Athletic Brewing Expands Partnership with Spartan into Canada and the UK
Leading nonalcoholic craft brewer, Athletic Brewing, has renewed its partnership with Spartan®, maintaining its designation as the “Official Nonalcoholic Beverage” of the world’s leading endurance sports and wellness brand. The multi-year renewal agreement also sees the partnership expand beyond the US, into Spartan race markets in Canada and the UK, where Athletic is now also being sold.
“Spartan and Athletic Brewing share a passion for health, wellness, and innovation, and we’re excited to renew and expand our partnership beyond the US,” said Ian Lawson, Spartan’s Vice President of Global Partnerships. “For two years, our community in the US has embraced Athletic Brewing’s signature craft brews as part of their clean, healthy lifestyles. It’s become a favorite for race training and post-race celebrations, and we know Spartan athletes in the UK and Canada will enjoy its natural ingredients and exceptional taste, free of the side effects of alcoholic beverages as they get back to racing this year.”
Athletic shifted the nonalcoholic beer category, which hadn’t seen any innovation in decades, to pioneer the athletic beer segment by making great beer that just happens to be nonalcoholic. Its flagship brews are made from traditional all-natural brewing ingredients, and are high in potassium, calcium, magnesium, with naturally occurring electrolytes. At only 50-70 calories, these beers won’t derail racers’ training or recovery. Athletic beers fill a large void for people who live active lives who have been thirsty for high quality and flavorful brews that just happen to be nonalcoholic, but don’t compromise their health and wellness goals.
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