Live Nation And Athletic Brewing Company Partner To Bring Non-Alcoholic Brews to 100+ Music Venues

As more people explore a “sober curious” lifestyle, Live Nation is forging a new multi-year partnership with Athletic Brewing Company to offer non-alcoholic brews at more than 100 music venues and festivals.

America’s largest dedicated non-alcoholic brewer is now the official non-alcoholic beer partner for venues across the U.S., including renowned locations such as Brooklyn Paramount, Shoreline Amphitheatre and The Gorge Amphitheatre. The partnership also extends to four major music festivals Bonnaroo Music & Arts Festival, BottleRock Napa Valley, Festival La Onda and Two Step Inn. 

The move is a response to growing consumer demand for non-alcoholic beverage options. According to a Live Nation 0% Proof Custom Study, Soundboard, in Spring 2024, 70 percent of live music fans say they want more beverage options at concerts.

Moderation is on the rise with a growing number of consumers focused on mindful drinking. Leading the trend is Gen Z (1997-2012), which is poised to be the most sober generation yet. According to recent Gallup data, Gen Z consumes about a third less beer and wine than previous generations and is shifting to alcohol-free beverages at a significantly higher rate.  

While reasons for abstaining or reducing alcohol consumption vary, 30 percent of non-drinkers feel judged for not drinking alcohol, according to marketing data released by NCSolutions. Consumers are turning their attention to non-alcoholic choices with 58 percent saying they plan to try a non-alcoholic drink in 2025.

Providing non-alcoholic choices at events is addressing a growing need. According to IWSR market data, the no/low alcohol drink industry is expected to grow by 25 percent between 2022 and 2026.

Demand for non-alcoholic beer is surging, with sales growing by double-digits in each of the last five years. Athletic is the number one brand in the NA beer category, with more than 19 percent market share and over 50 percent growth in 2024. The partnership with Live Nation is an important step in Athletic’s mission to make moderation more accessible and by offering fans more NA choices, Athletic is broadening how audiences enjoy live music.  

Legal drinking age music fans can now enjoy Athletic’s most popular brews like Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA and Athletic Lite, with selections varying by venue. Due to varying state laws regulating the sale of non-alcoholic beer, Athletic only markets and sells its brews to legal drinking age consumers. While their brews are always less than 0.5 percent ABV, they are not intended for anyone under the age of 21.

“We’re thrilled to partner with Live Nation venues and bring Athletic’s great-tasting brews to center stage at some of the most iconic venues and festivals across the country,” said Andrew Katz, Chief Marketing Officer of Athletic in a release. “This partnership strikes a chord with concertgoers seeking non-alcoholic options that harmonize with their lifestyle. Now fans can enjoy the magic of live music and keep the beat without a buzz.”

Beyond event concessions, fans of legal drinking age can look forward to unique Athletic tasting experiences at venues and festivals. The partnership also brings Athletic backstage for artists and their teams.

“We’re constantly finding new ways to give fans the best experience at our shows, and we’re excited to expand our offerings to match their evolving tastes,” added Maureen Ford, Live Nation’s President of National and Festival Sales. “With Athletic now at more than 100 venues and festivals, fans will have even more choices during their most memorable moments.”