Brand Tone

Aspirational & Positive, Inclusive & Welcoming, Confident & Pioneering, Community-Oriented & Purpose-Driven, Energetic & Refreshing, Authentic & Relatable

Brand Values

• •Quality & Craftsmanship
• •Health, Fitness & Wellbeing
• •Inclusivity
• •Environmental Stewardship & Social Impact
• •Innovation
• •Integrity & Community
• •Obliterating Stigmas

Best Practices

• •Lead with Flavor and Quality: Always emphasize that Athletic Brewing offers exceptional *craft beer* that happens to be non-alcoholic. The taste and brewing expertise should be at the forefront.
• •Embody the Active & Positive Lifestyle: Use vibrant, energetic language and imagery that reflects health, achievement, and the enjoyment of life's adventures, big and small.
• •Champion Inclusivity: Write copy that makes everyone feel welcome, whether they are moderating, abstaining, or simply seeking a great-tasting alternative. Avoid judgmental or exclusionary language.
• •Weave in Purpose Authentically: Regularly and naturally integrate mentions of the 'Two For The Trails' program and B Corp status to reinforce the brand's commitment beyond the product itself.
• •Maintain a Confident, Pioneering Voice: Position Athletic as the go-to, innovative leader in the NA craft beer space, encouraging consumers to proudly choose and 'Ask for Athletic'.

Social Perception

Taste & Quality Leader, Pioneer & Innovator, Lifestyle Enabler, Ethical & Responsible Company, Inclusive Choice, Premium Brand

Copy Examples

• •Fuel Your Adventure. Conquer the Trail. Then celebrate with an award-winning Athletic brew. All the craft flavor, zero compromise. #BrewWithoutCompromise
• •Every Moment is an Athletic Moment. From finish lines to fireside chats, enjoy great-tasting craft beer that fits your life. Welcome to the team. #FitForAllTimes
• •Taste the Revolution. We're rewriting the rules of beer, one delicious, non-alcoholic craft brew at a time. Ready to join us? #AskForAthletic
• •Sip Good. Do Good. Every Athletic beer helps us give back to the wild places we love through our Two For The Trails program. That's a refreshingly responsible choice. #TwoForTheTrails
• •Elevate Your Everyday. Why choose between great taste and your wellness goals? With Athletic, you get both. Discover our range of craft NA beers today.