Non-alcoholic beer is booming, boosted by a cultural shift in Gen Z drinking habits and a pivot to healthy living. Athletic Brewing has become the biggest non-alcoholic beer brand in the US, fueling the buzz. Co-founder & CEO Bill Shufelt joins Rapid Response to share how Athletic is approaching a critical crossroad. After securing endorsements from JJ Watt to Karlie Kloss as well as a partnership with Arsenal Football Club, Athletic now faces a flurry of beer industry titans flooding into non-alcoholic brews. Shufelt explains why Athletic is expanding despite the competition, lessons from his days in the hedge fund world, and the balance between passion and discipline. 

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