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Brewers Appointed New Marketing Chiefs in September

Boston Beer and Athletic Brewing named new leaders to navigate a changing market for alcohol consumption.

Updated on Oct. 2, 2026 in Beer

Bold vector illustration featuring a beer can and a non-alcoholic beverage bottle, representing the shift in brewing industry marketing strategies.
Boston Beer and Athletic Brewing have appointed new chief marketing officers to navigate evolving consumer preferences and changing alcohol consumption patterns. AI Illustration. Upload story photo >

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In September 2026, Boston Beer and Athletic Brewing appointed new chief marketing officers to adjust their strategies amidst shifts in industry volume. These personnel moves come as brewers face declining craft beer sales and increased consumer interest in nonalcoholic alternatives.

Why it matters

Rising health concerns and changing lifestyle habits have altered alcohol consumption patterns for 54% of the U.S. adult population. Consequently, breweries are recalibrating their marketing investments to address both declining traditional volumes and the rapid growth of the nonalcoholic category.

The number of nonalcoholic beer producers increased by 134% between 2021 and 2025. Meanwhile, Boston Beer revenue fell 3.3% to $568.3 million in Q2 2026, even as the firm increased advertising and promotion expenses by 16.4%.

The players

Boston Beer

This major American brewery is the producer of brands like Samuel Adams and Truly Hard Seltzer.

Athletic Brewing

This company is a prominent manufacturer specializing in nonalcoholic craft beer.

Allison Stransky

She is the newly appointed chief marketing officer for Boston Beer starting in October 2026.

Dan Kleinman

He is the new chief marketing officer for Athletic Brewing who replaces Andrew Katz.

Andrew Katz

He is the former chief marketing officer of Athletic Brewing who is being replaced by Dan Kleinman.

The details

Allison Stransky has been named the new CMO for Boston Beer, while Dan Kleinman replaces Andrew Katz at Athletic Brewing. To manage recent financial pressures, Boston Beer intends to reduce planned incremental advertising spending by $20 million, whereas Athletic Brewing is scaling up with a 120% projected increase in national media spend.

Timeline

  1. The number of nonalcoholic beer companies increased 134% from 2021 to 2025.

  2. The total number of breweries declined 1.8% between June 2025 and June 2026.

  3. Boston Beer reported a revenue decrease in Q2 2026.

  4. Boston Beer and Athletic Brewing appointed new CMOs in September 2026.

  5. Allison Stransky begins her role at Boston Beer on October 12, 2026.

Culture Shift

This story reflects a broader contraction in the craft beer industry, underscored by the 1.8% decline in total U.S. breweries between June 2025 and June 2026. As the sector faces consolidation, companies are shifting resources toward nonalcoholic segments to stay relevant to changing consumer demographics.

Shoppers may notice shifts in branding and increased advertising for nonalcoholic beer options in local stores. These changes reflect an industry-wide effort to align product availability with the growing consumer preference for low-ABV or alcohol-free beverages.

The takeaway

The pivot toward nonalcoholic marketing highlights how even major established breweries must adapt to survive current declines in alcohol consumption. Consumers can expect to see more nonalcoholic alternatives hitting shelves as brands compete for a share of the health-conscious market.

Further reading

For more on the current state of the industry, visit the Beer section.

Source note: This article includes information reported by Marketing Dive.

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Are you changing how much you spend on alcoholic or nonalcoholic beverages this year?