Non-alcoholic craft brewer, Athletic Brewing, has renewed its partnership with Spartan, maintaining its designation as the ‘Official Nonalcoholic Beverage’ of the leading endurance sports event brand. The multi-year renewal agreement also sees the partnership expand beyond the US, into Spartan race markets in Canada and the UK, where Athletic is now also being sold.
“Spartan and Athletic Brewing share a passion for health, wellness, and innovation, and we’re excited to renew and expand our partnership beyond the US,” said Ian Lawson, Spartan’s Vice President of Global Partnerships.
“For two years, our community in the US has embraced Athletic Brewing’s signature craft brews as part of their clean, healthy lifestyles. It’s become a favourite for race training and post-race celebrations, and we know Spartan athletes in the UK and Canada will enjoy its natural ingredients and exceptional taste, free of the side effects of alcoholic beverages as they get back to racing this year.”
Athletic’s brews are made from traditional all-natural brewing ingredients, and are high in potassium, calcium, magnesium, with naturally occurring electrolytes.
‘At only 50-70 calories, these beers won’t derail racers’ training or recovery. Athletic beers fill a large void for people who live active lives who have been thirsty for high quality and flavourful brews that just happen to be non-alcoholic, but don’t compromise their health and wellness goals.’
“When we started Athletic, we were told that there was no demand and would be no interest from drinkers for a beer like Athletic,” said Athletic Brewing Co-founder Bill Shufelt.
“Since then, demand has skyrocketed, the craft non-alcoholic beer category grew over 300% last year alone. Our renewed partnership with Spartan validates our belief that we can expand the traditional beer-drinking occasions and reach consumers who are seeking to live healthy, balanced lifestyles without compromising on training hard, performing well and socializing with friends.”
www.spartan.com
www.athleticbrewing.com
