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March 8, 2022

Athletic Brewing Co’s Athletic Lite – Product Launch

A new challenger in the US's light beer segment?

By James Beeson

  • Category – Beer, light beer, non-alcoholic, <0.5% abv
  • Available – From this month
  • Location – The US, online via Athletic Brewing’s website
  • Price – SRP of US$13.99 for 6 x 35cl cans

Non-alcoholic brewer Athletic Brewing Co has rolled out a new light beer in the US.

Athletic Lite is the latest innovation from the Connecticut-based company and is targeted at health-conscious beer drinkers. Produced from organic grains, the new release contains 25 calories and 5g of carbohydrates per 35cl can.

The 0.5% abv beer, which is also vegan friendly, is launching nationwide in the US via selected off-premise outlets and on the Athletic Brewing website. The craft brewer hopes to take market share from larger light beer brands including Michelob Ultra, Bud Light, Miller Lite and Coors Light.

“Athletic Lite was months in development, and definitely presented one of our biggest brewing challenges to date,” said co-founder & head brewer John Walker, “After many test batches, we were able to perfect a recipe that we are very proud of: a crushable, refreshing and great-tasting everyday brew for any occasion.”

Athletic was founded in 2017 and last year surpassed 100,000 brewers barrels (117,000 hectolitres) for the first time. The brewer closed a US$50m funding round in June 2021 and counts ex pro-cyclist Lance Armstrong and former American football player JJ Watt among its investors.

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