In this episode of the PRovoke Media CCO Podcast, Maja Pawinska Sims is joined by Athletic Brewing’s chief marketing officer Andrew Katz to explore the rapid rise of low- and no-alcohol beer, and what it says about changing consumer culture. Katz discusses how Athletic has helped transform alcohol-free beer from a functional compromise into a credible, aspirational brand, driven by better product, cultural shifts and a broadening audience well beyond younger consumers. The conversation also dives into Athletic’s brand and marketing strategy, including its positioning at the intersection of lifestyle, performance and beer, and the thinking behind its high-profile partnership with Arsenal. Katz reflects on the realities of expanding in the UK, the challenges of scaling a fast-growth challenger brand, and what it takes to keep creativity alive as a business grows.
