For decades, the beer industry often equated flavor with fermentation. In recent years, however, nonalcoholic beer has become a growing part of beverage trends, offering people new ways to enjoy familiar flavors without traditional alcohol content. Athletic Brewing Company has been one of the most visible brands contributing to this shift, introducing products that bring craft-style profiles into the NA category.

By focusing on flavor development, modern brewing methods, and thoughtful branding, Athletic Brewing has helped broaden what nonalcoholic beer can look—and taste—like. Here are several ways the company has influenced today’s beverage landscape.

1. Nonalcoholic Beer Is No Longer a Compromise

For many years, nonalcoholic beer carried a reputation for being limited in taste or complexity. Athletic Brewing gained attention by challenging that perception.

Visitors often comment that flavors in products like Run Wild IPA, Upside Dawn Golden, or Atlética reflect the character of craft beer styles. One taster described Athletic’s lineup as familiar and well-crafted, noting how close many samples felt to traditional counterparts.

The company’s founders, Bill Shufelt and John Walker, developed a brewing process designed to highlight hops, malt, and yeast characteristics while keeping alcohol content below 0.5% ABV. The result is a beverage that delivers recognizable craft-beer qualities without fermentation-driven strength.

2. The Science Behind “Near Beer”

Labeling laws require alcoholic beverages to exceed 0.5% ABV, meaning NA beers fall into their own classification. Athletic Brewing navigates these regulations with careful terminology — for example, using “IPA” informally to describe its flavor style.

Walker explains how alcohol influences taste expectations:

“Ethanol has a mouthfeel and a coating and aromas and essences that it carries with it. To some extent, it takes some practice to become familiar with a different profile.”

By removing alcohol, brewers adjust recipes to ensure body, aroma, and balance remain appealing, offering drinkers an experience that is recognizable but distinct.

3. Re-Training the Palate

Taste is closely tied to familiarity. Many people associate certain sensory cues—such as warmth or bitterness—with traditional beer. Athletic Brewing offers flavors that evoke classic styles while remaining within the nonalcoholic category.

Wit’s Peak brings citrus and spice notes reminiscent of Belgian whites. Ripe Pursuit offers a bright radler-inspired profile. Atlética leans into smooth, copper-style characteristics. Upside Dawn continues to draw praise for its crisp balance.

As drinkers explore these options, many find that their preferences expand, appreciating flavor elements beyond alcohol itself.

4. The Wellness-Driven Shift

Interest in nonalcoholic beverages has grown alongside broader lifestyle trends that emphasize variety, personal choice, and flexible social options. Many consumers simply want a craft-style drink that fits different occasions—weekday dinners, active days, social gatherings, or times when they prefer not to consume alcohol.

Athletic Brewing positions itself as a brand for anyone who enjoys beer flavor profiles but chooses a nonalcoholic option for any reason. Founder Bill Shufelt describes this as offering more choice within the modern beverage market.

As he noted:

“We’re bridging the expectation gap. When people realize they can have the same flavor and the same social experience, that’s where real growth happens.”

This approach highlights flavor and experience rather than health or behavioral change

5. A Market Poised to Explode

Nonalcoholic beer is a small but quickly expanding segment of the beverage industry. Shufelt has expressed confidence in the category’s potential:

“The market for nonalcoholic beer might get at least 10 times its current size, if not more.”

With consumers exploring low-ABV cocktails, creative mocktails, and alcohol-free spirits, NA beer naturally fits into this evolving landscape. Athletic Brewing’s early investment in the category helped it gain attention at a moment when interest in variety and innovation was accelerating.

6. Bridging the Expectation Gap

Flavor expectations shape how people experience beverages. Athletic Brewing emphasizes that understanding NA beer may take a brief adjustment period, similar to getting used to sparkling water after drinking soda.

At tasting events, participants often compare Athletic’s products to familiar brands such as Allagash, Leinenkugel’s, or Modelo. Some offerings—like Upside Dawn—are described as unique in their own right.

Walker notes that adapting expectations can open the door to appreciating NA beer on its own terms. This process is part of the brand’s mission: offering familiar flavors in a format that fits more situations.

7. More Beer, Less Alcohol

One of the notable outcomes of NA beer’s rise is that people can enjoy beer-style beverages in situations where they prefer to avoid alcohol. Walker has said:

He’s drinking more beer than ever. He’s just drinking less alcohol.

This reflects a shift in how people integrate beverages into daily life: expanding occasions rather than replacing habits. For many, NA beer becomes another category alongside traditional options.

8. What the Future of Drinking Looks Like

If current trends continue, restaurants, bars, and entertainment venues may increasingly feature NA beers alongside their main menus. Athletic Brewing’s early presence in this space gives the brand a strong position as demand grows.

For consumers, a broader NA beer selection means more opportunities to enjoy craft-style beverages in diverse settings. The expansion is less about choosing one category over another and more about increasing choice.

9. The Broader Cultural Ripple

The rise of NA beer is influencing how people participate in social experiences. Alcohol-free options make gatherings more inclusive, offering choices for people who prefer alternatives at certain times or situations.

As preferences evolve, NA beverages — from mocktails to craft-style beers — are becoming fixtures in modern hospitality. This shift supports a wider range of drinking experiences without requiring a single definition of what enjoying a drink must look like.

10. Why It Matters

Athletic Brewing’s story is rooted in craftsmanship and innovation. By expanding what nonalcoholic beer can be, the company encourages consumers to explore flavor, ritual, and social connection in new ways.

Ultimately, the movement is about adding options—not replacing them. For many drinkers, raising a glass becomes not just about alcohol content but about enjoying a thoughtfully made beverage that suits the moment.