The non-alcoholic beer sphere has been bubbling with news ever since Brewdog, a globally renowned brewery, decided to disrupt the teetotal landscape with a bold advertisement on September 17th, 2023.

The intriguing scene unfolded when Brewdog took a saucy swipe at the top non-alcoholic beer maker, Athletic Brewing Company, in their Facebook ad.

Setting the scene with their flagship non-alcoholic beer, “Punk AF IPA“, Brewdog crafted a clever parody pointing towards Athletic Brewing’s much-loved “Run Wild IPA“.

It’s worth noting that the implied representation was anything but subtle.

Brewdog’s interpretation of Athletic’s can was tweaked from “Athletic” to “Unathletic” and “Run Wild” was humorously relabeled as “Light Jog”.

Trailing below the two cans, Brewdog listed a juxtaposition of nutritional facts; showcasing their beer as significantly lower in both calories (20 vs 65) and carbohydrates (2.3g vs 16g).

Additionally, the ad casts the spotlight on Punk AF’s gluten-reduced claim, setting up an ambiguous question about the gluten content in Run Wild IPA.

This marked a significant shift in an industry that has traditionally been more cooperative, focusing on promoting the concept and benefits of non-alcoholic beer together.

Brewdog’s tactic of targeting a peer brewer, especially one as influential as Athletic Brewing, displays a turning point indicating fierce competition within this specific market segment.

Many industry spectators speculate that the timing of Brewdog’s punchy campaign coincides with recent announcements that Athletic Brewing is expanding its operations into the UK, Brewdog’s home turf.

Thus, the underpinning tension appears to revolve around prospective market share in a domain where Brewdog has enjoyed a strong presence.

The impact this rivalry will have on both brand positions and the wider non-alcoholic beer market is yet to be seen.

But one thing is clear; Brewdog’s audacious jibe has shown that even in a niche industry championing support and camaraderie, the competitive spirit flows as freely as their brews.

As the marketplace continues to ferment with these and more exciting developments, it only underscores the significance that Athletic Brewing Company, and other non-alcoholic beer brands, have had in shaping the future of conscious drinking