Live Nation teams with Athletic Brewing

Athletic Brewing, America’s largest dedicated non-alcoholic brewer, is bringing its award-winning brews to the heart of the live music scene with an exciting new multi-year partnership. Athletic is now the official non-alcoholic beer partner for more than 100 Live Nation concert venues across the U.S., including renowned locations such as Brooklyn Paramount, Shoreline Amphitheatre and The Gorge Amphitheatre. 

Responding to growing consumer demand for non-alcoholic beverage options, with 70% of live music fans saying they want more beverage options at concerts, the partnership also extends to four major music festivals: Bonnaroo Music & Arts Festival, BottleRock Napa Valley, Festival La Onda and Two Step Inn. 

This partnership marks a pivotal step in Athletic’s mission to make moderation more accessible by not only reimagining how non-alcoholic beer is made but also by leveling up the live music experience. By offering fans more NA choices, Athletic is broadening how audiences enjoy unforgettable moments at concerts and festivals. Legal drinking age music fans can now enjoy Athletic’s most popular brews like Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA and Athletic Lite, with selections varying by venue.

“We’re thrilled to partner with Live Nation venues and bring Athletic’s great-tasting brews to center stage at some of the most iconic venues and festivals across the country,” said Athletic Chief Marketing Officer Andrew Katz. “This partnership strikes a chord with concertgoers seeking non-alcoholic options that harmonize with their lifestyle. Now fans can enjoy the magic of live music and keep the beat without a buzz.”

Beyond event concessions, fans of legal drinking age can look forward to unique Athletic tasting experiences at venues and festivals. These experiences will include opportunities to sample the company’s award-winning brews, participate in giveaways, snag limited-edition merch and more. The partnership also brings Athletic backstage, where artists and their teams can savor brews in green rooms, expanding the hospitality experience. 

“We’re constantly finding new ways to give fans the best experience at our shows, and we’re excited to expand our offerings to match their evolving tastes,” said Live Nation’s President of National and Festival Sales Maureen Ford. “With Athletic now at more than 100 venues and festivals, fans will have even more choices during their most memorable moments.”

Demand for non-alcoholic beer is surging, with sales growing by double-digits in each of the last five years. Athletic is the number one brand in the NA beer category, with over 19% market share and over 50% growth in 2024.

The partnership will enable Athletic to reach millions of new consumers and get cans directly into the hands of thirsty live music goers. This latest venture into live music builds on the company’s mission to revolutionize how modern adults drink by providing inclusive options for all lifestyles and occasions.