Behind the Rise of Athletic Brewing

Author

Carlo Palomino
November 15, 2024

Welcome back to The Friday Fortune, where we’re here with your weekly dose of impossible-to-ignore marketing insights—something a little fresher than the usual inbox fare.

Each Friday, we bring you the latest wisdom from top CMOs, marketing pros, and a few other genius-level minds.

From bold brand moves to practical, actionable tips, we’re here to show you how to make your marketing a little more memorable—and yes, we keep it fun because good humor goes hand-in-hand with great ROI.

Here’s what’s on deck this week:

  • A sit down with Athletic Brewing CMO, Andrew Katz

  • Liquid Death x Dr. Squatch Collab

  • A fortune cookie story that might make you sweat out of your eyes

📈 Marketer of the Week

If there’s anyone who knows how to build a truly memorable brand, it’s Andrew Katz, CMO of Athletic Brewing Company.

With a career shaped by iconic roles at Pepsi, Heineken, and American Express, Katz brings a unique approach to brand storytelling—one that’s grounded in understanding where a brand fits into the lives of its customers. At Pepsi, he championed the “Refresh Everything” campaign, giving Pepsi a cultural edge, while at Heineken’s Dos Equis, he guided the delicate transition from the “Most Interesting Man in the World” campaign, a move that taught him the power of letting go when a brand story needs to evolve.

Today, Katz is transforming Athletic Brewing, a non-alcoholic beer brand, into an essential part of social and wellness-focused drinking occasions. Katz’s strategy is about showing up where it matters: marathons, outdoor events, and fitness gatherings, aligning Athletic Brewing with real-life celebrations and milestones. He’s also leveraging powerful brand partnerships—like the collaboration with Arsenal FC and even a deal with Netflix—to introduce Athletic Brewing to new audiences through shared values rather than traditional advertising.

Katz has redefined Athletic’s packaging to make it recognizable from a distance, emphasizing the brand’s name to create a clear “bar call” identity: “Can I get an Athletic?” By focusing on clarity, Katz ensures that the brand’s mission—helping people enjoy life while choosing a healthier, non-alcoholic option—is unmistakable.

Andrew’s Takeaway:

“Success is about meeting people where they are—on their terms. You have to find the places and moments where your brand adds real value, making your presence feel natural and intentional.”

With this approach, Katz has elevated Athletic Brewing into a lifestyle choice, not just a product, embedding it seamlessly into events and partnerships that matter to consumers.

Action Step:

To adopt Katz’s approach, focus on these three key tactics:

  1. Identify Lifestyle Moments: Like Athletic Brewing’s presence at fitness events and marathons, think about the moments in your audience’s life where your product adds value. Ask: Where does my brand fit naturally into their routine?

  2. Create a Clear Brand Identity: Athletic Brewing’s packaging emphasizes simplicity and recognition from a distance, with a clear “bar call” identity. Ensure your brand’s visual presence is instantly identifiable. Simplify your packaging or ad copy to make your message unmistakable at a glance—especially in busy environments.

  3. Leverage Value-Driven Partnerships: Katz has successfully teamed up with brands like Netflix and Arsenal FC, focusing on shared values rather than just demographics.

To hear more from Andrew’s journey and how he’s keeping American Eagle at the center of youth culture, tune into the full episode of CMO Weekly.

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team