Craft non-alcoholic beer maker Athletic Brewing recently hosted its first-ever NA Beer Mile in Connecticut and the one-mile race challenged runners to put their skills to the test. The event combined elements of interval training and speed drinking in a way that all runners can enjoy, especially if they don't consume alcohol.
Traditionally with these types of events, runners must consume a 12-ounce alcoholic beer before each quarter-mile lap. This time around, the Connecticut brewery spotlighted its award-winning non-alcoholic products. As Athletic Co-Founder and CEO Bill Shufelt said "The beer mile is a time-honored tradition for so many runners, and we wanted to provide a more inclusive and responsible way to participate in the event with great tasting non-alcoholic beer."
Key Themes Behind This Trend
- Non-alcoholic Beer
- The growing popularity of non-alcoholic beer provides an opportunity for disruptive innovation in the beverage industry.
- Athletic Training
- Combining exercise with social drinking creates an opportunity for disruptive innovation in the fitness industry.
- Alternative Events
- Creating new and inclusive sporting events for non-alcoholic drinkers is an opportunity for disruptive innovation in the event industry.
Where This Applies
- Beverage
- The increasing demand for non-alcoholic drinks and the trend towards healthier living provides an opportunity for disruptive innovation in the beverage industry.
- Fitness
- The combination of exercise and social drinking creates an opportunity for disruptive innovation in the fitness industry.
- Event
- Developing inclusive events catering to non-alcoholic drinkers is an opportunity for disruptive innovation in the event industry.
