US non-alcoholic beer gains NFL stars
The Athletic Brewing Company has partnered with NFL quarterbacks Drake Maye and Dak Prescott, with both joining as athlete-owners to promote their non-alcoholic beverages. The brand is capitalizing on the growing popularity of non-alcoholic beer in the U.S., where alcohol consumption has declined significantly in recent years. The partnership aims to leverage sports marketing to expand the brand's reach amid the expanding market, which was valued at over $26 billion in 2026.
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