Running Buddies and Brews (Sans Buzz)
Non-alcoholic beers are changing run club culture in much the same way they’re impacting drinking culture across the U.S.
For decades, the image of runners celebrating a finish line with a cold beer has been a familiar one. I myself have run races that ended with a free beer at the finish line - and hey, who doesn’t love the taste of a cold, refreshing beer at 8am? But with the growing trend toward health and wellness, aided by significant marketing and advertising efforts being deployed (more on that below), running communities are seeing the rise of non-alcoholic beers as a new post-run social elixir.
This isn't just about cutting back on alcohol. The science behind recovery drinks is evolving, and runners are becoming more informed about what truly benefits their bodies. Traditional beers, while refreshing, can hinder rehydration due to their diuretic properties, which we’ve written about before. However, the social aspect of post-run gatherings remains important. Here's where non-alcoholic beers step in, offering runners a way to celebrate achievements and connect with fellow runners without compromising their training goals.
Athletic Brewing Company, along with numerous other brands entering the category, has gone all-in on this trend. Their marketing specifically targets runners, promoting their brews as a delicious and rewarding way to end a run (or if you’re up for it, during a run). They sponsor numerous running events and partner with running influencers, fostering a sense of community around their alcohol-free options. And this community aspect goes beyond marketing. Many running groups now incorporate post-run meet-ups at breweries that increasingly offer a wide selection of non-alcoholic beers, and not just as a Dry January stopgap. These gatherings allow runners of all levels to socialize, share training tips, and celebrate each other's accomplishments, all while enjoying a beverage that won’t leave them feeling less than athletic the next morning.
As proof of this trend we talked to Tyler McMahon, Founder of Reducaholic, about what he’s seeing at his local run club near Golden, Colorado. When he first started running with the group, there was no N/A beer involved. “Now,” he says, “the cooler is about 30% non-alcoholic, whether Athletic or occasionally Heineken 0.0 and Coors Edge.” The rise of non-alcoholic beers in running communities isn't just about replacing a celebratory drink. It's about creating a more inclusive space where everyone, regardless of their alcohol preferences, can feel welcome and part of the team. After all, the camaraderie and support found in running groups is just as important as the miles logged.
Looking ahead, non-alcoholic beers infiltrating the running community is a trend that isn’t going away anytime soon. Breweries are constantly innovating, offering a wider range of flavorful and interesting options, including N/A. With the wind at their backs (figuratively and perhaps literally), non-alcoholic beers will become an even more integrated part of the running experience, fostering a culture of celebration and connection that goes beyond the buzz.