Since 2017, Bill Shufelt (CEO, Athletic Brewing) went from hedge fund trader to the CEO of the leading producer of non-alcoholic craft beer. Unlike the typical tech-focused chats, this one centers around a product many have fallen in love with. In the conversation, Bill tells stories of the unscalable but crucial strategies he used to build a brand, push past rejection, and redefine the non-alcoholic beer industry.

(00:00) Introduction to Athletic Brewing

(00:52) The Early Days and Breakthrough Moments

(01:15) Celebrity Partnerships and Brand Building

(03:16) The Philosophy of Brand and Movement

(07:33) The Non-Alcoholic Beer Market

(10:46) The Entrepreneurial Journey and Personal Sacrifices

(18:22) Scaling the Business and Marketing Strategies

(28:20) Navigating Regulations and Health Trends

(39:07) The Importance of a Tech Co-Founder

(39:31) Home Brewing Beginnings

(40:13) Innovative Brewing Process

(41:13) Food Safety Challenges

(43:24) Raising Funds and Building a Brewery

(44:24) Vertical Integration Benefits

(45:33) Early Sales Efforts

(46:56) Investor Relations and Accountability

(51:14) Long-Term Vision and Focus

(01:00:10) Cultural Differences in Non-Alcoholic Beer

(01:02:35) Health Considerations and Alcohol

(01:10:38) The Sensation of Drinking

(01:12:50) Reflections on the Entrepreneurial Journey

(01:14:46) Conclusion and Final Thoughts

Executive Producer: Rashad Assir

Producer: Leah Clapper

Mixing and editing: Justin Hrabovsky

Check out Unsupervised Learning, Redpoint's AI Podcast: https://www.youtube.com/@UCUl-s_Vp-Kkk_XVyDylNwLA

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About the Show

Logan Bartlett is a Software Investor at Redpoint Ventures - a Silicon Valley-based VC with $6B AUM and investments in Snowflake, DraftKings, Twilio, and Netflix. In each episode, Logan goes behind the scenes with world-class entrepreneurs and investors. If you're interested in the real inside baseball of tech, entrepreneurship, and start-up investing, tune in every Friday for new episodes.