Barron's Streetwise
Taking over the Beer Aisle — Without the Buzz
Jan 24, 2025
Bill Shufelt, founder of Athletic Brewing Company, transforms non-alcoholic beer into a flavorful choice for consumers looking for healthier options. He discusses the booming trend of non-alcoholic beers, particularly among younger drinkers, and how it shifts the beverage landscape. Shufelt shares insights on the history and innovations in the non-alcoholic market, along with future growth possibilities. The conversation also touches on fun anecdotes about culinary advancements, like the sneeze guard, weaving personal experiences into industry changes.
31:40
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Quick takeaways
- Athletic Brewing has turned non-alcoholic beer into a desirable craft option, appealing to health-conscious consumers and traditional beer drinkers alike.
- The current earnings season reflects a surprising positivity, with over 80% of S&P 500 companies exceeding estimates, indicating optimistic growth prospects in the market.
Deep dives
The Rising Trend of Non-Alcoholic Beers
Non-alcoholic beers are becoming increasingly popular, particularly among younger consumers who are opting for healthier lifestyles. Athletic Brewing has successfully capitalized on this trend by creating craft-style non-alcoholic beers that appeal to traditional beer drinkers. Instead of the lower-quality options typically found, these beers are treated as genuine craft beverages, leading to substantial sales growth. Athletic Brewing has reported significant market penetration, with non-alcoholic beer now representing over 10% of total beer sales in some major retailers, highlighting a substantial shift in consumer preferences.
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