Non-alc Brewer Ranks No. 8 on Axios-Harris Poll for Most Admired Firms

Athletic Brewing Co., a non-alcoholic craft beer producer, was the eighth most admired American company when Harris Poll and Axios surveyed consumers to see which firms were enjoyed the best reputations. The only other bev/al firm in the top 100 was Anheuser-Busch InBev, which weighed in at No. 77.

No other supplier – not a winery, not a distillery, not another brewery --made the Top 100. Athletic ranked No. 11 for trust, No. 7 for culture, No. 4 for ethics, No. 19 for vision, No. 15 for products and services, No 2 for relevance, No. 5 for character, and 1th for trajectory.

Companies of all types are benefiting, the poll says, as a chotic news cycle and fragmented news consumption habits make it easier for consumers to quickly move on from scandals. At one level, the should reduce the impact of anti-alcohol propaganda. At another, however, repetition can embed anti-alcohol propganda into the public's mind.

Athletic benefits from its non-alcohol association with good health (never mind the association of red wine, in particular, with cardiovascular health). It's no accident that Michelob Ultra, A-B's No. 1 brand right now, is marketed to those seeking to be physically fit.

Another plus for both companies is both Athletic and A-H InBev stay away from political controversy. "To be in the center is actually really hot and really appealing," said John Gerzema, CEO of The Harris Poll.

A-B has spent decades making friends. Indeed, internally for years under the Busch family, the maker of Budweiser proclaiming "making friends is our business." Indeed, as it rolls out announcement of upgrades to its breweries, A-B is emphasizing not production efficiencies but rather the launch of skills training programs at breweries and other locations.

Athletic's advertising wraps product quality with people and with the idea of progress. "Life is a journey," one spot says. "We may not always know where we're going, but we like to think we going with a purpose and with the people and things (cut to three-second shot of Athletic cans) we love."

As for A-B, after a disasterous experience with an influencer that knocked Bud Light from its perch as the No. 1 U.S. beer, A-B has returned to tried-and-true advertising themes of good times, sports, the Clydesdates and support for the U.S. military.