If you've been to a bar or restaurant lately, you may have noticed non-alcoholic beer options (plural!) on the menu—a trend that would have been unimaginable just a few years ago. The once-niche category of alcohol-free beverages has transformed from a novelty to a mainstream phenomenon, with Athletic Brewing emerging as one of early industry leaders in this beverage revolution. Impressive, considering the non-alcoholic beer segment has become a battleground for market share, with major beer manufacturers and craft breweries alike rushing to capture the surging demand for alcohol alternatives.

The market's intensity is reflected in its explosive growth and fierce competition. The global non-alcoholic beer market drove an estimated $36.8bn in revenue in 2024, and is expected to grow annually by 5% (CAGR 2024-2029). This promising trajectory has attracted heavyweight competitors: Anheuser-Busch has launched Budweiser Zero, Heineken introduced Heineken 0.0, and craft breweries nationwide are developing their own non-alcoholic offerings. So how has the small but mighty Athletic Brewing pulled ahead of the competition?

Founded in 2017 by Bill Shufelt, Athletic Brewing has disrupted the beer industry by creating high-quality, craft non-alcoholic beers that appeal to health-conscious consumers and active lifestyles. The company experienced remarkable growth in the past eight years, expanding distribution to all 50 U.S. states and closing a $50 million equity financing round in the past 6 months.

Against the backdrop of intense market competition in 2024, Athletic Brewing contacted Forum3 with the goal of building foundational AI knowledge and proficiency within their team. The initial desire to integrate AI into their everyday workflows speaks to one of the secrets to their success: The leadership at Athletic Brewing are not resistant to change, rather, being future-forward is infused throughout the entire company culture.

After the AI Bootcamp, the marketing team at Athletic Brewing has applied what they learned in three key areas:

1. Streamline content creation: The team uses LLMs to ideate content for social media posts, email campaigns, and other materials. This has allowed them to create higher-quality content for marketing channels much more efficiently.
2. Accelerate brainstorming sessions: The team leverages diffusion models to quickly generate and visualize fresh, creative ideas.
3. Reduced busywork: The team quickly figured out one of the best things about AI… it does all sorts of busywork very well. As a result, they are able to focus on the work that really matters.

By embracing AI as a strategic tool rather than a threat, Athletic Brewing has positioned itself at the forefront of innovation in an increasingly competitive beverage market. Their approach demonstrates that true industry leadership extends beyond product quality, encompassing a willingness to explore and integrate cutting-edge technologies.

The tangible outcomes are clear: increased efficiency, enhanced creativity, and a newfound confidence in leveraging AI across marketing functions. From streamlining content creation to accelerating brainstorming sessions, the marketing team has transformed potential technological uncertainty into a powerful competitive advantage.