Athletic Brewing Co.
Brand Strategy Concepting
BACKGROUND
Athletic Brewing Company is a fresh on the market brewing company dedicated to crafting non-alcoholic beer you can have anytime, and anywhere. Started in Stratford, CT – the place where Bill and John (the founders) first began test-brewing, and created the largest non-alcholic brewery.
THE PROBLEM
Athletic Brewing Co. faces the challenge of standing out in an overcrowded non-alcoholic beer market while encouraging consumers to embrace drinking for the experience, not just the buzz, overall living a healthier lifestyle.
THE SOLUTION
Target a certain crowd that could benefit from not being hungover at work the next day.
ATHLETIC’S BRAND VOICE & IDENTITY
Speaks to the consumers who want to stay bold in social settings, but want to positively impact their health, fitness, and happiness by drinking non-alcoholic beer. Athletic Brewing wants people to enjoy the nightlife without having a hangover the next morning.
VOICE
WHO DRINKS NON-ALCOHOLIC BEER?
Non-alcoholic beer drinkers are usually from a high-household income
59% of drinkers are millennials
⅔ of the non-alc drinkers are male
They typically live in cities, urban areas
Live high paced lives
Consumers who want to unleash their youthful spirit but stay on top of their responsibilities
SOME INSIGHTS…
*found on Satista
DESIRED BEHAVIOR
Get the audience to see that non-alcoholic beverages can be a benefit to your lifestyle and not just a drink for those practicing sobriety.
We want Wall Street’s driven professionals to embrace their youthful spirit in social settings—without paying the price at the office the next day. Athletic Brewing Co. helps them balance the grind of work and play, seamlessly fitting into their fast-paced city lifestyle.
THE STRATEGY: THE ATHLETE OF WALL STREET
Mockups of what this campaign could look like:
PARTNER: Lars Titze