How I Built This with Guy Raz Athletic Brewing Company: Bill Shufelt
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Nov 18, 2024 
Bill Shufelt, founder of Athletic Brewing Company, revolutionizes the non-alcoholic beer market. He reveals the initial skepticism he faced from brewers, retailers, and consumers. Bill shares his personal journey to sobriety and how it inspired him to create better options in the NA beer space. Through innovative marketing strategies like sampling at athletic events, he turned resistance into success. Now valued at $800 million, he reflects on the booming demand and their partnership with Arsenal soccer team, positioning Athletic as a leader in the industry.
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An Uphill Battle
- Bill Shufelt aimed to elevate non-alcoholic beer, mirroring Jim Koch's impact on craft beer.
- He faced resistance from brewers, retailers, and consumers due to negative perceptions of non-alcoholic beer.
Early Support
- Despite widespread skepticism, Bill's wife was a crucial supporter of his vision.
- He believed that good non-alcoholic beer could appeal to a growing health-conscious market.
Mother's Influence & Loss
- Bill Shufelt's mother was a supportive and optimistic presence in his life.
- Her sudden illness and passing during his freshman year significantly impacted him.
