This marked a significant shift in an industry that has traditionally been more cooperative, focusing on promoting the concept and benefits of non-alcoholic beer together.
Brewdog’s tactic of targeting a peer brewer, especially one as influential as Athletic Brewing, displays a turning point indicating fierce competition within this specific market segment.
Many industry spectators speculate that the timing of Brewdog’s punchy campaign coincides with recent announcements that Athletic Brewing is expanding its operations into the UK, Brewdog’s home turf.
Thus, the underpinning tension appears to revolve around prospective market share in a domain where Brewdog has enjoyed a strong presence.
The impact this rivalry will have on both brand positions and the wider non-alcoholic beer market is yet to be seen.
But one thing is clear; Brewdog’s audacious jibe has shown that even in a niche industry championing support and camaraderie, the competitive spirit flows as freely as their brews.
As the marketplace continues to ferment with these and more exciting developments, it only underscores the significance that Athletic Brewing Company, and other non-alcoholic beer brands, have had in shaping the future of conscious drinking
