Athletic Brewing Company Joins Maxxis Eastern States Cup as Official Non-Alcoholic Beer Partner

Athletic Brewing Company is now the official non-alcoholic beer partner of the Maxxis Eastern States Cup, with the Guilford, Connecticut brewery set to plant a tent and cooler next to the results trailer at every event on the 2026 schedule, which kicks off April 26 at Diamond Hill in Rhode Island.

The Eastern States Cup framed the pairing around a familiar post-race dilemma: "For anyone who likes a cold beer after a long day of racing but still wants to stay sharp for the drive home or the next day's stages, this is a perfect fit." Athletic Brewing's award-winning non-alcoholic brews are designed to handle exactly that situation, and the on-site tent is meant to function as more than a cooler stop. According to the ESC announcement, "It's going to be the main spot for racers, friends, and families to hang out, swap stories from the trail, and check the live standings."

The partnership news arrived alongside the return of the Thule Showdown Series, which the ESC describes as weekends where both Downhill and Enduro run at the same venue, giving competitors a shot at earning 110% series points. Those double-discipline weekends have historically been the pressure points of the ESC calendar, and their return under the Thule banner adds structure to the points race heading into the season.

The 2026 schedule, presented by MTB Shock Lab, mixes proven terrain with new stops. Returning classics include Mount Snow, Killington, and Thunder Mountain. Highland Mountain Bike Park gets a highly anticipated DH race, while Norbrook Brewery and Otis Mountain appear as first-time ESC venues. The fact that one of the new venues is a brewery is either a coincidence or a sign the ESC knows its audience.

The series also continued pushing its Women's Mentorship program, which pairs women newer to Enduro with pro-level guidance on track. The ESC described the intent plainly: "It's all about growing the community and having a good time on bikes."

The full event calendar beyond the April 26 Diamond Hill opener is available on the Maxxis ESC website.