The Growth Levers Athletic Plans to Pull in ‘26

Dear Client: A couple weeks ago we previewed our Dry January podcast with Athletic chief Bill Shufelt in BBD (the episode is now live, give ‘er a listen) where he talked about what he sees as a coming “explosion” of NA beer occasions that will continue to grow the category in the medium term [see BBD 01-15-2026].  And while we’re going to get into the growth levers that Athletic specifically plans to pull this year to continue growing its brand