How Athletic Brewing Made Non-Alcoholic Beer Mainstream

ABOUT THE EPISODE Rosalie Kennedy, Senior Director of Marketing at Athletic Brewing, discusses the explosive rise of non-alcoholic beer and how Athletic Brewing became one of the defining brands behind the category’s growth. Rosalie explains how the company repositioned non-alcoholic beer around taste, wellness, and social connection, while competing against both traditional beer brands and emerging functional beverages. The conversation also explores changing consumer behavior, younger drinking audiences, retail strategy, and the future of beer culture.

ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.

#marketing #branding #athleticbrewing #nonalcoholicbeer #consumerbehavior ----- The Wharton School of the University of Pennsylvania is committed to sharing its intellectual capital through Knowledge at Wharton, the school’s online business analysis journal.

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