Bold positioning in a fast-changing market
This partnership is no mere marketing coup. By teaming up with Supertri, Athletic Brewing Company is continuing to shake things up with its award-winning alcohol-free beers, establishing itself as the obvious choice for a generation of athletes who refuse to choose between pleasure and performance. The brand's alcohol-free beers will be distributed at all Supertri and By Supertri events, reinforcing an already well-established on-the-ground presence in North American sporting circles.
Founded in 2017 in Connecticut, Athletic Brewing Company, is growing by leaps and bounds, and was valued at over $800 million in 2024. The company has over 50,000 points of sale, and is capturing a public in search of more responsible products. This positioning, based on 3 pillars: health, pleasure and community, is all the more relevant in a context where alcohol consumption is declining among young working people and demand for "better-for-you" products is exploding. The non-alcoholic beer brand has been so successful that it now outsells Heineken 0.0 and Bud Zero in the United States.
For its part, Supertri is an international triathlon league that combines top-level sport, spectacle and innovation. It offers a short, explosive and rhythmic race format (like the Enduro), designed to maximize intensity and public involvement. Events take place in iconic locations such as London, Toulouse and Neom, with increasingly technical urban courses. Supertri brings together the world's best triathletes and attracts a young, connected audience in search of immersive sporting experiences.
The alignment between Athletic Brewing Company and Supertri creates a powerful and lasting image effect, while reinforcing the brand's use value. Athletic Brewing is not simply betting on triathlon. It is actively helping to reshape the world of sport and well-being. By joining forces with Supertri, we're affirming that the future of sport can be celebrated without alcohol, but not without flavor.
The brand had already hit the headlines in February, when it became the official sponsor of over 100 concerts and musical events.
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