Non-alcoholic beer upstart Athletic Brewing is using fitness marketing to promote its latest coffee-based product, describing it as a “pre-workout” drink in a new campaign.

Created with bottled coffee company Super Coffee, the beer is called Suped Up and contains less than 0.5% alcohol-by-volume. It is made using dark roast coffee and five grams of barley rice protein. The campaign, created in-house by both companies, includes a comedic spot showing four people drinking while exercising. It features Athletic Brewing ambassador Brian Mazza, personal trainer Tara Nicole and influencers Rose Lichtenfels and Matt Choi. 

Athletic's sales have surged thanks to its sophisticated brewing approach and campaigns that have used celebrity endorsers, including college athletes. Athletic was named one of Ad Age’s Hottest Brands last year.

Athletic Co-founder and CEO Bill Shufelt said Suped Up “is meant to be fun and surprising” and plays into the idea of “having a beer at an unexpected time of the day,” adding, “it’s almost ironic, a pre-workout beer."

Duane Stanford, editor and publisher of Beverage Digest, said, “Athletic Brewing’s roots are with young active adults who don’t want to be slowed down by alcohol. Protein would be a good way to add an occasion, so consumers drink Athletic before sweating, not just after.”

He added that “cold coffee is a growing trend with consumers, especially young consumers,” including in beer. “Athletic’s success comes in part from being as close to beer trends as possible without the booze.”

The beer will be sold for a limited time on Athletic’s website from March 1. “In some ways it is a test—if our community loves it, we’ll bring it back,” said Shufelt.

The campaign will run on social platforms including TikTok, Instagram and YouTube.

Founded by Shufelt and Chief Product Officer John Walker in 2017, Athletic Brewing rose from third to second largest non-alcoholic brewer last year, according to the brand. After selling 1.4 million cases in 2021, it grew by around 100% last year in retail sales, said Shufelt. He declined to share sales numbers for 2022. 

The fitness campaign falls in line with the company’s in-person activations at running races, which often end “at schools and parks where alcohol can’t go,” said Shufelt. The brand became the official beer provider of the Ironman Global Series in 2022.

Some alcoholic beers have also dabbled in fitness-oriented marketing—but more as a post-workout reward. Michelob Ultra and Coors have targeted joggers with free beer, with the former partnering with Usain Bolt in 2021 to sponsor post-workout beers.

Athletic is sold nationally and internationally in major retailers such as Walmart, Target, Publix, Whole Foods and Tesco.

Athletic Brewing is now distributing in all 50 states, said Shufelt. The company received a $50 million investment from Keurig Dr Pepper last November.

Hear more about Athletic's approach to marketing at Ad Age's Wellness Revolution event on March 7 in New York where Athletic Chief Marketing Officer Andrew Katz will partake in a panel discussion on non-alcoholic beverage trends.