Non-alcoholic beer brand Athletic Brewing Company has seen a significant surge in value thanks to sober-curious Gen Z. According to NielsenIQ data, Athletic Brewing Company has surpassed brands like Heineken and Budweiser as the top non-alcoholic beer brand by sales in U.S. grocery stores. The company’s valuation has nearly doubled to around $800M in just two years, following a $50M investment led by growth equity firm General Atlantic. And Athletic’s success can be attributed to Gen Z’s increasing interest in leading a sober lifestyle and exploring non-alcoholic drinks. While “Dry January” used to be the peak time for sobriety—which YPulse saw many brands capitalize on this year—summer is now one of Athletic’s busiest seasons as young people opt for alternatives like mocktails, non-alcoholic wine, and non-alcoholic beer at gatherings. (Fortune)
📊 YPulse data: 77% of 21-39-year-olds agree, “I don’t need alcohol to have a good time”
