Athletic Brewing Is Having Its Biggest Summer Ever
HOSPITALITY
To celebrate America’s 250th anniversary this Fourth of July, Athletic Brewing Company has launched special-edition Run Wild IPA 12-oz cans and 12-packs wrapped in red, white, and blue visuals for a limited time.
Non-alcoholic beer has spent years trying to prove it belongs at the party. Athletic Brewing has a simpler message this summer: it is the party.
The Milford, Connecticut-based brewery, America's largest dedicated non-alcoholic brewer, is launching its biggest-ever seasonal campaign just in time for a summer that comes around once every 250 years. With a landmark Fourth of July on the horizon, Athletic Brewing is showing up with new TV ads, limited-edition patriotic packaging, a fresh seasonal brew, and its first-ever professional baseball player signing. It's a lot. And it's clearly deliberate.
"Exceed Every Expectation"
The centerpiece of the campaign is a new national commercial spotlighting Athletic Brewing's flagship Run Wild IPA, the brew that, more than any other, put non-alcoholic craft beer on the map. The spot features co-founder and COO John Walker alongside food and beverage tastemakers, culinary artists, and a who's-who of fans that includes acclaimed chef and Athletic investor David Chang and veteran beer writer Jenn Litz-Kirk, who called Run Wild simply "a great IPA, period."
Chef Chris Cosentino went further, describing his first encounter with Athletic as a "revelation." That word choice isn't accidental, it's exactly the reaction Athletic has been chasing since day one.
The campaign will air nationally across streaming, online video, audio, podcasts, digital, and out-of-home channels, backed by an expected 120% increase in national media spend year-over-year. That's not a modest bump, it's a statement of intent from a brand that sees this summer as a defining moment.
Stars, Stripes, and a New Seasonal Brew
Timed to America's 250th anniversary, Athletic has wrapped its Run Wild IPA 12-packs and 12-oz cans in limited-edition red, white, and blue packaging. It's the kind of move that works because it's genuine, a brand built around bringing people together, leaning into the biggest communal celebration the country has seen in a generation.
Alongside the patriotic packaging comes Fruited Fields, a new non-alcoholic radler brewed with raspberry, white grapefruit, and blueberry. At under 0.5% ABV and 80 calories per can, it's designed for exactly the kind of warm-weather occasions Athletic has always targeted, backyard cookouts, beach days, and stadium bleachers. It's available now in 12-packs at retailers nationwide and in 6-packs on athleticbrewing.com.
"Mr. Sips" Steps Up to the Plate
Perhaps the most attention-grabbing move of the summer is Athletic's first-ever professional baseball signing. LA fan-favorite and power hitter Teoscar Hernández, known for his "Mr. Seeds" celebrations, has joined the Athletic Brewing athlete roster, earning himself a new nickname in the process: Mr. Sips.
Hernández appears in a regional TV spot now airing in Los Angeles, offering a glimpse into his off-day routine: a light workout, a competitive game of dominó, and a few cold Athletic brews. "The best thing about Athletic Brewing is it's super flavorful, tastes great, no hangover," he says. Short, honest, and exactly on brand.
The Numbers Back It All Up
This isn't just marketing noise. Athletic's off-premise dollar sales are up nearly 24%, with the broader non-alcoholic beer category growing 22%. The demand is real, the momentum is real, and Athletic Brewing is investing accordingly.
Summer 2026 belongs to everyone. Athletic Brewing just wants to make sure you've got something worth raising.