Athletic Brewing's Next Expansion Is to Live Nation Venues

If you’re looking to accompany live music wth the taste of beer without the effects of alcohol, you’re about to have a few more options on hand. Non-alcoholic brewery Athletic Brewing Company and Live Nation recently announced a partnership that will see Athletic’s offerings expand to over 100 of Live Nation’s venues, along with a host of music festivals, making Athletic Live Nation’s official non-alcoholic beer.

The announcement cites the likes of the Shore Amphitheater as among the concert venues where Athletic’s beverages will be on sale. The deal also includes a quartet of music festivals — Bonnaroo Music & Arts Festival, BottleRock Napa Valley, Festival La Onda, and Two Step Inn. (Given the importance of staying hydrated during a long day of music, having some non-alcoholic options on hand seems like a solid addition to the menu there.) Athletic Brewing also touted the etablishment of some tasting events at assorted Live Nation venues.

“This partnership strikes a chord with concertgoers seeking non-alcoholic options that harmonize with their lifestyle,” said Athletic’s chief marketing officer Andrew Katz in a statement. “Now fans can enjoy the magic of live music and keep the beat without a buzz.”

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This partnership is part of Athletic’s overall growth and expansion, one that’s seen the company become a more frequent presence at bars around the country and even led to a soccer kit sponsorship. When InsideHook spoke with Athletic Brewing co-founder John Walker earlier this year, the brewery was valued at $800 million and had plans to open a new production space in San Diego.

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Tobias Carroll

Tobias Carroll lives and writes in New York City, and has been covering a wide variety of subjects — including (but not limited to) books, soccer and drinks — for many years. His writing has been published by the likes of the Los Angeles Times, Pitchfork, Literary Hub, Vulture, Punch, the New York Times and Men’s Journal. At InsideHook, he has…