Athletic Brewing Company launches alcohol-free beer in Tesco stores

Athletic Brewing Company, America’s leading alcohol-free craft beer brand, is expanding into 300 Tesco UK outlets.

Known for its award-winning alcohol-free craft brews, Athletic Brewing’s popular Run Wild IPA (RRP £6 for 4x355ml) and Upside Dawn Golden Ale (RRP £6 for 4x355ml) will now be available for purchase in one of the UK’s largest supermarket retailers.

At less than 0.5% ABV, Run Wild IPA is Fit For All Times. Athletic Brewing Company said it is the “ultimate” session brew, carefully crafted with organic Vienna malt and a blend of five Northwest hops. The result is an alcohol-free IPA with an “approachable bitterness and classic piney, citrusy aroma with a subtle, yet complex malt profile”.

Upside Dawn Golden Ale is also less than 0.5% ABV and made with organic Vienna malt. This light-bodied brew is refreshing, balanced and gluten-free. A combination of English and American hops add earthy, spicy and citrusy notes.

Run Wild contains 65 calories and Upside Dawn contains 45 calories. They are perfect for craft beer drinkers looking to moderate alcohol consumption without compromising on taste. The brews are also vegan and non-GMO.

Since launching in 2017, Athletic Brewing has quickly become the largest alcohol-free craft beer brand in the US. The brand said it has also recently become the best-selling beer (alcohol and alcohol-free) at US Whole Foods Market locations.

Athletic Brewing founders Bill Shufelt and John Walker brewed more than 100 test batches on a small home brewing system in order to perfect their proprietary process. In the four years since the company launched, Athletic has grown from one of the smallest breweries in America to a top-20 craft producer.

The company makes over 50 different alcohol-free beers each year in a range of styles, including lagers, stouts, porters and IPAs, among others.

Athletic Brewing debuted in the UK market in 2021 and was previously available online via its website and Ocado, as well as all UK Whole Foods Market stores. The brand’s range of alcohol-free craft beers can be enjoyed at any time.

Shufelt, who serves as CEO and developed the idea for Athletic Brewing after giving up alcohol in 2013, said he is “super excited” to launch in Tesco, the first major retail partner in the UK.

Shufelt added: “We have been working closely with our UK marketing and distribution partner, Bright Drinks, for the past few months and we are very thrilled to have landed this listing.”

By 2023, Athletic Brewing intends to rapidly expand the availability of its alcohol-free craft beer in the UK and provide consumers with great-tasting alcohol-free options that are Fit For All Times.”

James Griffin, Bright Drinks’ head of sales said “Athletic Brewing Company is a leader in the alcohol-free craft beer space in the U.S., and we’re delighted to bring such a fantastic brand into the UK. People’s lifestyles are evolving and the demand for better tasting, alcohol-free beer continues to soar across the country.”

The launch in Tesco coincides with the brand’s ‘Fit For Autumn’ challenge and trail map in collaboration with endurance athlete Sean Conway. The campaign aims to inspire the British public to get outside, feel good and enjoy the wonderful sights and sounds of nature.

Athletic Brewing is a Certified B Corporation and a dedicated supporter of organisations committed to the preservation of natural spaces. Through its Two For The Trails program, Athletic donates 2% of all sales to protecting and restoring outdoor spaces across the globe. This includes the South West Coast Path Association in the UK. It is also an avid supporter of Surfers Against Sewage, an organisation fighting against ocean pollution.

Athletic Brewing is also the official alcohol-free beer provider of the Ironman Global Series and Spartan events – supporting competitors in their pursuit of fitness goals and providing an all-natural option fit for post-race celebrations without the side effects of alcohol.

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