{"id":5707,"date":"2023-09-10T04:23:09","date_gmt":"2023-09-10T08:23:09","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/09\/10\/andrew-katz-cmo-athletic-brewing-co\/"},"modified":"2026-05-07T12:01:18","modified_gmt":"2026-05-07T16:01:18","slug":"andrew-katz-cmo-athletic-brewing-co","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/andrew-katz-cmo-athletic-brewing-co\/5707\/","title":{"rendered":"Andrew Katz, CMO, Athletic Brewing Co."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Andrew Katz is the chief marketing officer at Athletic Brewing Company, America\u2019s leading producer of non-alcoholic craft beer. Andrew oversees all marketing activities, including advertising and branding, communications, International, and eCommerce, focusing on driving brand awareness and sales of Athletic Brewing\u2019s award-winning brews.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: Tell us a little about yourself.<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As CMO, I lean on over two decades of experience as a blue-chip marketer and a deep understanding of consumer needs to develop and implement revenue-generating strategies. \u00a0 I aim to accelerate consumer adoption of non-alcoholic beer while expanding Athletic Brewing\u2019s household penetration.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Before joining Athletic Brewing as its first-ever CMO in 2021, I founded a fitness technology startup called Instructrr. I also successfully led brands and teams at PepsiCo, American Express, and The HEINEKEN Company, where I developed strategic plans to reboot Dos Equis advertising.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I graduated from Trinity College in Hartford, Connecticut, with a B.A. in political science and received my MBA from Vanderbilt University\u2019s Owen Graduate School of Management.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Athletic Brewing is headquartered in Milford, Connecticut, and is a Certified B Corporation\u2122. In 2022, Athletic was selected as one of Ad Age&#8217;s Top 20 Hottest Brands and ranked as the 26th fastest-growing private company in America by Inc. Magazine. Athletic was also named one of TIME\u2019s \u201c100 Most Influential Companies.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: Tell us a little about your approach to marketing.<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At Athletic Brewing, our marketing all starts with our company mission.\u00a0 We are incredibly focused on helping people live happier, healthier lives and improving communities and the environment.\u00a0\u00a0<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We reinforce this notion through all of our marketing touchpoints, whether at a sampling table at the end of a 5k road race or by telling the founding story of our company.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: How were your marketing changed over the past few years?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Since I arrived in 2021, we\u2019ve rapidly expanded our retail footprint.\u00a0 We\u2019re now available for sale in all 50 states, with over 50,000 retail locations, including Walmart, Target, Whole Foods, Kroger, and more.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Our marketing has evolved to help support this expansion.\u00a0 While \u201cactive lifestyles\u201d will always be at our core, we\u2019re extending our presence in music and lifestyle.\u00a0 We want the brand to be more accessible to everyone seeking to drink more mindfully.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: We\u2019ve heard a lot about the rising role of A.I. in marketing in the past year. How much or how little are you using A.I. or automation in your marketing efforts?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We are using Generative AI for idea generation at this point.\u00a0 Given copyright and ethical issues surrounding the technology, we are cautious about how we\u2019re deploying it at this point.\u00a0 That said, we will continue to \u201ctest and learn\u201d as the technology evolves.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: In 2023, marketers have more channels to utilize than ever, from shoppable social to CTV to the traditional. Which channels are you using? Where are you seeing the most success?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019re moving towards media channels that are measurable vs. those that are not.\u00a0 We are constantly optimizing our marketing channels to optimize brand building and ROI.\u00a0 We also continue to do things that don\u2019t scale, like sampling.\u00a0 I can tell you how excellent our NA beer is, but once you try it yourself, you\u2019re more inclined to buy Athletic Brewing Co. products at retail, online, or at a bar or restaurant.\u00a0<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: What challenges do you anticipate facing in 2024? How do you plan on meeting those challenges?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Our biggest opportunity is to maintain our growth trajectory in a category that\u2019s added over 100 new entrants in this year alone.\u00a0 We want to be the #1 NA beer in America by offering the best-tasting beers with the most variety, all while delivering against our mission.\u00a0 We\u2019ll use a diverse, omnichannel approach to both content and channels.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: What is something you\u2019ve learned in your career that you would like to share with young SMB marketers entering the industry?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Start with the end in mind (easier said than done) and be comfortable taking a different path to get yourself there.\u00a0 Had I not veered off the marketing path to embark on my entrepreneurial journey, I wouldn\u2019t be in the role that I\u2019m in now.\u00a0 I strongly encourage you to listen to Andrew Huberman\u2019s podcast on <a href=\"https:\/\/www.youtube.com\/watch?v=aQDOU3hPci0\">Growth Mindset<\/a>.\u00a0 It\u2019s instrumental to continuing to grow and evolve in your career.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Andrew Katz is the chief marketing officer at Athletic Brewing Company, America\u2019s leading producer of non-alcoholic craft beer.<\/p>\n","protected":false},"author":7,"featured_media":5708,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[9],"topics":[2],"class_list":["post-5707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-smb","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - 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