The Journal. cover image

The Journal.

Who Wants Non-Alcoholic Beer? Everyone, Apparently.

Mar 5, 2024
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.
19:46

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Podcast summary created with Snipd AI

Quick takeaways

  • Athletic Brewing showcases the untapped potential of the non-alcoholic beer market driven by health-conscious consumer behavior.
  • Overcoming challenges, Athletic Brewing's innovative brewing processes and engaging marketing strategies have reshaped the beer industry landscape.

Deep dives

The Rise of Non-Alcoholic Beer

Non-alcoholic beer has emerged as the fastest growing category within the beer market, with one company at the forefront of this trend. Athletic Brewing, founded by Bill Schufeldt, has become a standout in this industry, even outselling alcoholic beers at Whole Foods. The shift in consumer behavior towards health-conscious choices and the desire for better-tasting non-alcoholic options have driven the success of Athletic Brewing. Its success showcases the untapped potential of the non-alcoholic beer market.

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