Hospitality Hangout

Rethinking Beer: Andrew Katz of Athletic Brewing on Non Alcoholic Beer, Brand Growth & Hospitality Trends

In this episode, CMO Andrew Katz discusses the rapid growth of Athletic Brewing, the leading non‑alcoholic beer brand, and the broader shift toward wellness‑driven drinking habits. He explains how declining alcohol consumption, increased health awareness, and data‑driven lifestyle tracking are fueling a $1.6 billion market by 2030, with Athletic Brewing already holding 19% share. Katz also shares his career path—from Pepsi to Amex to Heineken—highlighting lessons from reviving the Dos Equis campaign and how his personal fitness routine informs the brand’s positioning. The conversation touches on hospitality trends, the rise of alternative low‑calorie beverages, and the importance of authentic brand storytelling.