Background
Athletic Brewing Company is a pioneer in the non-alcoholic beer space, redefining what it means to enjoy a brew by focusing on flavor, craft, and active lifestyles.
Athletic Brewing Co. | Crowbar Award Submission
Strategist | Charlie Goldman
Objective
Shift the deeply ingrained perception that alcohol is necessary for socializing and creating lasting memories.
Insight
The unfiltered spirit desires authenticity. Authentic communities, authentic taste, and authentic experiences.
Strategy
Reposition non-alcoholic beer as a catalyst for authentic living, rather than a compromise. By tapping into the mindset of the “unfiltered spirit”—individuals who seek realness in their communities, tastes, and experiences—the campaign encourages consumers to choose Athletic Brewing not just for what it lacks (alcohol), but for what it enables: spontaneity, boldness, and connection without the hangover.
