Bill Shufelt, co-founder of Athletic Brewing Company, shares his inspiring journey from hedge fund employee to creator of a thriving non-alcoholic beer brand. He discusses the unexpected rise of non-alcoholic beers amid declining traditional sales and the challenges he faced in crafting a product that consumers desire. Innovative marketing techniques are highlighted, showcasing how they've transformed skepticism into acceptance. The growing appeal among health-conscious Gen Z consumers also points to an exciting future in the beverage industry.