Athletic Brewing at Costco: What This Says About the Rise of Non-Alcoholic Bev

A few months ago, I walked into Costco Wholesale and was greeted by a huge display of Athletic. This weekend, I passed it on an endcap, this time next to hiyo, a "social tonic" I hadn't seen there before.

First thing that came to mind, "Whoaa, NA has seriously arrived. It's with the masses."

A few years ago, these products lived in specialty stores or required an online order. Now they're sharing shelf space, a few aisles away from the rotisserie chickens.

I don't drink, but I've gotten into NA beer over the past several years. Options like Athletic Brewing Co. have become easy go-tos. They fit into those moments where a beer might fit without feeling like a compromise.

When Athletic launched in 2018, there were only about a dozen NA beer brands in the US. Today, there are hundreds. Athletic has grown into one of the largest craft breweries in America by volume. They make zero alcohol.

Hiyo launched in 2021 and has raised ~$20 million. Constellation Brands, the company who owns the exclusive US rights for Corona and Modelo, took a stake. So did Live Nation Entertainment.

Both brands now have deals to be served at Live Nation venues. My wife Dana and I shared an Athletic tallboy at a concert late last year. Loved that it was even an option.

For anyone building in this category, the window for being early has probably closed. The window for being good is wide open.