While Athletic Brewing Company continues to record exponential growth for its non-alcoholic (NA) offerings in the U.S., it’s not limiting itself to its home country. The Milford, Connecticut-based craft brewery announced expansion moves today for its business in both the U.K. and Canada.
Athletic has named James Clay and Sons as its “exclusive importer and distributor” in the U.K. Athletic is the third U.S. brewery, and only NA-dedicated American brewery, in James Clay and Sons’ portfolio, according to a press release.
The news comes two years after Athletic launched in the U.K., and nearly one year after its two flagship offerings – Run Wild IPA and Upside Dawn golden ale – became available at more than 300 Tesco locations.
Over the last two years, the demand for low- or no-alcohol products has increased +40% at Tesco locations. In 2022, half of the U.K.’s legal-drinking-age population purchased said products, according to the release, citing IWSR.
“The demand for great-tasting alcohol-free beer continues to grow, and the incredible team at James Clay and Sons will provide Athletic with greater access to a diverse range of customers – including on-and-off trade retailers,” James Griffin, Athletic’s U.K. and E.U. sales director, said in the release “They have a fantastic reputation and the infrastructure to support our future growth throughout the U.K.”
“The quality of Athletic brews stands out and the people are a real pleasure to work with,” James Clay and Sons head of business development Chris Mair added. “The alcohol-free beer category has been growing nicely in the U.K. with some excellent independent producers in the craft sector. We’re confident the addition of Athletic will give the whole category a significant boost and it’s a brand we’re very proud to get behind.”
Additionally, Athletic has partnered with Greene King, the U.K.’s “leading pub retailer,” with more than 2,700 pubs, restaurants and hotels across England, Wales and Scotland, according to the release.
Athletic also announced today that it has received authorizations from four of Canada’s leading provincial liquor boards: the Liquor Control Board of Ontario (LCBO), the British Columbia Liquor Distribution Branch (BCLDB), Manitoba Liquor and Lotteries (MBLL) and Société des alcools du Québec (SAQ).
The LCBO has more than 680 retail stores across Ontario, making it “one of the largest retailers and wholesalers of beverage alcohol in the world,” according to a second press release. The BCLDB operates 198 retail stores, serving more than 36 million consumers annually across British Columbia.
Through MBLL and SAQ, Athletic will have access to retail locations across Manitoba and Quebec. MBLL operates 63 Liquor Mart and Liquor Mart Express locations, while SAQ operates more than 800 SAQ stores and agency stores, according to the release.
Six-packs of Athletic’s Run Wild IPA will be available at select LCBO and BCLDB locations, while single-flavor 6-packs of both Run Wild and Upside Dawn will be available at select MBLL and SAQ locations.
Over the last six months, Athletic has tripled its retail footprint in Canada, adding distribution at Sobeys, Safeway, Loblaws and Real Canadian Superstore, according to the release. More than 1,200 retailers now carry Athletic offerings in the country, with shipments up +350% year-to-date.
“Drinkers are increasingly seeking out non-alcoholic beer alternatives after new guidance stating that no amount of alcohol is safe was issued by the Canadian Centre on Substance Use and Addiction earlier this year,” Athletic co-founder and CEO Bill Shufelt said in the release. “We’re incredibly excited that our brews will be available in more places where consumers are looking for great-tasting non-alcoholic beer.
“These new partnerships will greatly expand the access that Canadians have to our
award-winning brews as we continue to build our business in the north of the border,” he continued.
Athletic was the 13th largest Brewers Association-defined craft brewery in 2022, after increasing its annual production +63% year-over-year (YoY). In the last 52 weeks (ending August 12), the company increased dollar sales +87% YoY and volume +81.4% in NIQ-tracked off-premise channels, according to data shared by 3 Tier Beverages.
In the same period, Run Wild IPA has increased dollar sales +70.2% YoY and volume +65.7%. Upside Dawn increased dollar sales +68.3% and volume +63.1%. The company’s portfolio of brands account for more than 50% share of the total NA craft beer segment, according to the release, citing NIQ.