Sips and sounds and sights to see. Live Nation teams up with Athletic Brewing Company, promising to bring brews to 100+ music venues nationwide.
A Refreshing Taste for the Concert Scene
Live Nation and Athletic Brewing Company just teamed up for an exciting partnership worth clinking glasses to. Over the next three years, concertgoers can expect to find Athletic’s non-alcoholic beers at more than 100 Live Nation venues across the U.S. It’s a move that blends live music with diverse beverage choices, and it’s shaking up the scene in the best way.
Who is Athletic Brewing Company?
Athletic Brewing is like the cool kid who seems a bit odd until you get to know them. They’re the rockstars in the non-alcoholic beer world. Based in Milford, Connecticut, this company brews award-winning beers that taste just like the real thing, minus the alcohol. Founded in 2017, the brand has made a name for itself with brews like Upside Dawn Golden Ale and Run Wild IPA.
What’s their mission? To positively impact health, fitness, and performance through great-tasting non-alcoholic beer. Whether you’re training for a marathon or want to drink without the belly, Athletic Brewing is here for you.
Live Nation’s Stage for Everything
Live Nation is a giant in live entertainment. They operate festivals like Lollapalooza and venues like the Hollywood Bowl. If you’ve bought a concert ticket recently, chances are it was through them. Seriously, you should check. Now, they’re adding another layer to the experience: mindful sipping, or chugging in the mosh pit if that’s your thing.
A Showstopper for Sober and Health-Conscious Concert Lovers
The partnership is a sign of good times to come. As more people skip out on alcohol, Athletic Brewing Company delivers a fun alternative. Athletic’s beers give concert goers an option to go hard without the rough morning after.
Fans at venues spanning the West Coast to the East Coast will now see Athletic Brewing on the drink menu—no secret codes or handshakes required at entry.
What You’ll Be Drinking
Expect to see the favorites: Run Wild IPA, loaded with hops. There’s also Upside Dawn, a golden ale that matches a sunset venue. And if you enjoy something citrusy, try their Free Wave Hazy IPA.
Walker Hayes Gets Fancy With Athletic
Athletic Brewing isn’t just pairing with Live Nation—they’re also teaming up with country star Walker Hayes. Back by popular demand, Fancy Like is their limited-edition collab brew inspired by Hayes’ breakout hit of the same name. It’s a crisp, classic American Pale Ale—completely alcohol-free and made for good times.
“Fancy Like is inspired by the first brews Hayes ever drank and named after his breakout hit,” says Athletic Brewing. Originally launched in April 2024, the beer is back for a limited time.
Brewed for easy drinkin’ and simple (or fancy) livin’, Fancy Like is perfect for anyone who wants a light-bodied, subtly sweet sipper without the buzz.
Why This Partnership Matters
This new duo isn’t just here to sell drinks. The two powerhouses combine to deliver incredible concert-going experiences and shape memories for a lifetime.
And let’s be honest: moshing for hours is hard enough. Recovering the next day with a hangover? No thanks.
Looking Ahead
As the deal continues to kick off, expect to see Athletic Brewing’s branding all over concert venues and festivals. This writer wouldn’t even be surprised if Athletic’s beers creep into your Instagram reels or TikTok shorts in collaboration with some of your favorite artists before a show.
Prost!
Great beer. Great Music. No alcohol. Live Nation and Athletic Brewing Company serve up a new kind of refreshment—crack a can open and start sipping while you find a show near you.
