The airline will serve Athletic Brewing Company’s Upside Dawn Golden beginning this month, the companies announced in a joint statement. Upside Dawn is described as "a bright and light-bodied brew" with "floral and earth notes."
Recent surveys have suggested that a growing number of consumers are interested in the idea of being "sober curious," or a term popularized on social media for actively drinking less alcohol or not drinking at all.
Research published in January found that 34% of Americans intended to drink less in 2023.
Over half (56%) of the non-drinkers surveyed by research firm NCSolutions said the primary reason was simply that they didn’t want to drink, with more women (64%) than men (48%) feeling this way. Health reasons and a history of addiction in the family were also identified as reasons for abstaining from alcohol.
The market for non-alcoholic beverages has also boomed in recent years. Data from IWSR Drinks Market Analysis published in December forecasts 25.4% growth in non-alcoholic offerings in the U.S. through 2026, and 5.9% growth in the low-alcohol segment during the same period.
Athletic Brewing said it developed a proprietary brewing method to craft its non-alcoholic beers. Instead of using an alcohol removal process, the company fully ferments its beverages to be less than 0.5% ABV – which is the legal limit for non-alcoholic beer in the U.S.
FILE - ans of beer are packed at Athletic Brewing’s non-alcoholic brewery and production plant on March 20, 2019, in Stratford, Connecticut. (Photo by Spencer Platt/Getty Images)
"We're excited to take flight with JetBlue and allow flyers to relax at 35,000 feet with a great-tasting alternative to full-strength brews," Bill Shufelt, Athletic Brewing co-founder and CEO, said in a statement. "This is a huge milestone for Athletic and a key partnership for us in the travel industry."
This story was reported from Cincinnati.