Athletic Brewing Tone of Voice — Active & Inclusive

Tagline: "Fit For All Times"

Industry: Non-Alcoholic Beer

Sector: Food & Beverage

How Athletic Brewing Communicates

Athletic Brewing communicates with a active, inclusive and craft voice using active language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Fit For All Times", captures this voice. The central tension in Athletic Brewing's communication is beer culture vs. wellness, which shapes every message they craft. Their mission is to revolutionize the beer industry with great-tasting na craft beer.

Tone Words

Athletic Brewing's brand voice is defined by the following tone words: Active, Inclusive, Craft.

Communication Style

  • Language Style: Active
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Figurative

Athletic Brewing Brand Story

Athletic Brewing has transformed non-alcoholic beer from an afterthought into a craft category. Founded in 2017 by Bill Shufelt, a former finance professional who quit drinking, and John Walker, a craft brewer, the company set out to make NA beer that craft beer enthusiasts would actually enjoy. Their dedication to quality—using traditional brewing methods and premium ingredients—has paid off spectacularly. Athletic Brewing is now the #1 non-alcoholic craft beer brand, sold in over 50,000 locations, and has attracted investment from major athletes including J.J. Watt and Lance Armstrong.

Brand Message

Great-tasting non-alcoholic craft beer for active lifestyles

Brand Mission

To revolutionize the beer industry with great-tasting NA craft beer

Brand Positioning

Core Concept: Active Lifestyle Beer

Central Tension: Beer Culture vs. Wellness

About Athletic Brewing

Athletic Brewing Company is a U.S. manufacturer of non-alcoholic craft beer. Based in Milford, Connecticut, the company was founded in 2017 by Bill Shufelt and John Walker. In 2022, the company's sales represented nearly half of all non-alcoholic craft beer sold in the US. As of 2025, Athletic was world's largest brewing company focused exclusively on non-alcoholic beer. Athletic Brewing Company also manufactures sparkling water under the brand name "Daypack."

Frequently Asked Questions About Athletic Brewing

What is Athletic Brewing's tone of voice?

Athletic Brewing uses a active, inclusive, craft tone of voice. Their communication is active, typically using statement-style sentences in the present tense. Their tagline "Fit For All Times" exemplifies this voice.

How does Athletic Brewing communicate with customers?

Athletic Brewing has transformed non-alcoholic beer from an afterthought into a craft category. Founded in 2017 by Bill Shufelt, a former finance professional who quit drinking, and John Walker, a craft brewer, the company set out to make NA beer that craft beer enthusiasts would actually enjoy. Their dedication to quality—using traditional brewing methods and premium ingredients—has paid off spectacularly. Athletic Brewing is now the #1 non-alcoholic craft beer brand, sold in over 50,000 locations, and has attracted investment from major athletes including J.J. Watt and Lance Armstrong.

What is Athletic Brewing's brand message?

Athletic Brewing's core message: Great-tasting non-alcoholic craft beer for active lifestyles Their mission: To revolutionize the beer industry with great-tasting NA craft beer

What is Athletic Brewing's slogan?

Athletic Brewing's slogan is "Fit For All Times". It carries their active, inclusive, craft voice.

What is Athletic Brewing's mission?

Athletic Brewing's mission: To revolutionize the beer industry with great-tasting NA craft beer

What makes Athletic Brewing's brand voice unique?

Athletic Brewing stands out through their active, inclusive, craft communication style. Their central brand tension, "Beer Culture vs. Wellness", shapes how they communicate across the Food & Beverage sector.

What language style does Athletic Brewing use?

Athletic Brewing uses active language, with figurative messaging, in statement-style sentences, using the present tense.

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