Athletic Brewing Company, the leading dedicated non-alcoholic brewer in the United States, has announced the launch of "Clock End," a new non-alcoholic red ale produced in collaboration with Arsenal. Starting March 21, the limited-edition beverage will be available in 12 oz. cans throughout Emirates Stadium, including Club Level bars, marking a significant expansion of the brand's footprint within elite European football.
The brew draws its name and inspiration from the historic Clock End at Highbury, the former home of Arsenal. By bridging the club's heritage with modern brewing innovation, the partnership aims to enhance the matchday experience for supporters seeking high-quality, alcohol-free alternatives.
Product Profile and Flavour Characteristics
Clock End is designed as a structured yet refreshing red ale, tailored specifically for the football environment. The brew is characterised by its amber hue and a roasted malt profile.
Flavour Notes: Prominent notes of caramel and dark stone fruit with a subtle bitterness.
Body: Medium-bodied and balanced to remain easy to enjoy throughout a match.
Nutritional Stats: Each 12 oz. can contains 80 calories, 16g of carbohydrates, and less than 0.5% ABV.
"We believe Arsenal supporters deserve a brew of their own that matches the excellence the Gunners display on the pitch," stated Bill Shufelt, Co-Founder and CEO of Athletic Brewing Company. He noted that the beer is "built for football," maintaining its refreshing quality from the first whistle to the last.
Strategic Market Position and Innovation
The launch of Clock End follows Athletic Brewing's successful entry into the UK market and its ongoing role as Arsenal’s Official Non-Alcoholic Beer Partner. The company has revolutionised the category through a proprietary brewing method that avoids dealcoholization, instead using hundreds of small-batch trials to re-engineer the fermentation process.
This innovative approach has allowed Athletic to capture over 50% of the non-alcoholic craft beer market share in the U.S. As a top 20 U.S. brewing company overall, Athletic’s expansion into the Premier League highlights the growing global demand for premium non-alcoholic options in traditional sporting venues.
Availability and Supporter Engagement
While the primary launch is centred at Emirates Stadium, Clock End will also be available at select on-trade and off-trade locations across London and via online retail. To support the launch, Athletic Brewing has scheduled sampling activations for supporters at upcoming matches on March 28 and May 2, 2026.
The partnership reflects a broader trend in the beverage industry toward "mindful drinking," with Athletic Brewing reporting that non-alcoholic beer sales at Emirates Stadium more than doubled during the first year of their collaboration with the club.
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