In industry news: Athletic Brewing, the non alcoholic brewers have renewed their partnership with Spartan®, maintaining its designation as the “Official Nonalcoholic Beverage” of the world’s leading endurance sports and wellness brand.
The multi-year sponsorship 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 favorite 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.”
Its beers are made from traditional all-natural brewing ingredients, and are high in potassium, calcium, magnesium, with naturally occurring electrolytes. At 50-70 calories, these beers won’t compromise training or recovery.
Athletic beers fill a void for people who have been looking for a high quality beer replacement that is nonalcoholic. “When we started Athletic, we were told that there was no demand and would be no interest from drinkers for a beer like Athletic. Since then, demand has skyrocketed, the craft nonalcoholic beer category grew over 300% last year alone,” said Athletic Brewing Co-founder Bill Shufelt. “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.”
See the Spartan race lineup here.
Coming to a store near you, or online in the UK here.