Athletic Brewing Company is the official non-alcoholic beer partner of Arsenal FC
Courtesy: Athletic Brewing Co.
Athletic Brewing Company has struck a deal with Arsenal, becoming the English football club's first official non-alcoholic beer partner.
Arsenal will feature Athletic Brewing's Run Wild IPA at Emirates Stadium at both men's and women's matches, with Athletic Brewing launching a marketing campaign and series of promotions in return, according to a press release.
Run Wild IPA has less than 0.5% alcohol by volume or ABV.
The deal represents an opportunity for America's largest non-alcoholic brewer to expand into the UK.
Athletic Brewing Company is the official non-alcoholic beer partner of Arsenal FC
Courtesy: Athletic Brewing Co.
“Our international presence is expanding and moderation in alcohol consumption is spreading around the world, especially among the next generation of consumers,” said Bill Shufelt, co-founder and CEO of Athletic, in the release. “This partnership represents an exciting milestone on our journey to revolutionize the way the world drinks.”
Sales of non-alcoholic and low-alcohol beer are on the rise in the UK, increasing by 38% on match days this summer, and there are similar trends in the US with off-premise non-alcoholic beer sales up almost 30% year-to-date, the statement said.
Arsenal are the latest sporting club to embrace alcohol-free beer. Guinness 0.0 is the Premier League's official non-alcoholic beer sponsor and Formula 1 promotes Heineken 0.0.
“New partners like Athletic are vital to support our growth so we can continue to invest in our teams and compete for major trophies,” Arsenal's commercial director Juliet Slot said in the statement.
