A Grammy-nominated country singer and self-proclaimed former “alcoholic atheist” has partnered with Milford-based Athletic Brewing Co. to promote a new non-alcoholic beer.
In a tongue-in-cheek press release Wednesday, Athletic Brewing said it had named Walker Hayes its CFO, or “chief fancy officer.”
Hayes, who is kicking off The Same Drunk Tour, is known for his 2021 hit song, “Fancy Like.”
The Nashville-based singer-songwriter is working with Athletic Brewing to craft a new American Pale ale, also called Fancy Like.
“Fancy Like is an all-American brew made for pilsner lovers,” Hayes said. “It’s crisp, clean, and as traditional as they come.”
Hayes, who stopped drinking alcohol eight years ago, has been a fan of Athletic Brewing’s non-alcoholic offerings since 2022.
“Before Walker was Athletic Brewing’s chief fancy officer, he was a fan,” said Andrew Katz, Athletic Brewing’s chief marketing officer. “After seeing his passion and enthusiasm for the brand, we knew we needed to bring him in to work with our team.”
Athletic Brewing launched a presale on its website, and the new beer officially goes on sale on April 25.
Six-packs of Fancy Like will be available at retailers in 25 states, including Connecticut.
Each can has less than 0.5% alcohol by volume, and contains 60 calories and 2 grams of carbohydrates.
Launched in 2018, Athletic Brewing is the largest non-alcoholic beer brand in the U.S., with over 18% market share, the company said.
