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18th June 2021



Hey there, we’re Athletic Brewing Co.

We’re on a mission to create delicious and refreshing alcohol-free beers, designed to give the modern health-conscious consumer a great tasting option when choosing not to drink. This spring, we’re shaking up the alcohol-free craft beer category with two new cans for the UK – Run Wild IPA and Upside Dawn Golden Ale.

Run Wild is the ultimate session-able IPA. Carefully brewed with organic Vienna malt and a blend of five Northwest hops, this delicious craft-beer carries an approachable bitterness and classic piney, citrusy aroma with a subtle, yet complex malt profile – resulting on the ultimate fresh flavour of any full-strength craft beer.

Upside Dawn is a light-bodied golden ale crafted to remove gluten. This refreshing, clean and balanced ale is brewed with organic Vienna malt paired with a combination of English and American hops that add earthy, spicy and citrusy character – ideal for any gluten-free drinkers looking for an alcohol-free beer that doesn’t compromise on flavour.

Want to know a bit more about our story? We’re Bill and John, two guys with a great passion for an active lifestyle and craft-beer. The idea for Athletic Brewing Co came about through our shared desire to offer the modern beer drinker an option that could naturally become part of their life without it affecting their active lifestyle with the negative effects of alcohol.

Co-founder, Bill Shufelt, says: “For us, enjoying a healthy lifestyle has always been an important part of our lives. I used to attend a variety of sporting events, weddings, and other social occasions that were filled with flavourless alcohol-free options. It was clear that there was a gap in the market

when it came to an alcohol-free craft beer. So, I teamed up with John to create an alcohol-free craft-beer that people could feel good about, with none of the consequences of full-strength alcohol but all the refreshing flavours.”

At Athletic Brewing Co. we’ve been expertly crafting excellent quality alcohol-free beer, which is fit for every lifestyle, using traditional brewing methods for the past four years. Our great tasting brews are made with only the best ingredients including organic Vienna malt, and a variety of hops to ensure an amazing craft beer experience with none of the consequences, perfect for when you choose to prioritise your active pursuits.

We’re thrilled to be launching two of our delicious flavours in the UK for this spring, Run Wild IPA, and Upside Dawn Golden Ale, both with less than 0.5% ABV. Unlike many alcohol-free drinks, which contain high levels of sugar and artificial ingredients, the Athletic Brewing Co. beers contain 50-70 calories, are vegan and non-GMO.

Athletic Brewing Co craft-beers are available from Athletic Brewing Co. at RRP £10.99 for 6 x 355ml cans plus online from Dry Drinker and Wise Bartender.

As firm believers that being healthy and active will lead to a better quality of life, we’re proud to be the official partners of the IronMan and Spartan global events, and the South West Coast Path here in the UK, to which 2% of our sales are donated to, as part of our Two For The Trails programme.

We’re super excited for you to try our new drinks and we’d love to hear from you @athleticbrewing #BrewWithoutCompromise


instagram: @athleticbrewing

facebook: @AthleticBrewing

twitter: @AthleticBrewing


Press release from Athletic Brewing Co.