Nashville Star Walker Hayes Collaborates with Athletic Brewing Co. to Launch Non-Alcoholic Beer

Nashville’s renowned country music star Walker Hayes ventures into a unique collaboration, this time not in melody but in malting. Hayes is teaming up with the Athletic Brewing Co., known for their non-alcoholic beers, to present ‘Fancy Like,’ a non-alcoholic beer named after Hayes’ chart-topping hit song. This rewarding partnership firmly aligns with Hayes’ journey of recovery from alcoholism, bringing a beer-worthy taste without the hangovers.

The Origin of Fancy Like

An avenue for sharing his struggles and recovery journey beyond music was an idea long nurtured by Hayes. As he embarked on this exploration, his chartbuster ‘Fancy Like’ served as a catalyst. Enjoying over six months at No. 1 on the Billboard Hot Country Songs Chart, the song became an emblem of Hayes’ challenging path. The simultaneous surge of non-alcoholic beers offered a perfect platform to Hayes, a fan of Athletic’s NA beers, and a sober-minded musician in an industry often centred around alcohol.

Andrew Katz, Chief Marketing Officer at Athletic, emphasizes the organic origin of this partnership. Hayes’ fondness for Athletic’s NA beers was noticed when he posted about it on social media, leading to discussions of collaboration. This resonated with his long-standing dream of brewing a non-alcoholic beer, allowing individuals like him to appreciate the taste, texture and culture revolving beer, less the intoxication and hangover.

Creation of the ‘Fancy Like’ NA Beer

The symbiosis of these ideas resulted in the creation of Fancy Like Classic American Pale, a non-alcoholic beer. Designed to offer a genuine beer taste without the alcohol, the final product reflects Hayes’ active involvement. He didn’t limit himself to lending his famed name but participated in crafting the flavor of the product. Hayes’ aspiration with ‘Fancy Like’ is to surprise individuals with its taste while amplifying the growing market of non-alcoholic beers. In the last few years, the category of NA beers has seen a robust growth in sales, reflecting a noticeable shift in consumer behavior.

Available in 25 states, including Tennessee, the Fancy Like beer can be ordered online from Athletic Brewing’s website. With presales beginning on April 10, the official sale will kickstart on April 25. The beer will also be for sale at Hayes’ performing concerts.

New Music and Tour: Hayes in Action

In addition to brewing, Hayes is also heralding fresh music and tour details. His latest music project, “Sober Thoughts,” will be released on Friday. It features two new tracks, “Beat the Bottle” and his first single “Same Drunk,” along with fresh versions of “Beer in the Fridge,” “AA” and “Drinkin’ Songs.”

Hayes’ Same Drunk Tour will commence on May 30 in Cincinnati and continue through September. As fans engage with Hayes’ soulful performance, they will also get to savor his Fancy Like beer. As Katz remarked, one can enjoy the brew from the concert’s opening till the encore, drink the six-pack, and reach home safe.

Melonee Hurt: Music and Music Business Analyst

Melonee Hurt covers music and music business at The Tennessean, part of the USA TODAY NETWORK — Tennessee.