# Sports-Branded Light Ales The Detroit Pistons & Atwater Brewer Launched the 'Triple Double' Ale By Grace Mahas | Published 2019-10-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/triple-double References: [brewbound](https://www.brewbound.com/news/detroit-pistons-collaborate-with-atwater-brewery-on-triple-double-low-calorie-ale) & [atwaterbeer](https://www.atwaterbeer.com/) The [Detroit Pistons](https://www.trendhunter.com/trends/garlic-parm-loaded-mac-n-cheese), a basketball team based in Detroit, recently collaborated with Michigan-based brewer [Atwater Block Brewery](https://www.trendhunter.com/trends/motorcycle-bar-soap) to launch the new 'Triple Double' ale. This light beer is a low-calorie beverage that will be available to purchase at Little Caesars Arena when the Pistons are playing as well as stores in the Michigan area. The Double Triple ale boasts a 3.2 ADV and features both the Pistons logo and the Atwater Brewery logo. Mark Rieth, the owner of Atwater BRewery, stated: “As Detroit’s hometown brewer, what better way is there than to pay homage to [Detroit Basketball](https://www.trendhunter.com/trends/pczki-head-seltzer) and the Pistons. Achieving a triple double in a game is an amazing accomplishment and should be rewarded with an amazing low calorie, low alcohol, great tasting Detroit-made beer that won’t slow you down." ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 24% | Activity: 7% | Freshness: 9% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - 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 ### Key Themes Behind This Trend - **Sports-branded Alcoholic Beverages:** Sports teams and brewers are collaborating to create unique alcoholic beverages that appeal to sports fans. - **Low-calorie Alcoholic Beverages:** Low-calorie alcoholic beverages, like the Triple Double ale, offer a healthier alternative to traditional beers. - **Branded Beverages at Live Events:** Offering branded beverages at live events, such as sports games, provides a unique and immersive experience for attendees. ### Where This Applies - **Brewing Industry:** The brewing industry can capitalize on the trend of collaborating with sports teams to create sports-branded alcoholic beverages. - **Sports Industry:** Sports teams can explore opportunities to collaborate with brewers and offer branded beverages to fans in stadiums and at home. - **Live Event Industry:** The live event industry can offer branded beverages, like the Triple Double ale, to enhance the experience for attendees and generate additional revenue. ## Related on Trend Hunter - [Basketball-Themed Beverage Campaigns](https://www.trendhunter.com/trends/athletic-brewing-company1.md) - [Sporty Retro Beer Cans](https://www.trendhunter.com/trends/enjoy-it-like-its-1993.md) - [Celebratory Basketball Beers](https://www.trendhunter.com/trends/pride-and-parquet-hoppy-lager.md) - [Sport-Honoring Co-Branded Beers](https://www.trendhunter.com/trends/clutch-city-lager.md) - [Beer-Branded Basketball Experiences](https://www.trendhunter.com/trends/draught-draft.md) - [Hockey Fan-Targeted Beers](https://www.trendhunter.com/trends/big-deal-brewing.md) - [Varsity Sports-Branded Beers](https://www.trendhunter.com/trends/craft-lagers.md) - [NBA Championship Beer Collabs](https://www.trendhunter.com/trends/nba-championship-bottles.md) - [Light Non-Alcoholic Beers](https://www.trendhunter.com/trends/athletic-lite.md)