Athletic Brewing - Bill Shufelt
#102. "No one wanted to work with me" - Athletic Brewing's Bill Shufelt
Play Time:
50 Minutes
Listen/Watch on all major platforms (and most of the little ones too)
QUICK QUOTES:
"No one in the US beer industry wanted to talk about non-alcoholic beer. It was a real slog to try to convince anyone to work alongside me."
"There's a generation of people turning 21 who don't know the history of non-alcoholic beer and don't know that there's supposed to be a stigma around it."
Bill Shufelt, co-founder of Athletic Brewing, joins me to share the remarkable journey behind America's leading non-alcoholic beer brand.
From his personal decision to stop drinking 13 years ago to building a business that's now outselling major breweries, Bill's story is one of identifying a genuine market gap and relentlessly pursuing quality.
We explore Athletic's brewing philosophy, their expansion into the UK market (including that exciting Arsenal partnership), and why Bill believes non-alcoholic drinks could eventually claim 50% of the adult beverage market.
With insights on everything from draft beer challenges to their impressive charitable giving programme, this conversation reveals why Athletic Brewing has become such a force in reshaping how we think about beer.
0:00 Bill Shufelt's Athletic Brewing story
5:58 No one wanted to work with me
7:35 No playbook
10:16 When did we change the way we drink
15:31 The Athletic Brewing range UK/USA
23:26 Cocktail beers
26:05 Draught beer challenges
31:03 Big brands & big sport
33:17 Arsenal partnership
37:43 Two for the trails
42:47 Where to find Athletic Brewing
44:08 The BBQ-Q
45:50 Bill's industry predictions
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