{"id":133695,"date":"2025-02-11T09:11:05","date_gmt":"2025-02-11T14:11:05","guid":{"rendered":"https:\/\/www.cyberlego.com\/web\/2025\/02\/11\/live-nation-partners-with-non-alcoholic-brewer-athletic-brewing-company-3\/"},"modified":"2025-02-11T09:11:05","modified_gmt":"2025-02-11T14:11:05","slug":"live-nation-partners-with-non-alcoholic-brewer-athletic-brewing-company-3","status":"publish","type":"post","link":"https:\/\/www.cyberlego.com\/web\/2025\/02\/11\/live-nation-partners-with-non-alcoholic-brewer-athletic-brewing-company-3\/","title":{"rendered":"Live Nation Partners With Non-Alcoholic Brewer Athletic Brewing\u00a0Company"},"content":{"rendered":"

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\n\tLive Nation has inked a first of its kind sponsorship with Athletic Brewing Company, America\u2019s largest non-alcoholic brewer, for the concert promoter\u2019s large portfolio of venues and marquee festivals including BottleRock in Napa, California and the famed Bonnaroo festival in Manchester, Tenn.<\/p>\n

\n\tUnder the terms of the three-year agreement, Athletic Brewing will serve as the official non-alcoholic beer for the company\u2019s more than 100 venues, including the Wiltern in Los Angeles, the Paramount in Brooklyn and the Gorge Amphitheater, along with a handful of Live Nation festivals<\/p>\n

\n\t\u201cIt\u2019s a new category for beer \u2014 there\u2019s domestic, import, craft and now you\u2019ve got non-alcoholic. Our customers want that option and we know plenty of our fans will be choosing something in the non-alcoholic space, which is why we did this deal,\u201d said Jon Landa<\/strong>, svp of national sales at Live Nation. \u201cWe\u2019re seeing it across our markets, with health conscious people trying to enjoy other options. It doesn\u2019t mean that it\u2019s all they\u2019re drinking, but it gives those fans a choice at a show or a festival, depending on how they want to start or finish their day.\u201d<\/p>\n

\n\tAlcohol sales have slowed in recent years as Generation Z (those born between 1997 and 2012) turns 21 and begins attending concerts \u2014 club owner David Slutes<\/strong> with Congress Club in Tuscon, Arizona, told Billboard in 2023<\/a> that concerts catering to a younger Gen Z audience saw a 25% dip in alcohol sales compared to those targeting older demographics. The decline \u2014 blamed in part on the growing prevalence of cannabis edible products and healthier attitudes about mental and physical well-being \u2014 could have a significant impact on a concert venue\u2019s revenue stream.<\/p>\n

\n\tSince late 2023, Live Nation has worked to diversify the revenue it generates at its bars and restaurants by introducing non-alcoholic options like mocktails. By partnering with the eight-year-old Athletic Brewing Company, Live Nation is teaming up with the country\u2019s fastest-growing non-alcoholic beer maker. Since opening its first brewery in 2018, Athletic has grown to become the 10th largest U.S. craft brewery and 20th largest overall U.S. brewing company, despite only offering nonalcoholic options, according to rankings by the Brewers Association.\u00a0Athletic holds over 19% market share within nonalcoholic beer and is driving 32% of total nonalcoholic beer category growth, according to NielsenIQ data.<\/p>\n

\n\tA recent study by Live Nation found that 70% of live music fans saying they want more beverage options at concerts. As part of the agreement, legal drinking age music fans can purchase one of four of Athletic\u2019s most popular brews \u2014 Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA, and Athletic Lite, with selections varying by venue. While Athletic does offer draft beer options in 30 states, the Live Nation partnership applies only to canned beer drinks.<\/p>\n

\n\t\u201cThere\u2019s a big time intersection between the fan of live music and the fan of Athletic and NA beer,\u201d said Andrew Katz<\/strong>, chief marketing officer at Athletic Brewing Company. \u201cIt\u2019s a shared love of live events, a shared love of well being and a shared love of beer. You put those three things together, and it just made sense for us to work together and try and get something done together.\u201d<\/p>\n<\/div>\n<\/div>\n

Aller \u00e0 la source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Live Nation has inked a first of its kind sponsorship with Athletic Brewing Company, America\u2019s largest non-alcoholic brewer, for the concert promoter\u2019s large portfolio of venues and marquee festivals including BottleRock in Napa, California and the famed Bonnaroo festival in Manchester, Tenn. Under the terms of the three-year agreement, Athletic Brewing will serve as the […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[17],"tags":[],"class_list":["post-133695","post","type-post","status-publish","format-standard","hentry","category-musique","et-doesnt-have-format-content","et_post_format-et-post-format-standard"],"_links":{"self":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/133695","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/comments?post=133695"}],"version-history":[{"count":0,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/posts\/133695\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/media?parent=133695"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/categories?post=133695"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cyberlego.com\/web\/wp-json\/wp\/v2\/tags?post=133695"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}