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 makes non-alcoholic beer feel like a real choice, not a compromise. "Fit For All Times" ties craft NA brews to an active, inclusive lifestyle — healthy, welcoming, modern. The voice is sober-curious and upbeat, selling great beer you can enjoy anytime without the alcohol.
Tone Words
Athletic Brewing's brand voice is defined by the following tone words: Active, Inclusive, Craft.
Communication Style
- Language Style: Sober-curious
- Sentence Type: Statement
- Tense: Present
- Expression: Imaginative
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 sober-curious, 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 sober-curious language, with imaginative messaging, in statement-style sentences, using the present tense.
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Compare Athletic Brewing
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