Athletic Brewing Co. has appointed Dan Kleinman as Chief Marketing Officer, bringing an experienced beverage marketing leader to the company as it continues to build its position in the growing non-alcoholic beer category.

Dan joins Athletic after more than nine years at Deutsch Family Wine & Spirits, where he most recently served as Chief Marketing Officer and worked on the growth of brands including Josh Cellars. His earlier career included 16 years in marketing roles at Diageo, giving him extensive experience across some of the world's major beverage brands.

From Deutsch Family Wine & Spirits to Athletic

Dan's appointment follows a nine-plus-year tenure at Deutsch Family Wine & Spirits, including the last three years as CMO.

During his time there, he was closely involved with the growth of Josh Cellars, including work across brand building, consumer engagement, loyalty and shopper marketing. His experience spans both brand strategy and the commercial execution required to scale consumer brands.

The move brings that experience into a different part of the beverage market, where Athletic has built its identity around non-alcoholic craft beer and changing consumer attitudes toward drinking.

A Career Across Major Beverage Brands

Before Deutsch Family Wine & Spirits, Dan spent approximately 16 years at Diageo in a range of marketing leadership positions.

His work at Diageo included roles connected to brands such as Captain Morgan, Guinness and Smirnoff, giving him experience across spirits and beer and across different consumer occasions and audiences.

That background provides a broad foundation for his new role at Athletic, particularly as the company continues to develop non-alcoholic beer as both a category and a lifestyle proposition.

Marketing a Changing Drinking Occasion

Dan has described Athletic as operating at the intersection of changing attitudes toward how modern adults connect and socialise.

That perspective is closely aligned with Athletic's positioning. The company has built its brand around the idea that consumers do not have to compromise on taste, ritual or social occasions when choosing a non-alcoholic option.

As CMO, Dan will bring his experience in consumer brand building to a category where the marketing challenge extends beyond product awareness to understanding the occasions, motivations and cultural shifts influencing consumer choice.

Scaling a Non-Alcoholic Brand

Athletic has moved well beyond its early position as a specialist non-alcoholic brewer.

The company describes itself as a pioneer in non-alcoholic craft beer for modern adults and has continued investing in its brand, distribution and partnerships. Athletic recently announced a multi-year partnership with MetLife Stadium, the New York Jets and the New York Giants, extending its presence into major sports and live-event environments.

The company has also said it expects to significantly increase its national media investment, placing greater emphasis on building awareness and demand as competition in the category grows.

Bringing Brand Building Into the Next Phase

Dan's experience gives Athletic a marketing leader who has worked across established beverage brands, brand transformation and consumer engagement.

His move also comes at a point when Athletic is broadening how it shows up in culture, sport and everyday social occasions.

The opportunity for Dan will be to build on that foundation while helping Athletic continue to translate its non-alcoholic positioning into a broader consumer brand.

A New Chapter at Athletic Brewing

Dan's appointment marks the next stage of a career spent building and scaling beverage brands.

From Diageo to Deutsch Family Wine & Spirits and now Athletic Brewing, his career has followed a consistent focus on understanding consumers, building brands and connecting marketing with commercial growth.

At Athletic, that experience will now be applied to a company seeking to shape the next chapter of non-alcoholic beer and how consumers think about the role of beverages in their everyday lives.

About Athletic Brewing Co.

Athletic Brewing Co. is a non-alcoholic craft brewer founded in 2017, with operations in Milford, Connecticut and San Diego, California. The company focuses on brewing non-alcoholic beer for modern adults and has positioned itself as both a beverage company and lifestyle brand. Athletic has continued to expand its marketing, distribution and sports partnerships as the non-alcoholic beer category develops.