Country Singer Walker Hayes Debuts ‘Fancy Like’ Beer in Collaboration With the Nation’s Largest Non-Alcoholic Brewer

(Photo: Athletic Brewing Co.)

Athletic Brewing Company has playfully appointed Grammy-nominated country singer Walker Hayes as its “Chief Fancy Officer.” Commemorating the unexpected occasion, Hayes is releasing his very own zero-proof beer to market.

Named after the artist’s hit 2022 song, Fancy Like is described as an “easy drinkin’ and simple livin'” American Pale. The release comes days after the debut of Hayes’ 2024 album “Sober Thoughts,” itself a reflection on the artist’s eight-year-long journey with sobriety.

“Joining Athletic Brewing as Chief Fancy Officer and helping craft my very own non-alcoholic beer has been a dream come true,” said Hayes in a press release. “Fancy Like is an all-American brew made for pilsner lovers. It’s crisp, clean, and as traditional as they come.”

(Photo: Athletic Brewing Co.)

Thanks to slogans like Dry January and a general trend toward sobriety among younger consumers, non-alcoholic alternatives — particularly beer — have experienced a surge in popularity over the past few years. Industry regulars like Heineken, Budweiser, Guinness, Samuel Adams and White Claw have all tossed their hats into the ring with zero-proof offerings.

Estimates project that the category could reach $35 billion in market value by 2031.

At the front of the pack is Athletic Brewing Company. The Connecticut-based brewer was founded by ultramarathon runner Bill Shufelt in 2017, designed — as its name implies — for athletes giving up the buzz. Within three years of launching, the unassuming brand captured 61% of the non-alcoholic craft beer market.

From triple-hopped IPAs to pre-workout brews, the brand’s expansive catalog has cemented it as one of the top 25 craft breweries in America. Its collaboration with Hayes is set to go on sale on April 25th; check them out here if you’d like to learn more.

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