The NFL Connection
When people hear that a professional NFL player co-founded a non-alcoholic beer company, the first question is always "why?" The answer is simpler than you'd think.
DeMarcus Lawrence has spent over a decade in the NFL — first as a dominant defensive end for the Dallas Cowboys, now bringing that same energy to the Seattle Seahawks. At the highest level of professional sports, recovery isn't optional. It's the difference between a 16-game season and an injury-shortened one. Every calorie matters. Every hour of sleep matters. Every decision about what you put in your body matters.
DeMarcus didn't stop drinking because someone told him to. He stopped because the math didn't work. Alcohol disrupts sleep, impairs recovery, adds empty calories, and degrades performance. For someone whose livelihood depends on their body performing at peak capacity, the choice was obvious.
But here's the thing: DeMarcus still wanted to be social. He still wanted to grab a beer with teammates after practice. He still wanted the ritual, the taste, the experience. He just didn't want the consequences.
Why Non-Alcoholic Beer?
The NA beer market was ripe for disruption. Most options tasted like compromise — thin, watery, vaguely beer-adjacent. DeMarcus and co-founder Julian Yakoo saw an opportunity: build a non-alcoholic beer that an NFL player would actually drink. Not as a sacrifice, but as a genuine preference.
"Give me a bag and a quarter-zip and I'll wear that to away games," DeMarcus has said about DrinkSip. That's not endorsement energy — that's ownership energy. He's not putting his name on a product; he's building one.
The partnership works because both founders bring different strengths. Julian brings the brand vision, the marketing acumen, and the deep understanding of the sober-curious consumer. DeMarcus brings credibility, authenticity, and proof that you can be elite without alcohol.
In-Store Activations
The DeMarcus effect is real, and it shows up most powerfully in retail. DrinkSip has run in-store sampling events at Total Wine locations across Texas and the Pacific Northwest. The results speak for themselves.
"We did in Texas, we had like 300 people wrapped around the store," says Dan Courtney, DrinkSip's head of sales. When DeMarcus shows up, people come. But here's the important part: they stay for the beer.
"People see him, they get it. In particular, the Total Wines when we're in there sampling." The celebrity draws the crowd, but the product converts them. That's the formula.
These activations aren't just marketing stunts. They're conversion events. People try DrinkSip Hazy IPA for the first time, realize it actually tastes like beer, and become repeat buyers. The DeMarcus connection gives them permission to try something they might have otherwise walked past.
Key activation results:
| Event | Location | Attendance | Conversion to Purchase |
|---|---|---|---|
| Total Wine Dallas | Texas | 300+ | High |
| Total Wine Fort Worth | Texas | 250+ | High |
| QFC Sampling Tour | Pacific NW | Multiple events | Strong repeat rate |
| Albertsons Boise | Idaho | 18 locations | Expanding distribution |
The Vision for DrinkSip
DeMarcus sees DrinkSip as more than a beverage company. It's a lifestyle brand built around the idea that you don't have to choose between fun and fitness. Between social life and health. Between taste and responsibility.
The athlete-to-entrepreneur pipeline is well-worn, but DeMarcus is doing it differently. He's not licensing his name — he's in the meetings, he's at the tastings, he's sampling product at retail. When DrinkSip makes a decision about flavor, ingredients, or brand direction, DeMarcus has a seat at the table.
For young athletes watching, the message is clear: you can build something meaningful beyond your playing career. And you can do it while you're still playing.
FAQ
Is DeMarcus Lawrence really a co-founder of DrinkSip?
Yes. DeMarcus Lawrence is a co-founder and active partner in DrinkSip, not just an endorser or brand ambassador. He's involved in product development, brand strategy, and retail activations.
Does DeMarcus Lawrence actually drink DrinkSip?
Yes. DeMarcus regularly drinks DrinkSip as part of his lifestyle, both during and outside of NFL season. He represents DrinkSip at team events and has been seen with the product at away games.
Where has DeMarcus done DrinkSip events?
DeMarcus has appeared at Total Wine locations in Texas (Dallas and Fort Worth), QFC stores in the Pacific Northwest, and at various industry events. In-store activations have drawn crowds of 300+ people.
What team does DeMarcus Lawrence play for?
DeMarcus Lawrence currently plays for the Seattle Seahawks as a defensive end. He previously spent nine seasons with the Dallas Cowboys, where he was a two-time Pro Bowl selection.
