Athletic Brewing's NA Beer Mile Combines Training & Speed Drinking
Laura McQuarrie — October 23, 2021 — Lifestyle
References: athleticbrewing & brewbound
Craft non-alcoholic beer maker Athletic Brewing recently hosted its first-ever NA Beer Mile in Connecticut and the one-mile race challenged runners to put their skills to the test. The event combined elements of interval training and speed drinking in a way that all runners can enjoy, especially if they don't consume alcohol.
Traditionally with these types of events, runners must consume a 12-ounce alcoholic beer before each quarter-mile lap. This time around, the Connecticut brewery spotlighted its award-winning non-alcoholic products. As Athletic Co-Founder and CEO Bill Shufelt said "The beer mile is a time-honored tradition for so many runners, and we wanted to provide a more inclusive and responsible way to participate in the event with great tasting non-alcoholic beer."
Traditionally with these types of events, runners must consume a 12-ounce alcoholic beer before each quarter-mile lap. This time around, the Connecticut brewery spotlighted its award-winning non-alcoholic products. As Athletic Co-Founder and CEO Bill Shufelt said "The beer mile is a time-honored tradition for so many runners, and we wanted to provide a more inclusive and responsible way to participate in the event with great tasting non-alcoholic beer."
Trend Themes
1. Non-alcoholic Beer - The growing popularity of non-alcoholic beer provides an opportunity for disruptive innovation in the beverage industry.
2. Athletic Training - Combining exercise with social drinking creates an opportunity for disruptive innovation in the fitness industry.
3. Alternative Events - Creating new and inclusive sporting events for non-alcoholic drinkers is an opportunity for disruptive innovation in the event industry.
Industry Implications
1. Beverage - The increasing demand for non-alcoholic drinks and the trend towards healthier living provides an opportunity for disruptive innovation in the beverage industry.
2. Fitness - The combination of exercise and social drinking creates an opportunity for disruptive innovation in the fitness industry.
3. Event - Developing inclusive events catering to non-alcoholic drinkers is an opportunity for disruptive innovation in the event industry.
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