EXCLUSIVE: Nashville music star Walker Hayes, Athletic Brewing release Fancy Like NA beer
Country music star Walker Hayes is no stranger to creative collaborations. But his latest is definitely his most unique.
Hayes has joined forces with Athletic Brewing Co., brewers of non-alcoholic beers, to create Fancy Like, a non-alcoholic beer named after Hayes' biggest hit, "Fancy Like," which spent more than six months at No. 1 on the Billboard Hot Country Songs Chart.
It's a collaboration that has been nearly two years in the making.
Hayes, who has been sober for eight years and has been very vocal about alcoholism, sobriety and his struggles with both, began exploring ways to use his story beyond music.
"A huge part of my story on the album 'Country Stuff' is my recovery," Hayes told The Tennessean. "I've built this arsenal of music around addiction and recovery. When 'Fancy Like' exploded, people were able to dig deeper. It’s not just the Applebee's song. This guy has a story he’s wiling to tell."
All of the taste — none of the hangover
Early on in his sobriety, Walker said he came across non-alcoholic beer, or "NA" beer as it is commonly known, with some of his favorites being brewed by Athletic Brewing Co.
"I am sober, but my life revolves around drinking because I am a touring musician," he said. "I throw these mega parties from Wednesday through Sunday on tour, and me and my family are the only sober people in the room."
Hayes began posting on social media about his love for the Athletic's NA beers.
Andrew Katz, chief marketing office at Athletic, said what he loves about the relationship with Hayes is that it came about organically.
"He was a big fan, posting about us on Instagram," Katz said, "so our team started DMing him, saying, 'Do you want to do something?' It was born out of this very authentic appreciation he had for Athletic."
At the same time a friend of Hayes had an idea.
"Me and a buddy had discussed this years ago," Hayes said. "He was also sober, and he suggested 'You should just make one.' That’s been a dream that Athletic has let come to fruition."
"When I reached out to Athletic, we learned the owner, Bill (Shufelt), and I's stories are kind of the same. We don’t drink, we love the taste of beer, the experience of beer, everything beer goes with but we don’t need the drunk part. The hangover."
'Fancy Like' in a can
The result of these ideas colliding is Fancy Like Classic American Pale, a beer that looks like a beer and tastes like a beer — without the alcohol.
The taste was something Hayes was very involved in. Rather than just putting his name on a the product, he jumped in and helped create what would become the final product.
"They were so kind to collaborate with me," he said. "This isn't just merch to me. I'm behind what it tastes like. Athletic could have easily called me up and said, 'You've got followers, do you want to put your name on a beer?' But that's not what they did. They invited me along on the adventure. That was important to me. I want people to be shocked when they taste how good it is."
Non-alcoholic beers as a category have grown by double digits year-over-year since NielsenIQ started tracking sales. In 2018, NA beers were a $135 million business. In 2023, $487 million. Through March 23, the category has grown 32.6% over the same time period last year.
Fancy Like beer will be available in 25 states, including Tennessee, and can be ordered from athleticbrewing.com. Presales of the brew begin April 10, and it officially goes on sale April 25. Hayes will also sell Fancy Like at his shows.
Beer launch coincides with new music and tour
Hayes hasn't just been busy developing beer. On Friday, he is releasing his newest music project, "Sober Thoughts," and the details of his upcoming Same Drunk Tour.
"Sober Thoughts" contains two new tracks, "Beat the Bottle" and his first single "Same Drunk," along with re-recorded versions of "Beer in the Fridge," "AA" and "Drinkin' Songs."
"We’ve had a song called the 'Same Drunk" and the hook is 'same drunk, different beer," Hayes said. "You’ve replaced it with something else. We’re all bouncing from coping mechanism to coping mechanism. It’s anthemic and fun."
Trends: Sports drink to table service: Non-alcoholic beer gains new audience, popularity
Live music: Nashville program brings live music – and hope – to prisons: 'I've seen grown men weep'
The tour will kick off on May 30 in Cincinnati and run through September.
And yes, fans will be able to enjoy a Fancy Like beer while they listen to Hayes sing "Fancy Like."
"We love that you can drink it from opening to encore," Katz said. "You can drink your six-pack and still get home safe."
Walker Hayes' Same Drunk Tour dates
May 30 - PNC Pavilion at Riverbend — Cincinnati
May 31 - The Mill — Terre Haute, Indiana
June 1 - Jolt Credit Union Event Park — Saginaw, Michigan
June 14 - Anselmo Valencia Tori Amphitheater (AVA Amphitheater) — Tucson, Arizona
June 15 - Harrah's Resort Southern California – The Events Center Valley — Center, California
June 20 - Jacobs Pavilion — Cleveland
June 21 - Stage AE – Outdoors — Pittsburgh
June 29 - Hard Rock Live at Seminole Hard Rock Hotel & Casino Hollywood — Hollywood, Florida
June 30 - Seminole Hard Rock Hotel & Casino – Hard Rock Event Center — Tampa, Florida
July 5 - Hollywood Casino Outdoor Concert Series at the myheros Stage — Grantville, Pennsylvania
July 6 - Catholic Health Amphitheater at Bald Hill — Farmingville, New York
July 7 - Cape Cod Melody Tent — Hyannis, Massachusetts
July 12 - FireKeepers Casino — Battle Creek, Michigan
July 14 - The Devon Lakeshore Amphitheater — Decatur, Illinois
July 18 - Harrah's Council Bluffs — Stir Concert Cove — Council Bluffs, Iowa
July 20 - Azura Amphitheater — Bonner Springs, Kansas
July 26 - River Spirit Casino Resort – The Cove — Tulsa, Oklahoma
July 27 - Riverwind Casino —Norman, Oklahoma
Aug. 8 - The Fruityard — Modesto, California
Aug. 9 - Britt Pavilion — Jacksonville, Oregon
Aug. 12 - Hayden Homes Amphitheater — Bend, Oregon
Aug. 14 - Sandy Amphitheater —Sandy, Utah
Aug. 15 - Amphitheater at Las Colonias Park — Grand Junction, Colorado
Aug. 16 - Gerald R. Ford Amphitheater — Vail, Colorado
Aug. 17 - Sunset Amphitheater — Colorado Springs, Colorado
Aug. 29 - Empower Federal Credit Union Amphitheater — Syracuse, New York
Aug. 30 - Maine Savings Amphitheater — Bangor, Maine
Aug. 31 - Hartford HealthCare Amphitheater — Bridgeport, Connecticut
Sept. 1 - Broadview Stage at Saratoga Performing Arts Center — Saratoga Springs, New York
Melonee Hurt covers music and music business at The Tennessean, part of the USA TODAY NETWORK — Tennessee. Reach Melonee at [email protected], on X @HurtMelonee or Instagram at @MelHurtWrites.
This article originally appeared on Nashville Tennessean: Nashville brewing: Walker Hayes to release non-alcoholic beer
