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 me
10:16 When did we change the way we drink
15:31 The Athletic Brewing range UK/USA
23:26 Cocktail beers
26:05 Draught beer challenges
31:03 Big brands & big sport
33:17 Arsenal partnership
37:43 Two for the trails
44:08 The BBQ-Q
45:50 Bill's industry predictions

TRY ATHLETIC BREWING  //  @ATHLETICBREWING

WE ALSO TALK ABOUT:
The Pathfinder*
Ritual Zero

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