Athletic Brewing Co., had a ‘great run’ last year at El Tour and ready for a nice ‘run back’

Once you get in the El Tour family it seems you’re in the family for good.

That’s how it feels for the Athletic Brewing Co., which joined the Tour de Scottsdale in April and will be back at El Tour de Tucson in November.

It’s great to have them back.

“We had a great first run activating at El Tour last year and with Tour de Scottsdale this past spring.  We are excited to run it back!,” said Adam Butman, Athletic Brewing’s West Region Sales Director.

“It was super successful from start to finish – the demographic fits the bill of high-performance lifestyle, health & wellness being a priority, and just a community who loves great beer,” Butman said.

Again, to use one of Athletic Brewing’s lines – It’s ‘Fit for All Times!’

November 23 is another one of those times.

They’ll be at the El Tour Expo once again handing out free samples in something they say is “liquid to lips” to those who haven’t tried Athletic.

“That’s where we have the biggest conversion point … those who haven’t had NA (non-alcoholic) beer and still have a negative stigma with it because there haven’t been many quality options in the past. (But) we’ve flipped that on its head and are offering award-winning craft beer, that’s guilt-free and incredibly refreshing.”

The sampling was like “fish to water” in its success. He expects the same at El Tour.

“We typically have lines for events like this because people finish a race – biking, swimming or a triathlon – they want something that is both refreshing and a healthy alternative. And what better than a great tasting, low calorie craft beer without the compromise of alcohol.”

According to Athletic Brewing Co., it is the No. 1 non-alcoholic beer brand in the country and has about 20% share of the total N/A beer category – leading the charge in one of the only growth segments within total beer.

They are getting out there with their brand lending credence to Butman’s phrase “rocket ship”  success in just six-plus years of existence.

As such, Athletic Brewing Co., is at about 1,000 events such as El Tour annually.

Butman said Athletic trends to the “younger side anywhere from 22 years to the late-40s” where about 80 percent of the consumers land.

Butman said Arizona is a “hot state for us in terms of sales growth.”

“As a brand in Arizona, Athletic is up 90 percent year over year,” Butman said, referring to commercial business in the state. “Business is booming across the state. Athletic is in hyper growth mode and community events like El Tour only increase trial & boost household awareness. It helps generate serious momentum behind such a positive brand.”

See you on Nov. 23 in Tucson!