Athletic Brewing Company, a pioneer in the rapidly expanding nonalcoholic beer market, has officially named Dan Kleinman as its new Chief Marketing Officer (CMO), a move that signals a strategic acceleration in the company’s growth trajectory. The announcement, made on September 2, 2026, follows a comprehensive executive search and marks a significant addition to Athletic Brewing’s senior leadership team. Kleinman’s tenure officially begins on September 8th, succeeding Senior Marketing Director Rosalie Kennedy, who has been serving in an interim capacity. The position was previously held by Andrew Katz, who departed the company after nearly five years.
A New Era of Leadership and Brand Evolution
The appointment of Kleinman underscores Athletic Brewing’s ambition to transcend its status as an industry innovator and solidify its position as a globally recognized brand. Co-founder and CEO Bill Shufelt expressed immense enthusiasm for Kleinman’s arrival, stating in official press materials, "As Athletic Brewing continues to evolve from an industry pioneer into a transcendent global brand, we couldn’t be more excited to welcome Dan Kleinman to our senior leadership team. Dan brings an exceptional track record of building culturally relevant brands and scaling them into category leaders.” This sentiment highlights the company’s strategic focus on leveraging Kleinman’s expertise to enhance brand resonance and market penetration.
Kleinman’s extensive background in the beverage alcohol industry, particularly his success in cultivating and expanding established brands, makes him a prime candidate to lead Athletic Brewing’s marketing efforts. His appointment comes at a critical juncture for the company, which is not only navigating an increasingly competitive nonalcoholic landscape but is also significantly amplifying its marketing investments to capture a larger share of a burgeoning consumer base.
A Proven Track Record in Brand Growth
Prior to joining Athletic Brewing, Dan Kleinman served as the Chief Marketing Officer for Deutsch Family Wine and Spirits, where he spent nearly a decade. During his tenure, he was instrumental in the substantial growth of the Josh Cellars brand, a testament to his strategic acumen and ability to connect with consumers. His leadership in this role saw Josh Cellars evolve from a promising label into a significant player in the wine market. Before his CMO role at Deutsch Family Wine and Spirits, Kleinman honed his marketing skills over a 16-year period in various leadership positions at the global alcohol giant Diageo. This extensive experience across different segments of the adult beverage industry provides him with a deep understanding of consumer behavior, market dynamics, and effective brand building strategies.
Kleinman’s career trajectory demonstrates a consistent ability to drive growth for well-known brands, a skill set that is highly transferable to the dynamic nonalcoholic beverage sector. His familiarity with the complexities of regulated markets and the nuances of consumer engagement within the broader adult beverage space will be invaluable as Athletic Brewing continues its expansion.
Strategic Marketing Investments Fueling Expansion
Athletic Brewing has been a significant investor in marketing and advertising, recognizing the need to stand out in a rapidly evolving market. The company has consistently increased its national media spend, demonstrating a commitment to broad consumer outreach. In May 2026, Athletic Brewing announced plans to increase its national media spend by an impressive 120% compared to the previous year, a clear indication of its aggressive growth strategy.
This increased investment is strategically channeled into areas that resonate with its target demographic. Sports and active lifestyle partnerships have emerged as a cornerstone of Athletic Brewing’s marketing efforts. A notable recent development was the announcement of a multiyear partnership with MetLife Stadium, securing prominent branding and engagement opportunities with both the NFL’s New York Jets and the New York Giants. This high-profile collaboration underscores the brand’s commitment to associating itself with athletic achievement and the shared experiences of sports enthusiasts.
The Evolving Consumer Landscape: A Shift Towards Nonalcoholic Options
The rise of Athletic Brewing and the broader nonalcoholic beer category is intrinsically linked to profound shifts in American consumer behavior regarding alcohol consumption. Data from the Beer Institute reveals that the nonalcoholic beer category now accounts for a substantial 87% of all non-alcohol sales in the U.S. This segment experienced a remarkable 23% growth in 2025 alone.
Concurrently, traditional alcohol consumption has seen a notable decline. Gallup data from 2025 indicated that only 54% of U.S. adults reported drinking alcohol, marking the lowest figure in nearly 90 years. This trend is even more pronounced among younger demographics, with only 50% of young Americans reporting alcohol consumption. These statistics paint a clear picture: a significant portion of the adult population, particularly younger generations, are actively seeking alternatives to alcohol without sacrificing the social rituals and enjoyment associated with traditional beverages.
This consumer pivot has created a fertile ground for nonalcoholic brands like Athletic Brewing, but it has also intensified competition. The market is attracting new entrants and prompting established players to innovate. For instance, actor Tom Holland launched his nonalcoholic beer brand, Bero, in 2024, signaling the growing appeal of this segment across various celebrity endorsements. Major alcoholic beer brands have also recognized the opportunity, with Heineken’s 0.0 product achieving considerable success by offering a familiar brand in a nonalcoholic format. This heightened competition necessitates sophisticated marketing strategies, making Kleinman’s appointment particularly timely.
Kleinman’s Vision for the Future
Reflecting on his new role, Kleinman articulated his excitement about Athletic Brewing’s positioning within evolving societal trends. "What excites me most is that Athletic sits at the intersection of meaningful shifts in how modern adults are choosing to connect and socialize today," he stated in press materials. "People still value the taste, ritual, and sense of connection that come with sharing a brew, but, more importantly, they love what it has always represented — the chance to celebrate life’s best moments with the people they care most about.”
This perspective suggests that Kleinman intends to leverage the inherent social and celebratory aspects of beer consumption, reimagining them within a nonalcoholic context. His focus will likely be on reinforcing the idea that Athletic Brewing offers not just a beverage, but a lifestyle choice that aligns with modern values of wellness, mindful consumption, and inclusive socializing. His emphasis on "meaningful shifts" and "modern adults" indicates a strategic approach to brand messaging that acknowledges and capitalizes on contemporary consumer desires.
Market Position and Competitive Landscape
Athletic Brewing has already established a formidable presence in the nonalcoholic beer market. According to Circana data cited in press materials, the company holds a significant 20.7% market share of off-premise sales within the nonalcoholic beer category. This commanding position is a result of consistent product innovation, strategic partnerships, and substantial marketing investment.
The competitive landscape is indeed becoming more crowded. Beyond Bero and Heineken 0.0, numerous craft breweries and large beverage conglomerates are either entering the nonalcoholic space or expanding their existing offerings. This intensified competition means that Athletic Brewing must continue to innovate not only in its product development but also in its marketing and brand storytelling. Kleinman’s mandate will likely involve identifying new avenues for consumer engagement, strengthening brand loyalty, and further differentiating Athletic Brewing from its rivals.
Broader Implications and Future Outlook
The appointment of Dan Kleinman as CMO at Athletic Brewing is more than just a personnel change; it signifies a strategic commitment to aggressive growth and market leadership. His experience in scaling brands within the adult beverage sector, coupled with Athletic Brewing’s robust market share and increasing marketing investment, positions the company for continued success.
The nonalcoholic beverage market is poised for sustained expansion, driven by health consciousness, changing social norms, and a desire for inclusive social experiences. As Kleinman steps into his role, his leadership will be crucial in navigating this dynamic environment, ensuring Athletic Brewing not only maintains its pioneering status but also solidifies its position as a global leader in the nonalcoholic beverage revolution. The company’s ability to connect with a broader audience, communicate the multifaceted benefits of its products, and foster a strong brand identity will be key to its long-term prosperity. Kleinman’s expertise is expected to be pivotal in achieving these objectives, as Athletic Brewing aims to redefine what it means to enjoy a beer in the 21st century.
