Bill Shufelt is the CEO and Co-Founder of Athletic Brewing Company.

Athletic is the #1 non-alcoholic brewer in the U.S. with a 55% market share in this fast-growing category.

In the conversation, Bill and Greg go deep on:

The opportunity Bill spotted in non-alcoholic beer and what it was like convincing others
The factors that are driving massive growth in non-alcoholic beverages
The biggest challenges, including stigmas and social uncertainties related to consuming non-alcoholic beer
The competitive environment in the space and what the entry of large brewers means
The habits and practices that keep Bill grounded (and he very much is!)
Where the industry (and Bill) go from here

Greg & Bill also referenced this episode of the Huberman Lab podcast:

Make sure to follow Athletic on Twitter @AthleticBrewing and Instagram @AthleticBrewing

And go get yourself some awesome beer... sent right to your home: https://athleticbrewing.com/

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Don't forget to follow Greg on Twitter @gregorycampion and subscribe to his bi-weekly newsletter: https://gregcampion.substack.com.

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