Milford Non-Alcoholic Beer Company Partners With Country Music Artist

MILFORD, CT — Country singer-songwriter Walker Hayes is partnering with Milford-based Athletic Brewing Co. to promote its new non-alcoholic beer. Athletic will be premiering its classic American pale, "Fancy Like."

Athletic, the country’s largest non-alcoholic beer producers, has a 150,000-square-foot Milford facility that opened in 2022.

Hayes, A Nashville-based artist who was nominated for a Grammy Award, is best known for his 2021 hit song "Fancy Like."

Hayes was jokingly named Athletic's "chief fancy officer" in anticipation of the brew.

"Fancy Like is a no-frills non-alcoholic beer made for easy drinkin' and simple livin'," Athletic said in a statement.

Hayes gave up alcohol eight years ago. He discovered Athletic brews in 2022 and began posting about the brand on social media.

Hayes also took Athletic brews on tour with him for his headlining arena tour, The Duck Buck Tour, last summer.

"Before Walker was Athletic Brewing's Chief Fancy Officer, he was a fan," Andrew Katz, Athletic's chief marketing officer, said in a statement. "After seeing his passion and enthusiasm for the brand, we knew we needed to bring him in to work with our team. Now, not only are we the number one non-alcoholic beer brand in America over the last 26 weeks, but our fancy levels are accelerating faster than ever before."

His "Same Drunk" tour will kick off May 30 in Cincinnati.

Launched in 2018, Athletic Brewing is the leading non-alcoholic beer brand in the U.S., with over 18% market share, according to the company.

See related: Non-Alcoholic Athletic Brewing Opens Milford Facility