Leading Communications at @AthleticBrewing | Posting about Health & Wellness, Beverages, and Fitness | Former Forbes Contributor + Brewbound (BevNET) Editor
A new matchday ritual: Introducing Clock End, our limited-time non-alcoholic Red launched in collaboration with @Arsenal and available exclusively in the UK.
Drawing inspiration from the historic Clock End at Highbury — home to the iconic clock now displayed at Emirates Stadium — Clock End is now available throughout Emirates Stadium, including Club Level bars, while supplies last.
Bridging Arsenal's heritage with @AthleticBrewing's dedication to brewing great-tasting NA beer, Clock End will also be available to purchase at select on- and off-trade locations across London, as well as online.
More: https://t.co/O2y5uazSZM
#COYG!
.@AthleticBrewing CEO Bill Shufelt says non-alcoholic beer will eventually be significantly bigger than craft beer, and a huge part of the overall beer category in the future.
"If you go back 50 years, light beer was one of the biggest megatrends to ever hit beer. It's an enormous part of the beer category today."
"Then you had big trends in craft beer. And where non-alcoholic beer comes in is all the experience, superior nutritionals (20% of the calories), plus all the flavor of great craft beer. It's emerging in this megatrend that has this really good line of sight to be the next huge thing in beer."
I qualified for the 2012 Boston Marathon when I was 24 (2010) with a 2:56:50 (3:10 BQ, 1:14 cut-off)
I qualified for the 2020 Boston Marathon when I was 33 (2019) with a 2:58:13 (3:05 BQ, 1:39 cut-off)
I turn 40 next May (3:05 BQ), and it seems reasonable to assume the cut-off will be ~5:00.
As I get older, the entry times (essentially) stay the same.
Today is the day that the BAA has notified qualified applicants of their acceptance into the 130th Boston Marathon. The 2026 race will be on April 20th.
A total of 33,249 applications were submitted. 24,362 qualified applicants were accepted.
• For example, if you were a man in the 18-34 age group, the BQ is 2:55:00 and so to be accepted you needed to run 2:50.26 or faster. For women and non-binary athletes in the 18-34 age group, the BQ is 3:25:00 and so you needed to run 3:20:26 or faster.
⏰ To be accepted, athletes needed to run at least 4 minutes and 34 seconds faster than the qualifying standard for their age group and gender.
By the numbers on the qualifiers:
• 5,397 qualifiers were ≥ 20:00 under their standard
• 8,961 were between 10:00–19:59 under
• 10,004 were between 4:34–9:59 under
Of those accepted: 13,823 men | 10,429 women | 110 non-binary athletes
🔟 719 athletes accepted based on having completed 10+ consecutive Boston Marathons
1️⃣ 10,710 runners will be running their first-ever Boston Marathon
Run Wild and Free Wave are the two best non-alcoholic IPAs in America, according to @Forbes!
"If you had just one chance to convince a beer drinker that non-alcoholic beer can be great, the Athletic Brewing’s celebrated Run Wild IPA is our top recommendation."
@AthleticBrewing
https://t.co/RUuXIYaJB2
Cheers to a new partnership 🍻
America’s largest dedicated non-alcoholic brewer, @AthleticBrewing, is officially a partner of the KC Current! Starting this season, Athletic’s array of award winning non-alcoholic brews will be made available for fans inside @cpkcstadium!
Big thanks to @FurnRuns at @AthleticBrewing for sending me some beers for my Boston Marathon taper! No booze since Dec 15, 2024 (who’s counting?). Loving these NA brews – cheers to this awesome company that has helped get me through this big training block! #BostonMarathon2025
News worth toasting to 🍻 We were named Large-Size Brewery of the Year at the 2025 Best of Craft Beer Awards — plus, we brought home four medals:
✨ Gold — Run Wild
✨ Gold — Raspberry Espresso
🥉 Bronze — Free Wave
🥉 Bronze — Soul Sour
Alcohol Moderation Trends (per NIQ):
20% of U.S. consumers plan to drink less alcohol as part of their New Year's Resolutions.
30% of the U.S. population consumes cannabis
88% of cannabis consumers believe it is healthier than alcohol.
93% of NA buyers are also purchasing alcohol-containing beer, wine, or spirits.
@jvaluck18@AthleticBrewing Thanks for drinking, Jon!
Please drop me a DM. I'd love to fill your fridge with some brews ahead of Boston.
Hope your training is going well!
Exciting day at @AthleticBrewing!
70% of concertgoers crave more NA options at live music events, and Athletic is answering the call by bringing our award-winning brews to 100+ @LiveNation concert venues and festivals nationwide!
Shout out to @ajzaleski, who captured Bill and John's story masterfully.
@AthleticBrewing is the No. 1 NA beer brand in America, with over 19% market share. In 2024, off-premise retail sales eclipsed $132M.
And we're just getting started! Onward!
For resources and ways to help:
https://t.co/xUBkkoXa3K
https://t.co/9KPakUpHZ9
https://t.co/WNofAipCAO
https://t.co/MNOKteG5Fo
https://t.co/CGZDGC1xWb
https://t.co/4J1rnJdtnY
CMO Andrew Katz explains how a new multimillion-dollar campaign is part of the brand’s efforts as the “big guys” enter the nonalcoholic beer category.
https://t.co/4GxghQ3wvG