Athletic Brewing announced that Dan Kleinman will become its chief marketing officer on Sept. 8, ending a months‑long search for a permanent leader of the brand’s marketing function.
Executive shift and experience
Kleinman arrives from Deutsch Family Wine and Spirits, where he spent nearly a decade and most recently served as chief marketing officer, overseeing the growth of the Josh Cellars label. Prior to that, he held a series of senior roles at Diageo over 16 years.
He replaces senior marketing director Rosalie Kennedy, who stepped in after Andrew Katz left the post after almost five years at the helm.
“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,” said Bill Shufelt, co‑founder and CEO, in the company’s press release.
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Marketing push and spending
The brewer disclosed earlier this year that it will increase national media spending by 120 percent compared with the previous year, a move meant to capitalize on the brand’s expanding presence in sports venues and digital channels.
Sports sponsorships have been a focal point, highlighted by a multiyear agreement with MetLife Stadium and its resident teams, the New York Jets and the New York Giants.
In a brief statement, Kleinman added, “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 continued, “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.”
According to industry data, the brewer holds a 20.7 percent share of off‑premise sales in the non‑alcoholic beer segment. The category now accounts for 87 percent of all non‑alcohol sales in the United States, and it grew 23 percent in 2025.
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It grew 23 percent in 2025.
Gallup reports that 54 percent of U.S. adults said they drink alcohol in 2025, the lowest level in nearly nine decades, with the figure dropping to 50 percent among younger adults.
These trends have attracted new entrants, including actor Tom Holland’s Bero brand launched in 2024 and major beer makers such as Heineken, which markets the 0.0 product.
While the numbers paint a clear picture of a rapidly maturing market, the hiring of a veteran marketer suggests the brewer is preparing for intensified competition.
