Craft Beer - High-ABV is out. Active lifestyles are in.

My thoughts on this was I thought it was the carbs and calories that made people curb or punt not ABV.

Well, now the kiddo can join in for FBD, who knew.





"The craft brewery origin myth is so cliche by now that it’s a bit mind-numbing. But stay with me, because this one has a twist. At Athletic Brewing, the story is mostly the same, but the beers -- IPAs, lagers, and stouts in handsome boutique labels -- are different. They’re non-alcoholic, and they’re flying off the shelves."

"Baffling, right? I know. “In the craft beer world a decade ago, ‘imperial’ literally ruled, as breweries churned out triple IPAs and 10% versions of every style under the sun,” wrote beer journalist and author Kate Bernot in 2018. (Imperials being bolder, higher-ABV brews in a given style, be it stout or pilsner.) These days, however, everyone does session IPAs, and some upstarts are going even further with low alcohol-by-volume beers specifically targeted at athletes."

"High-ABV is out. Active lifestyles are in. Is non-alcoholic craft beer’s American moment nigh? If Athletic’s runaway success is any indication, there’s another craft revolution coming. And this revolution will be sober."

"Athletic’s non-alcoholic beers have none of those things. Like many craft beers, they have handsome, colorful packaging, and taste downright solid, at least to this journeyman beer writer’s palate. Right now, I’m sipping a full-bodied Athletic golden ale called Upside Dawn, which won a silver medal against alc-beers at a 2018 competition in New York. Athletic’s Upside Dawn also pulls a solid 3.28 on Untappd. After years of spinning dreck slightly buzzed, these days I adhere to a self-imposed “no drinking while writing” rule, for copy’s sake and my editors’ sanity. But hey -- at less than 0.5% ABV, I’m through the beer/looking glass."

thrillist