Business Wars Athletic Brewing and the NA Beer Revolution | Is NA Here to Stay? | 3
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Apr 23, 2026 
Kate Burnett, food and beverage reporter and certified beer judge, breaks down the rise of craft non-alcoholic beer. She talks about how Athletic Brewing changed perception, the brewing techniques behind quality NA beers, and why retailers and bars are rethinking shelf space and pricing. Short, refreshingly drink-focused conversation on why NA options are booming and who they serve.
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Lifestyle Positioning Drove Adoption
- Athletic positioned N.A. beer around active, health-forward lifestyles rather than abstinence.
- Sponsoring races and aligning with fitness culture made the brand aspirational beyond athletes.
N.A. Buyers Also Drink Alcohol
- Most purchasers of N.A. drinks also buy alcoholic beverages; the category serves as an additional choice, not a replacement.
- Households mix alcohol and N.A. products for moderation or context-specific drinking.
Positioning Will Decide Winners
- Brand positioning will intensify as the category crowds; many brands currently make similar health-and-flavor claims.
- Alternatives like hop water target different tastes by omitting malt and emphasizing hops over seltzer.