Athletic Brewing Company, the leading non-alcoholic (NA) brewer in the United States, has announced the launch of its "Our Brews Give Back" campaign in celebration of Earth Month. The initiative centres on the release of the Two For The Trails Milestone Edition IPA, a limited-time offering designed to showcase the brand's technical commitment to regenerative agriculture and its industry-leading environmental grant program.
The campaign serves as a strategic marker for the evolution of "Two For The Trails," which has grown from a grassroots tradition into the largest annual environmental grant program in the craft brewing industry.
Regenerative Malt and Low-Carbon Hops
The Milestone Edition IPA represents a significant technical step in Athletic Brewing’s supply chain sustainability. The product is formulated with a specific focus on reducing the carbon footprint of the brewing process:
Proximity ReGenMalt™: The brew utilizes 100% regenerative barley, which supports soil health and carbon sequestration.
Hopsteiner Breeding Program: The hop varieties selected—Sultana™, Helios™, and Eureka!™—are sourced from programs specifically focused on developing cultivars with lower carbon footprints and higher resource efficiency.
Nutritional Profile: Maintaining the brand's "better-for-you" standards, each 12 oz. can contains 70 calories and less than 0.5% ABV.
John Walker, Co-Founder and COO, emphasised that "Two For The Trails" is the operationalisation of the brand's belief in protecting outdoor spaces. The use of regenerative inputs allows the brand to align its physical product with its environmental advocacy goals.
Scaling the "Two For The Trails" Grant Program
Since its inception in 2018, the "Two For The Trails" program has scaled significantly in both capital and geographical reach. Originally launched with a $6,000 contribution, the program now distributes up to $2 million annually.
Key performance indicators (KPIs) for the program to date include:
Total Investment: $8.4 million across trail restoration and outdoor access projects.
Recipient Reach: Support for over 500 grant recipients across 46 U.S. states and three countries.
2026 Target: The company is currently on track to surpass $10 million in total lifetime contributions by the end of 2026.
AllTrails Partnership
To bridge the gap between product consumption and environmental action, Athletic Brewing has partnered with AllTrails, the world’s largest digital trail guide. The "Two For The Trails Collection" features a curated set of U.S. trails specifically highlighting areas that have received funding through Athletic Brewing’s grants.
This digital-physical integration allows consumers to visualise the direct impact of their support, reinforcing the brand's mission to keep the outdoors "adventure-ready." The collaboration is supported by national retail programming and limited-edition performance merchandise.
Industrial Significance and ESG Strategy
For B2B stakeholders, Athletic Brewing’s Earth Month initiative reflects a sophisticated approach to Environmental, Social, and Governance (ESG) strategy. In a competitive craft and NA market, "stewardship" has become a primary driver of brand loyalty and retail differentiation.
By committing 2% of all sales to the "Two For The Trails" program, Athletic Brewing is utilising a "circular value" model that links volume growth directly to environmental restoration. Bill Shufelt, Co-Founder and CEO, noted that "if we’re not actively giving back, we risk losing the very places and experiences that bring us together."
Market Outlook
As the non-alcoholic category continues to professionalise, the focus is shifting toward brands that can demonstrate verifiable social and environmental impact. Athletic Brewing’s commitment to reach the $10 million milestone by late 2026 positions it as a definitive leader in the "purpose-driven" beverage space. Industry observers expect this level of transparency and capital commitment to set a new benchmark for environmental responsibility among both craft and multinational brewers.
