beer” that could meet this legal threshold. Their method involved fully brewing a standard beer—from mash to boiled wort to hops and fermentation—then boiling off the alcohol until the alcohol content was sufficiently reduced. A second option, developed later in the 20th century, involved reverse osmosis, essentially an elaborate filtering method via distillation that arrived at the same result: a beer at less than 0.5 percent alcohol content, “dealcoholized” from a fully realized base product.

And so it went for nearly a hundred years. Somehow, with all the immense sales growth and large-scale investment in craft beer across the late 20th and early 21st centuries, nonalcoholic beer remained staid—a drinking culture castaway relegated to an afterthought produced by only the largest beermakers.

How quickly the world changes. In 2012, a guy named Bill Shufelt was balancing a high-level career as a trader for a global asset management firm while training for an ultramarathon (as one does). He made the choice to go sober—“a life hack,” in the current parlance.

He linked up with an experienced brewer named John Walker, and together they tested and tinkered, brewing batch after batch in an attempt to create nonalcoholic beer from scratch—no boiling or osmosis or dealcoholization required. It took them years to get the recipe right, and its exact steps remain a closely guarded secret. But in 2018, Shufelt and Walker canned the first commercial shipment from their new nonalcoholic beer brand, dubbed Athletic Brewing Company—an aspirational bit of naming that speaks to the brand’s ongoing remit within the world of high-performance athletes.

Rarely in American consumer history are we given such a clear-cut case of a mono-brand industry disruption of measurable scale and influence. In less than five years, Athletic—no doubt aided by the fiduciary acumen and connections of its co-founder—has been able to raise $226 million and counting in venture capital.

Athletic is, according to Inc. magazine, the 26th fastest growing company in America—that’s any company, not just beer—with an eye-popping three-year revenue growth metric in the neighborhood of 13,000 percent.

https://punchdrink.com/articles/nonalcoholic-beer-golden-age/

[pierogiboys]