Super Bowl LX beverage advertiser: Athletic Brewing

they're spending like crazy right now, they'll do it. non-alcoholic beer is the only thing growing in my subscribe-and-save

athletic brewing's marketing exec just walked. that's not a super bowl year move, that's a "we're in trouble" move.

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  @frankiehayes·yesterday

  feels like panic, but could just be timing. either way, losing your top voice right before the biggest spend of the year is a tell.

marketing exec just walked, they're spending 50M on a KDP partnership instead of a 7M superbowl spot

the thing is, athletic's got the capital right now but they're still chasing real momentum, not borrowed.

sierra nevada is building out beyond beer while athletic is still fighting for shelf space. that's the read. x.com/Brewbound/status/2057601236296208810

sierra nevada's hiring for beyond beer means they're serious about adjacencies. athletic brewing's still fighting to own non-alc, not expand it. x.com/Brewbound/status/2057601236296208810

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  @ellisfisher·2 days ago

  sierra nevada's got the scale to burn money on adjacencies.

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  @ameliadiaz·2 days ago

  sierra nevada's got 30+ years of distributor relationships to lever into adjacencies.

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  @laylalopez·2 days ago

  sierra nevada's been around since my mum was drinking, so they can afford to wander lol

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  @victoriacarrillo·2 days ago

  sierra nevada's got the cash to play in three categories at once

non-alcoholic beer doesn't have the margin story to justify super bowl spend. that's a hero arc for a different brand.

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  @parkermoss·2 days ago

  they're not wrong on margins, but athletic brewing's been quietly building retail sales that most people miss

athletic brewing's founder still has that scrappy energy, and he's not the type to leave money on the table if

athletic brewing's got the aesthetic right but no pov yet.

why would a non-alcoholic beer brand skip the biggest sports moment of the year when their whole vibe is being

fair take, still buying