International soccer fans are arriving in Atlanta this summer. For local businesses, the challenge is clear: how to unite diverse crowds and provide genuine hospitality. With city streets packed near the stadium, visitors want a local experience that connects them to the culture of the city.
Atlantucky Brewing, founded by Nappy Roots, offers a solution with their new World Class Pilsner. Brewed in collaboration with SweetWater Brewing, this beer is designed for a global audience. Located in the Castleberry Hill neighborhood, the brewery is preparing to host fans from around the world. In this interview, Skinny DeVille explains the strategy behind the new release and how they set up the taproom for these events.
Q: What inspired Atlantucky Brewing to develop the World Class Pilsner specifically for this summer's soccer events in Atlanta?
Skinny DeVille:Honestly, it was kind of a no-brainer once we thought about who was about to come through Atlanta. We're two blocks from the stadium, so me and Scales sat down and asked ourselves, what can we make that represents us and the city but still makes sense to somebody coming here from another part of the world?
We wanted something light, crisp, crushable and easy to enjoy, something that could welcome people into Atlantucky, whether they already knew craft beer or were just looking for a cold beer before the match. We also knew the crowds were going to be big, so we wanted to make sure we had enough beer to keep up with the demand. That’s where working with SweetWater really made sense. The world was coming to Atlanta, and we wanted to have something ready for them.
Q: How did the collaboration with SweetWater Brewing come to life for this major release?
Fish Scales: SweetWater's been part of Atlanta's beer story for a long time, so when it came to doing something at this scale for the city, it made sense to link up with them. We reached out to our close friend Nick Nock at SweetWater, and with them being one of the biggest breweries in the state, it felt like the perfect collaboration.
We’ve always believed in collaboration over competition. That’s how we came up in the music business, and that’s how we’ve approached beer. SweetWater's got the experience brewing at a big scale, and we brought the Atlantucky flavor and culture into it. Two Atlanta staples putting one beer out for the world to try.
We didn’t want to just put two names on something and call it a collaboration. We spent about six weeks getting the beer together and making sure it was something both sides could really stand behind.
Q: Situated close to the stadium, how does the taproom prepare for such a massive influx of international visitors?
Skinny DeVille: We treat it like a big family reunion. You know people are coming, you know it's going to be crowded, so you make sure everybody gets taken care of.
We staffed up, extended our hours around match times, slimmed down the menu so the paninis and flatbreads could move fast for a crowd, and added gratuity during those high-volume periods to make sure our staff was taken care of too. But more than logistics, it's about keeping the spirit in the room, making sure Atlantucky still felt like Atlantucky even when it was packed.
Our hospitality is real. You can walk in not knowing anybody and leave feeling like you met half the room. We wanted somebody from the DR Congo standing next to somebody from Buckhead, pilsner in hand, feeling like they both belonged here.
Q: What specific flavor profile makes this pilsner appealing to fans from all over the world?
Fish Scales: We didn't want to overcomplicate it. Pilsner's already kind of a global language in beer, so we kept that classic backbone, light body, crisp finish, enough flavor that you know you're drinking a craft beer and not just something mass-produced.
It's clean and approachable, but it's still got our stamp on it. Not too heavy, not trying to challenge you. It's the kind of beer that works whether you're stopping in before a match, watching with us or hanging around afterward.
Q: Beyond the new beer release, what makes Atlantucky Brewing stand out as a gathering place during citywide events?
Skinny DeVille: We don’t have to turn ourselves into something different just because a major event comes to town. Atlantucky already brings music, beer, food and culture together under one roof. We’re part of Black Atlanta’s story, and when people walk through our doors, they get to experience a piece of that.
That’s what made this summer so special to me. We had fans from the DR Congo coming through, fans from Morocco, Spain, Egypt, Cape Verde and Argentina. The whole world was literally walking into our taproom in Castleberry Hill.
You might first come in because the stadium is two blocks away, but once you get here, you hear the music, see the artwork, meet people from the neighborhood and get a real piece of Atlanta. That’s not something you can manufacture overnight. There’s a story behind the building, the beer and the people in the room.
Q: Looking past this summer, how do milestone global events shape the long-term community footprint of independent breweries in Atlanta?
Fish Scales: A big event like this brings people through the door who might not have found you otherwise. They come in for the game, but while they're here, they get introduced to Atlantucky, Castleberry Hill, the whole community we've built around this place.
The real key is making sure that connection lasts past one summer. You want locals to become regulars, you want visitors to remember you next time they're back in Atlanta. These events give us a shot to reach new people we wouldn't have reached otherwise, build relationships, show what a local business can bring to a city like this.
So come check us out. Stop by Atlantucky, try the World Class Pilsner, and support the only Black-owned brick or mortar brewery right here in Atlanta. We'd love to have you.
Sports events give local businesses a chance to show their value to a wider audience. Atlantucky Brewing shows that a well-planned product, like their new pilsner, brings international visitors and locals together in a shared space.
The impact of these global events goes beyond a single summer. Independent brands that meet the demand build a stronger foundation for their business and their neighborhood. Atlantucky Brewing proves how a local company can support a major cultural event while staying true to its roots.
To learn more visit https://atlantucky.com/