102: "No One Wanted to Work with Me" - Athletic Brewing's Bill Shufelt

Send me a message 🤗Bill Shufelt, co-founder of Athletic Brewing, joins me to share the remarkable journey behind America's leading non-alcoholic beer brand.From his personal decision to stop drinking 13 years ago to building a business that's now outselling major breweries, Bill's story is one of identifying a genuine market gap and relentlessly pursuing quality.We explore Athletic's brewing philosophy, their expansion into the UK market (including that exciting Arsenal partnership), and why Bill believes non-alcoholic drinks could eventually claim 50% of the adult beverage market.With insights on everything from draft beer challenges to their impressive charitable giving programme, this conversation reveals why Athletic Brewing has become such a force in reshaping how we think about beer.5:58 No one wanted to work with me10:16 When did we change the way we drink15:31 The Athletic Brewing range UK/USA23:26 Cocktail beers26:05 Draught beer challenges31:03 Big brands & big sport 33:17 Arsenal partnership37:43 Two for the trails44:08 The BBQ-Q45:50 Bill's industry predictionsTRY ATHLETIC BREWING  //  @ATHLETICBREWINGWE ALSO TALK ABOUT:The Pathfinder*Ritual Zero Proof BEST EPISODE TO CHECK OUT NEXT#28 - 1,500 AF Beers & Counting, with Martin DixonJoin the membership and get the resources you need to make the change you want - https://mindfuldrinking.substack.com/s/the-vault ===You can email me at [email protected]===🗝️ Join the membership and unlock full access to The Vault - https://mindfuldrinking.substack.com/s/the-vault===*Some links are affiliate links. If you make a purchase, I may earn a commission that helps me keep the show going. Thank you.