# Collaborative Non-Alcoholic Brews Athletic Brewing Company and PLL Launched Crease Crusher By Laura McQuarrie | Published 2026-05-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/crease-crusher References: [prnewswire](https://www.prnewswire.com/news-releases/athletic-brewing-company-and-premier-lacrosse-league-launch-non-alcoholic-collaboration-brew-crease-crusher-302765036.html) & [athleticbrewing](http://www.athleticbrewing.com/)  [Athletic Brewing Company](https://www.trendhunter.com/trends/athletic-brewing-company1) teamed up with [Premier Lacrosse League](https://www.trendhunter.com/trends/recreate-cbd-gummies) (PLL) to announce the launch of Crease Crusher, a limited-time [non-alcoholic collaboration brew](https://www.trendhunter.com/trends/public-coast-brewing) built for the intensity that defines the lacrosse community. This new, non-alcoholic beer takes the form of a light-bodied hoppy pale, and it's said to have a slight malt sweetness and notes of tropical fruit, blueberry, citrus and soft floral rose. Since 2020, Athletic Brewing has shared its award-winning brews with lacrosse players and fans through sampling and in-game engagement across the PLL's tour-based season. Crease Crusher continues the multi-year journey between the partners, and it can be picked up online through Athletic Brewing, and it will be available for on-site sampling at PLL games through the All-Star Weekend, while supplies last. ## Trend Insights (Trend Hunter) - Score: 7.7/10 - Popularity: 75% | Activity: 80% | Freshness: 75% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Sports-branded Non-alcoholic Beers:** Aligning non-alcoholic formulations with sports identities creates products that resonate with athletic communities and expand alcohol-free consumer bases. - **Limited-run Collaborative Brews:** Seasonal, co-branded beer releases generate scarcity-driven demand and test market appetite for novel flavor profiles tied to partner narratives. - **Functional Flavor Profiles:** Beers featuring tropical, floral, and fruit-forward notes position non-alcoholic brews as lifestyle beverages that compete with craft sodas and low-ABV alternatives. ### Industries Being Reshaped - **Beverage Manufacturing:** Small-batch production and flexible recipe development enable rapid iteration on non-alcoholic offerings tailored to niche audiences and co-brand deals. - **Sports Marketing:** Incorporating product sampling and game-day experiences turns brand collaborations into direct fan engagement channels that extend sponsor value beyond signage. - **Event Hospitality:** On-site availability of specialty non-alcoholic options at sporting events shifts concession strategies toward inclusive beverage portfolios that enhance attendee satisfaction. ## Related on Trend Hunter - [Spring Cocktail Menus](https://www.trendhunter.com/trends/spring-cocktail.md) - [Cheeky Non-Alcoholic Beer Ads](https://www.trendhunter.com/trends/coors-00.md) - [Non-Alcoholic Highball Kits](https://www.trendhunter.com/trends/blueberry-bourbon-highball-mix-kit.md) - [Watermelon Gin Spirits](https://www.trendhunter.com/trends/island8-watermelon-edition.md) - [AI-Assisted Wine Recommendations](https://www.trendhunter.com/trends/wine-recommendation-platform.md) - [Scent-Led Dining Experiences](https://www.trendhunter.com/trends/aroma-by-tia-rosa.md) - [No-Sugar Fruit Premix Ranges](https://www.trendhunter.com/trends/doumix-squeeze.md) - [Celebrity-Backed Non-Alcoholic Beers](https://www.trendhunter.com/trends/BERO-Expanded.md) - [Non-Alcoholic Beer Ambassadors](https://www.trendhunter.com/trends/nonalcoholic-beer-ambassador.md)