Non-alcoholic beer hits the ice: Athletic Brewing signs with the NHL

Athletic Brewing Company, North America's largest non-alcoholic brewery, is now an Official Non-Alcoholic Beer of the NHL in Canada. It's the first time the league has a partner dedicated only to non-alcoholic beer.

The multi-year deal comes with everything: TV and social ads, NHL-branded packaging, in-store displays and a Stanley Cup Final sweepstakes. The first big event is the Heritage Classic in Winnipeg on October 25, with sampling, the logo on the ice and beer for sale at the stadium.

Athletic reached Canadian shelves in 2022 and is already sold in more than 2,500 outlets. It has over 200 tasting awards, more than any other non-alcoholic brewery in the past decade.

Why it matters: Non-alcoholic beer is no longer the boring option on the menu. And if you're driving home from the taproom, you now have options that taste like real beer.

Source: NHL.com