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12th December 2023

Athletic Brewing Company Encourages Brits to Support Their Local Pub This January

America’s largest alcohol-free brewery launches its brews on draught for a limited time

MILFORD, Conn. and SAN DIEGO (DECEMBER 11, 2023) Athletic Brewing Company, America’s largest alcohol-free brewery, is kicking off its “Give Dry a Try” campaign this January by launching its popular Run Wild IPA on draught at select pubs throughout the UK for a limited time.

The alcohol-free brewery, which owns and operates what is believed to be the largest dedicated alcohol-free brewery in the world, is encouraging drinkers to “Give Dry a Try” while also supporting local publicans.

Nearly 9 million Britons took part in an alcohol-free January in 2023¹, and Athletic Brewing wants those who are choosing to moderate consumption in 2024 to catch up with friends over an Athletic brew at their favourite local pubs.

“This January, it doesn’t have to be all or nothing,” said Athletic Brewing co-founder and CEO Bill Shufelt. “Whether you’re planning to Give Dry a Try for the entire month, or even just for a few days, we want drinkers to continue supporting their local pubs. That’s why we’ve launched our alcohol-free brews on draught for a limited time, so you can still enjoy the experience of drinking a pint without having to compromise on taste or quality.”

For many, January has become a month of moderation and a chance to reevaluate their lifestyle choices.

Athletic, which recently secured listings with two of the largest UK pub operators and has steadily expanded the availability of its canned offerings with key UK retail partners over the last year, is determined to show UK beer drinkers that they can still visit the pub whilst taking a break from their favourite tipple.

“Your focus in January doesn’t have to be about giving something up,” added Shufelt. “In fact, it’s the perfect opportunity to recognise that getting together for a drink is about socialisation and not alcohol. You can still reexamine your priorities without sacrificing taste or experience thanks to our award-winning brews.”

In addition to enjoying Run Wild on draught this January, UK customers will be able to purchase Athletic brews — including Run Wild IPA, Upside Dawn Golden, and Athletic AF Lager —  in cans at supermarkets and local bottle shops, as well as on Athletic brews are exclusively distributed by James Clay and Sons, the UK’s leading craft beer distributor.

A pioneer in the alcohol-free craft beer category, Athletic Brewing was founded by Shufelt and John Walker in 2017. The company has distinguished itself from competitors by developing a unique brewing process that allows it to fully ferment its brews to be less than 0.5% ABV.

Run Wild IPA is the ultimate sessionable brew at less than 0.5% ABV. It contains 65 calories and is carefully crafted with specialty malt and a blend of five Northwest hops. The result is an alcohol-free IPA with an approachable bitterness and classic piney, citrusy aromas with a subtle, yet complex malt profile.

Upside Dawn Golden is a refreshing, balanced, and gluten-free brew containing 45 calories and less than 0.5% ABV. It is made with premium Vienna malt and a combination of English and American hops which add subtle floral and earthy notes.

Athletic Alcohol-Free Lager is a crisp and refreshing brew, completely reimagined. It’s classically simple but expertly crafted with only 25 calories.

Where to find Athletic brews:


Notes to the Editor:

¹Alcohol Change UK: Almost nine million people planning to give up alcohol this January

For press inquiries, please contact:

Amelie Tassin | | 07378851112

Chris Furnari |

About Athletic Brewing Company

Athletic Brewing was founded in 2017 by Bill Shufelt and John Walker. It is America’s leading producer of alcohol-free craft beer and launched in the UK in 2021. Athletic has won dozens of prestigious brewing awards. In 2023, Athletic was ranked as the 4th fastest-growing company in the Americas by Financial Times. Athletic was also ranked as the fastest-growing U.S. beverage manufacturer by Inc. Magazine in 2022, and named one of TIME’s “100 Most Influential Companies.” Athletic operates two custom breweries in the U.S., and its ‘Two For The Trails’ initiative donates up to $2 million annually to protecting and restoring outdoor spaces across the globe. Athletic Brewing is proudly a Certified B Corporation™. Its full-flavoured alcohol-free craft brews are made in the USA and are available for purchase on Follow Athletic Brewing on Instagram: @athleticbrewingeu

Logos and assets can be found via this link

For press inquiries, please contact:

Amelie Tassin | | 07378851112

Chris Furnari |

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