A story on CNBC that caught me eye this morning relates to Athletic Brewing Company, a startup that focuses on non-alcoholic brews. I must be honest, I haven't quite understood this particular craze. When I want something non-alcoholic in a restaurant or at a bar, I order a sparkling water. Luckily, the world is full of people with different tastes and approaches, so it seems there's a huge opportunity to help people grow a beer boep without any of the fun along the way.
Athletic has over 19% market share in non-alcoholic beer in the US market, making it the 10th largest US craft brewery and 20th largest overall US brewing company according to the Brewers Association.
Millennials and Gen Z consumers are actively trying to drink less alcohol according to recent data. Honestly, based on my peer group, I can see a similar trend, although I figured that was related to how wildly painful the next day is once you're on the wrong side of 30.
Fewer hangovers, more beers? Either way, consumers are buying and investors are lining up, with Athletic Brewing Company raising $50 million in equity financing in the latest round. Every year, the world changes just a little bit more.
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