Allagash appoints Matt Place as national sales director. Allagash Brewing has appointed Matt Place to lead its sales team as national sales director, the company announced Tuesday. Place returns to his home state of Maine from dedicated non-alcoholic beer maker Athletic Brewing where he worked his way up to lead the East Coast as VP of sales, covering 17 states and more than 80 distributors. In his new role, he'll lead a team of more than 30 and will serve on Allagash's executive team. Unlock the articles, expert interviews, and data reports that power the beer and beyond industry. Join its community and stay ahead with exclusive insights from Brewbound.

Athletic Brewing brings award-winning Non-Alcoholic Beer to MetLife Stadium. Aug 11, 2026 Athletic Brewing Company, America's largest dedicated non-alcoholic brewer, today announced a new multi-year agreement with MetLife Stadium, one of the country's premier sports and entertainment venues. Under the agreement, Athletic Brewing will become a Proud Non-Alcoholic Beer Partner of MetLife Stadium, the New York Giants, and the New York Jets. The arrival of Athletic Brewing's award-winning non-alcoholic beer at MetLife Stadium, alongside the New York Jets and the New York Giants, represents a first-of-its-kind milestone for all four organizations. It marks Athletic Brewing's first formal sponsorship of two professional football teams and a professional football stadium, a major step in the company's mission to elevate the modern fan experience by bringing great-tasting non-alcoholic beer to more people across more occasions. It is also the first time MetLife Stadium and its two home teams have aligned with a dedicated non-alcoholic brewer in this capacity. "We're thrilled to team up with MetLife Stadium, the New York Giants, and the New York Jets to bring Athletic's great-tasting brews to one of the most exciting venues in sports and entertainment," said Bill Shufelt, Co-Founder and CEO of Athletic Brewing Company. "This is an exciting step forward in our mission to revolutionize the way the world drinks and make modern moderation more accessible. We can't wait for Athletic to become the game day ritual fans count on, from the tailgate to the final whistle." As part of the agreement, fans can enjoy 19.2 oz. cans of Run Wild IPA and Upside Dawn Golden at locations throughout MetLife Stadium. Athletic will also be integrated throughout the game day and live entertainment experience through video board content and interactive fan promotions. Fans will also see Athletic branding across prominent stadium placements, including concourse displays, pylons, LED displays, menus, retail kiosks, and digital highway signage near the Stadium. During the season and beyond, guests will see Athletic integrated across MetLife Stadium and New York Jets and New York Giants media platforms. On select game days, fans can discover Athletic's award-winning flavor firsthand through product sampling and interactive activations. "Delivering an exceptional experience for every guest is our highest priority at MetLife Stadium," said Ron VanDeVeen, President & CEO, MetLife Stadium. "As the live event experience continues to evolve, we are committed to offering amenities that reflect the preferences of all guests. Partnering with a non-alcoholic brewing pioneer like Athletic allows us to broaden our beverage offerings, provide greater choice, and further shape the experience for all guests who visit MetLife Stadium throughout the year." Athletic will reach fans beyond the stadium across New York Giants and New York Jets television, radio, digital, social media, and fan-engagement platforms. Athletic will also participate in both teams' training camps, community initiatives, and select events, creating additional opportunities to connect with fans throughout the season and across the New York metropolitan area. Later this year, Athletic Brewing plans to release special-edition packaging celebrating the New York Jets and New York Giants. Football fans in the Tri-State area will be able to purchase 12-packs of Run Wild IPA featuring the New York Giants logo and 12-packs of Upside Dawn Golden bearing the New York Jets logo. The sponsorship further reinforces Athletic's leadership across the sports and entertainment landscape, bringing its non-alcoholic beer to more fans and more of the moments that matter. Athletic is already served at more than 200 venues nationwide, and the company maintains major partnerships spanning professional soccer, baseball, lacrosse, hockey, college athletics, endurance events, outdoor sports, and live music. Founded by Bill Shufelt and John Walker, Athletic pioneered a proprietary method for making non-alcoholic beer, re-engineering nearly every step of the brewing process through hundreds of small-batch trials. This innovative approach has made Athletic the most highly awarded non-alcoholic brewer of the past decade, with more than 200 prestigious taste awards. The company produces nearly 50 NA beers annually and is the best-selling NA craft beer brand in the U.S., with over 50% market share - outselling the next 100 NA craft brands combined and leading its closest competitor by 44 share points[1]. [1] NielsenIQ, Total US xAOC + Liquor Open State + Conv, Latest 52 Wks ending 7/11/26

The Intrepid Foundation returns to the Grand Canyon for third annual fundraising trek, welcomes REI co-op, Athletic Brewing, and adventurer Alex Haraus as new partners. 31 July 2026 The Intrepid Foundation - the non-profit arm of Intrepid Travel, a global leader in responsible travel - announced the return of its annual fundraising trek through the Grand Canyon, taking place October 13-17, 2026. Now in its third year, the trek is organized through The Intrepid Foundation in partnership with the Grand Canyon Conservancy, the official non-profit partner of Grand Canyon National Park, with logistical support from Wildland Trekking. This year's trek welcomes new partners, REI Co-op and Athletic Brewing Company, as well as adventurer and environmentalist Alex Haraus, joining The Intrepid Foundation in the effort to raise $75,000 for the Conservancy's work protecting and preserving one of the seven natural wonders of the world. A small group of nine hikers will trek from the north to south rim alongside two professional Grand Canyon Conservancy guides, learning about the park's history and geology while camping under the stars. Because The Intrepid Foundation covers all administrative and operational costs, 100% of funds raised go directly to the conservancy, supporting Indigenous communities connected to the park, wildlife and ecosystem preservation, and visitor experience programs. "The Grand Canyon Conservancy partnership is one I'm especially proud of," said Matt Berna, Senior Vice President, North America at Intrepid. "Now, more than ever, national parks need our support. The devastating North Rim wildfire last year underscores the importance of funding conservation efforts, visiting responsibly, and standing behind the people who protect these parks. Getting to hike alongside Conservancy guides and see their work up close is a powerful reminder of what's at stake. And I'm very proud that every dollar we raise goes straight back into protecting this place for the people who come after us." "Grand Canyon is a place where people come to heal, reconnect, and experience the profound well-being that nature can inspire," said Liz Silkes, CEO of Grand Canyon Conservancy. "We're incredibly grateful to partner with organizations like Intrepid Travel, REI Co-op, and Athletic Brewing that recognize the transformative power of this extraordinary landscape. Their support helps ensure that future generations can continue to find inspiration, renewal, and connection at Grand Canyon while protecting the park's natural and cultural treasures." "Grand Canyon National Park is one of the country's most iconic and inspiring landscapes, and a crown jewel of our public lands," said Alex Boian, Director of Government and Community Affairs for REI Co-op. "As a longtime advocate for the stewardship of this remarkable place, REI is proud to support efforts that help protect and preserve it for future generations. We're honored to continue that commitment alongside The Intrepid Foundation, Athletic Brewing, and Alex Haraus." "The passion for maintaining trails and protecting outdoor space has been a part of our company's DNA since day one," said Cara Wilson, Impact Manager at Athletic Brewing Company. "Through our Two For The Trails grant program, we've invested over $8 million since 2018, and we are thrilled to support this important fundraising effort to help revitalize the trail systems in the Grand Canyon." The Grand Canyon is one of the Seven Natural Wonders of the World and a UNESCO World Heritage site, but climate change and aridification are affecting the park's water sources, threatening fish species and fragile habitats. Through The Intrepid Foundation, donations to Grand Canyon Conservancy support the elevation of Indigenous voices, the restoration of wildlife habitat along the Colorado River, the preservation of dark skies and historic structures, and the maintenance of backcountry trails. The partnership between The Intrepid Foundation and Grand Canyon Conservancy comes at a critical moment for the National Park System. America's national parks attracted more than 330 million visitors last year and generated over $56 billion in economic output, yet the National Park Service lost more than 24% of its permanent workforce - over 4,000 staff - since January 2025. Parks are being asked to do more with dramatically less. Against that backdrop, The Intrepid Foundation's work with Grand Canyon Conservancy is one direct way to channel support into protecting these landscapes for future generations. Those interested in joining The Intrepid Foundation, REI, and Athletic Brewing Company's efforts can contribute directly at grand-canyon-conservancy-fundraising-trek-2026.raiselysite.com. Contributing members are responsible for the accuracy of content contributed to the Member News section of AdventureTravelNews.