America's largest dedicated non-alcoholic brewer, Athletic Brewing Company, has partnered with cult-favorite pantry brand Graza to release Cold Off The Press, a limited-edition NA pilsner brewed with Graza Extra Virgin Olive Oil. The 6-pack of 12-oz. cans went on sale September 23 exclusively through athleticbrewing.com, while supplies last.
How Olive Oil Fits the Brew
The olive oil isn't a flavoring agent — it never makes the beer taste like olive oil. Instead, Athletic's brewing team incorporated Graza EVOO during the fermentation stage, where it acts as a nutrient source to nourish the yeast. The result is a classic pils profile: floral, herbal, and lemon aromas with a clean, dry finish. Each 12-oz. can checks in at under 0.5% ABV, 60 calories, and 14g of carbohydrates, with 0g of fat and 0g of protein — specs that position it squarely in the better-for-you beverage segment that has driven explosive growth in non-alcoholic beer and craft beverage innovation.
"We love collaborations that push us outside the traditional boundaries of brewing," said John Walker, Co-Founder and COO of Athletic Brewing Company. "Cold Off The Press gave us a chance to bring that shared curiosity into the brewhouse, challenge ourselves to think differently, and create something entirely new."
Why This Pairing Works for Operators
For on-premise operators, Cold Off The Press arrives at a moment when NA beer is rapidly earning serious menu real estate. Athletic is already the number-one non-alcoholic beer brand in the U.S. by NielsenIQ data, and a top-15 U.S. brewing company overall. Cross-category collaborations like this one — pairing a beverage brand with a premium pantry ingredient — signal a broader trend toward food-forward, ingredient-conscious NA products that can anchor mocktail menus or serve as beverage pairings in fine-casual and full-service dining settings. The brand specifically calls out pizza, grilled vegetables, charcuterie, salty snacks, and large-format sandwiches as ideal pairings, giving operators a ready-made talking point for tableside recommendations.
Graza, founded in 2021, has grown to become the fifth-largest olive oil brand in the U.S. in under four years, with a presence in over 28,000 retail doors. Its squeeze-bottle format and emphasis on ultra-fresh, accessible EVOO have built a loyal following among culinary-minded consumers — exactly the demographic driving the premium NA beer occasion. Andrew Benin, CEO and Co-Founder of Graza, noted the shared ingredient philosophy: "Athletic brings the same energy, curiosity, and attention to ingredients and flavor that we do. Cold Off The Press is super drinkable and one of the more deliciously adventurous places we've taken olive oil."
The product name itself plays on both brands' processes: cold-pressing olives for extra virgin olive oil mirrors the crisp, refreshing character Athletic pursues in its brewing. Athletic has earned more than 200 taste awards since launching commercially in 2018 and operates breweries in Connecticut and California. As NA beer continues to evolve beyond simple alcohol-removal techniques, ingredient-driven releases like this one push restaurant beverage programs to rethink what belongs on a curated drinks list — alcoholic or not.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
