• by Teresa Buyikian , May 8, 2025

Spring is here and along with it, endless youth sporting events that hold parents’ free time hostage throughout the summer. And one brand is trying to make those long hot days watching pitch after pitch for “Bleacher Parents” a little less painful.

Nonalcoholic beer Mash Gang has launched a Bleacher Parents Survival Kit, to “bring some comic relief and sideline solidarity to sports parents.” The limited-edition giveaway contains: a portable Mash Gang cooler, bleacher butt cushion, mini megaphone, snacks and a summer's supply of Mash Gang.

As the brand states, although Bleacher Parents are a long-overlooked group, these “snack-slinging, carpool-commanding MVPs show up rain or shine, making them a gang worth raising a can to.”

From May 6 though May 30, 2025, stressed-out parents can enter a sweepstakes to win the survival kit through TikTok @MashGang or on Instagram @mash_gang

Launched in the U.K. in 2020, Mash Gang began as homebrewing hobby in a shipping container during the pandemic. The brand has established itself with a range of nonalcoholic and low-alcohol (0.5%) beers that have similar complexity and quality as alcoholic brews.

The brand launched in the U.S. with its flagship brew Chug, which is a hazy IPA. In January the company expanded with  three new U.S. brews: Glug, a tropical take on a classic cerveza; Journey Juice, a sweet, sour and spicy IPA; and the limited edition Lesser Evil, which is a  chocolate cherry stout.

The brewer is backed by DioniLife, an exclusively nonalcoholic portfolio company which was founded in 2024 by executives from the spirits industry, including those from Diageo, Stoli Group, Guinness and Heineken.