Athletic Brewing’s Senior Director of Marketing, Rosalie Kennedy

[upbeat music] 49% of Americans are trying to drink less alcohol, so we know people are looking for alternatives.

Non-alcoholic beer is one of those alternatives, of course.

We're up against anything that doesn't have alcohol.

Mm.

There's so many categories that exist right now that play off of flavor, play off of- Mm-hmm ... functional benefits.

[upbeat music] Marketing matters.

Marketing is absolutely critical.

You can have the greatest product in the world.

If no one knows about it, it just doesn't matter.

Right.

People think out of the box is gonna make you more creative.

Mm.

But sometimes when you're in a constrained situation, that's when-

Right

... a lot of creativity blooms.

Yeah.