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.
question_answer ANECDOTE
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.
question_answer ANECDOTE
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.
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Paulo Coelho's "The Alchemist" is an allegorical novel that follows Santiago, a shepherd boy, on a journey to fulfill his Personal Legend. The story blends elements of fantasy and realism, exploring themes of self-discovery, following one's dreams, and listening to one's intuition. Along his journey, Santiago encounters various characters and challenges that teach him valuable lessons about life and the importance of perseverance. The book's simple yet profound message has resonated with readers worldwide, inspiring them to pursue their passions and embrace the journey. The Alchemist is a timeless tale of self-discovery and the pursuit of one's dreams.
Table for two
Hugh Lawrence Nelson
While detailed plot summaries are not readily available, 'Table for Two' is part of Hugh Lawrence Nelson's body of work in the mystery genre. Nelson's novels often featured intricate plots and characters typical of the period's detective fiction.
Rules of civility
George Washington
This book contains a list of 110 rules that George Washington copied from a French etiquette manual written by Jesuits in 1595. The rules, translated into English by Francis Hawkins in 1640, cover various aspects of social behavior, including respect for others, proper conduct in company, and general courtesies. These rules were influential in shaping Washington's character and behavior throughout his life, and they remain relevant today as a guide to respectful and considerate behavior.
Bill Shufelt founded Athletic Brewing Company to re-invent non-alcoholic beer, but quickly learned that brewers didn’t want to make it, stores didn’t want to sell it, and potential customers didn’t want to buy it. The NA beer that already existed was outdated and foul-tasting, but Bill was convinced that if he could make a good-tasting brew, it would appeal to a growing cohort of people who wanted to enjoy beer without getting buzzed. For a while, Bill’s wife was the only person who supported him, but he eventually found an innovative brewer, and a winning strategy of sampling the beer at athletic events. Today, the company is valued at $800 million and Bill believes they’re just getting started.
This episode was produced by J.C. Howard, with music by Ramtin Arablouei
Edited by Neva Grant, with research help from Katherine Sypher.
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