World’s first pre-workout brew introduced by Super Coffee and Athletic Brewing

World’s first pre-workout brew introduced by Super Coffee and Athletic Brewing

March 1 - 2023

Coffee Geography Magazine

Athletic Brewing Company, America's leading producer of non-alcoholic craft beer, has teamed up with Austin-based Super Coffee, the third-largest bottled coffee brand in the U.S., on the world's first pre-workout brew. 

Called Suped Up, the new non-alcoholic beer was inspired by the power of positive energy and the grind of endless grit. It is brewed with high-quality coffee and spent brewer's grains. The result is a rich, Extra Dark brew that is full-bodied and contains 5 grams of protein. 

"Suped Up is a wonderfully balanced brew made with two pounds of coffee per barrel and upcycled barley rice protein," said Athletic Brewing Co-Founder and Chief Product Officer John Walker. "It took us several months to develop and refine our process, but we're super excited with the final recipe. It has distinct roasty and chocolaty notes with a pop of bold coffee flavor."

The idea for Suped Up was born out of a friendship between Athletic Brewing co-founder Bill Shufelt and Super Coffee co-founder Jimmy DeCicco. The pair met at a fitness event in 2021 and quickly bonded over the daily grind of entrepreneurship. Shufelt and DeCicco would periodically check in with one another to share ideas, and quickly recognized an overlap in their respective customer bases. 

"There is so much crossover between customers who reach for Super Coffee and those who keep Athletic Brewing in their fridges," said DeCicco. "We thought it would be fun to team up and give our audiences a beverage that combines the best of both worlds – a protein coffee in a non-alcoholic beer format." 

To promote the new brew, the two companies created a catchy jingle and commercial that will run across social media platforms like YouTube, Instagram, and TikTok. 

The ad features four athletes – including Athletic Brewing ambassador Brian Mazza, fitness influencer Matt Choi, personal trainer Tara Nicole, and Austin-based creator Rose Lichtenfels – working out in lumberjack outfits while drinking Suped Up. 

"More than anything, we wanted to have fun with this collaboration," said Shufelt. "Nevertheless, Suped Up was a unique technical challenge for our brewing team, and an exciting opportunity for us to continue pushing the boundaries of what's possible in non-alcoholic beer."

An unofficial Suped Up launch party will be held in Austin on Monday, March 13, 2023. 

The event, taking place at The Kollective social performance club during SXSW, will feature a panel discussion on the intersection of sports and business hosted by media personality Darren Rovell and featuring former professional cyclist Lance Armstrong, former professional football player Desmond Howard, and author Amy Jo Martin. The Kollective founder Jeremy Hills will also speak at the event. 

Founded in 2017 by Bill Shufelt and John Walker, Athletic Brewing is America's leading producer of non-alcoholic craft beer. Athletic has custom breweries in Milford, Connecticut, and San Diego, and donates up to $2 million of all sales to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Plus, as a part of its IMPACT Program, 1% of revenue goes to non-profit organizations that support positive impact and opportunity from the ground up. As of 2022, Athletic Brewing is proudly a Certified B Corporation™. Its full-flavored near beers and hop-infused sparkling waters are available on www.athleticbrewing.com. 

Super Coffee was founded in 2015 by Jimmy, Jake, and Jordan DeCicco. Super Coffee's sugar-free formula blends protein with healthy fats from coconut oil and two cups of coffee in every bottle for a low-calorie energy boost. The company is based in Austin, TX with over 100 employees nationwide. Today, Super Coffee is available in over 50,000 retail stores across the country and is the third largest bottled coffee in the U.S. behind Starbucks and Dunkin.