Athletic Brewing Co. launches the first alcohol-free version of Brave Noise Pale Ale

All the benefits of this limited version will go to Hollaback! And its mission to create safe spaces for underserved communities and end the toxic culture created by sexual harassment

SAN DIEGO, CA – Athletic Brewing is proud to announce its collaboration with Brave Noise to brew the very first alcohol-free version of the pale ale recipe. Athletic joins over 90 other breweries who have launched Brave Noise to rally behind the organization’s powerful message. The release will be celebrated with a Brave Noise Release Party at Athletic Brewing in San Diego on October 24.

Brave Noise is a global collaboration that was sparked by Brienne Allan, a brewer working at Notch Brewing in Salem, Massachusetts, when she asked the question “Have you ever experienced sexism in the beer industry?” Brienne’s question sparked stories of sexism, harassment and assault experienced by countless women and went viral. The influx of stories shared on social media turned into an industrial movement and a catalyst for change in the industry that led Brienne to develop the Brave Noise recipe. The collaborative effort between breweries, microbreweries and beer enthusiasts aims to make a long-term commitment to change and to provide safe and inclusive environments. Athletic Brewing will create the industry’s first non-alcoholic version of Brave Noise.

“With Brave Noise, we want breweries to create safe, supportive and inclusive environments for staff and customers,” said Ash Eliot, Women of the Bevolution and spokesperson for Brave Noise. “By being part of this collaboration, Athletic is supporting our efforts and committing to the long-term work that needs to be done. We hope this initiative is a step in the direction of a better, safer and non-discriminatory beer world. “

Cara Wilson, one of Athletic’s brewers in San Diego, is spearheading the collaboration. “I feel very honored to brew BraveNoise for Athletic Brewing,” Cara said. “I am proud of Athletic not only for this effort, but proud to be part of an organization that is committed to creating an inclusive environment internally and that is committed to speaking out and standing up for others.”

All proceeds from this limited release will be donated to Hollaback !, a non-profit organization that is an official Brave Noise partner. Hollaback! mission is to create safe spaces for underserved communities and end the toxic culture by educating and empowering passers-by and victims of harassment. Athletic Brewing goes beyond the requirement to donate proceeds to an approved nonprofit by pledging $ 25,000 for Hollaback !.

Brave Noise is a dry hopped lager with a peach nose, creamy mouthfeel, fruity notes of mandarin, mango and stone fruit, and balanced bitterness. This delicious and refreshing fruity infusion will be available at Athletic Brewing exclusively during their event in October. Individual cans will be distributed and packs of 6 will be available for purchase. The free event, the first at Athletic’s San Diego, will feature, of course, Brave Noise and other Athletic Brewing beers.

Local band Find Indigo will perform live, and vendors such as Women’sCraft Beer Collective, Rebelle for Kicks, Can She Dig It, Found & Freed, Abrigo, Dimension Z Art, Grandma Lois’ Closet, Plant YourInention and The Bountiful Bag, all sell their merchandise at the event. All on-site vendors are led by women, BIPOC and / or members of the LGBTQ + community.

As part of the partnership, Brave Noise is to review the code of conduct for organizations wishing to brew their beer, which inspired Athletic Brewing to engage in frank voluntary meetings between the founders, the head of human resources, the director of their JEDI and Athletic program. Members of the team. This has led to the establishment of an initiative that protects sellers from interactions with external accounts that they do not feel safe with by providing a safety net to cover revenue lost by the account.

“We want teammates to feel secure and not financially trapped in an unhealthy situation,” said Alex Showerman, director of JEDI and nonprofit partnerships at Athletic Brewing. “The objective was to go further in our code of conduct by creating a concrete step for the members of our team that empowers them and empowers our industry. If you don’t follow our code of conduct, we won’t work with you.

“We thought it was really important to make sure there was a level of accountability outside our walls,” added Bill Shufelt, CEO and co-founder of Athletic Brewing, working with members of the team to assess where they felt in danger. In an effort to share best practices for eliminating toxic culture in the workplace, Athletic Brewing Co.’s Code of Conduct will be available via a QR code on every can of Brave Noise. Through partnerships with great organizations like Brave Noise and Hollaback, the beer industry can make essential strides.

About Athletic Brewing Company

Athletic Brewing Company is reinventing beer for the modern, active adult. Their tasty craft beers let you enjoy the refreshing taste of craft beer with no alcohol or hangovers. You can enjoy it anytime, anywhere, while staying healthy, active and looking your best; that’s the very reason they started brewing them in the first place. With custom breweries on the East and West Coasts, their line has won accolades across the industry, even against full-strength beers, including over 40 awards for excellence in the most prestigious venues and most competitive in the United States and beyond.

To top it off, as part of the Athletic Brewing “Two for the Trails” initiative, 2% of all sales go towards the cleaning and maintenance of trails and parks. Additionally, through their IMPACT program, 1% of revenue goes to nonprofits that support positive impact and opportunities from scratch in their communities. Craft beer fans can find Athletic Brewing’s revolutionary Upside Dawn Golden Ale, Run Wild IPA, and Free Wave Hazy IPA at major retailers in the United States. The Athletic Club. Whether you’ve decided to eliminate alcohol from your life for good, overnight, or just for a drink, Athletic Brewing Company offers an uncompromising option that you are sure to enjoy.

About Brave Noise

Brave Noise is a collaborative effort to provide inclusive and safe environments for women, BIPOC and LGBTQIA + people across the beer industry. By brewing this beer, your brewery stands in solidarity with those who shared their stories of abuse and who survived gender discrimination, racism, sexual assault and harassment within the industry. By joining us now, you are part of the long awaited change movement in beer. Beer has always been a great unifier. Let’s come together, discuss how we can do better, and create inclusive and safe environments for our staff and consumers, take the next steps and build our (beer) community for the better. Learn more and get involved at

About Hollaback!

Hollaback! is a global people-centered movement to end bullying. We work together to understand the problem, spark public conversations and develop innovative strategies that ensure equal access to public spaces. We take advantage of the very spaces where bullying occurs – from the internet to the streets – to support each other and build a world where we can all be who we are, wherever we are. For more information, visit

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