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--- Panel ---
Harry is joined by Bill Shufelt of non-alc brewer Athletic Brewing Co. on their meteoric growth over the past four years, along with editors Jenn Litz-Kirk and Jordan Driggers.
---Time-Stamped Contents ---
00:00 Intro - hilarious and interesting banter.
02:40 origin story of founders bill shufelt/john walker and athletic brewing.
05:20 addressing "pain point" of not having good non-alc alternative to drinking.
06:00 going from pain point to intellectual curiosity to passion.
10:00 people are watching inputs into their lives compared to outputs.
11:10 bws companies fighting over the same 2-3 days a week. non-alc beer first incremental occasion driver.
13:20 giving heiney 0.0 props.
14:00 how big is big for non-alc brew?
15:25 the marketing has to be there too.
15:40 craft brewers have hit a wall as they haven't added new drinkers/occasions.
16:10 athletic as lifestyle marketer.
16:30 non-alc beer has to be actively marketed, often face-to-face
17:50 bill welcomes new entrants to raise category awareness.
18:20 how much interaction with cannabis?
20:00 going from 'cans in hands' marketing to real marketing -- multimillion-dollar marketing budget, addition of andrew katz from heineken.
20:40 athletic under-distributed at top 25 brand at only 7% acv distribution.
21:20 hop sparkling water and other innovations coming, something mysterious in march.
22:00 growing big manufacturing capabilities in short time challenge.
23:05 where is shelf space coming from? (whole foods non-alc space up 100%).
24:35 on-premise small but growing, 4 to 8% of business.
25:50 grokking dtc vs dsd.
27:30 ecomm side directs them where demand is.
29:20 leveraging dry january and sober october to trial and retain new customers.
31:30 why not call out the low calorie count?
33:10 regulations, cleaning, making non-alc harder than alc.
34:10 like energy drinks or seltzers, non-alc will have 2-3 main players, shakeout of the rest.
34:25 losta barriers to entry - hard to make.
35:15 how bill picks distributors.
37:00 no franchise, but utilizes strong contracts.
38:00 looking ahead and a message of hope.
---About---
Beer Business Daily publisher Harry Schuhmacher joins his editors and other guests 2 times a week as they grok the industry issues of the day.
-Podcast Hotline: Text or call Harry in confidence at: (262) 345-2501
-Audio/Video feeds at HarrysPod.com
-Articles referenced at beernet.com
-Twitter / IG / TikTok: @beerbizdaily
4.9
2020 ratings
--- Panel ---
Harry is joined by Bill Shufelt of non-alc brewer Athletic Brewing Co. on their meteoric growth over the past four years, along with editors Jenn Litz-Kirk and Jordan Driggers.
---Time-Stamped Contents ---
00:00 Intro - hilarious and interesting banter.
02:40 origin story of founders bill shufelt/john walker and athletic brewing.
05:20 addressing "pain point" of not having good non-alc alternative to drinking.
06:00 going from pain point to intellectual curiosity to passion.
10:00 people are watching inputs into their lives compared to outputs.
11:10 bws companies fighting over the same 2-3 days a week. non-alc beer first incremental occasion driver.
13:20 giving heiney 0.0 props.
14:00 how big is big for non-alc brew?
15:25 the marketing has to be there too.
15:40 craft brewers have hit a wall as they haven't added new drinkers/occasions.
16:10 athletic as lifestyle marketer.
16:30 non-alc beer has to be actively marketed, often face-to-face
17:50 bill welcomes new entrants to raise category awareness.
18:20 how much interaction with cannabis?
20:00 going from 'cans in hands' marketing to real marketing -- multimillion-dollar marketing budget, addition of andrew katz from heineken.
20:40 athletic under-distributed at top 25 brand at only 7% acv distribution.
21:20 hop sparkling water and other innovations coming, something mysterious in march.
22:00 growing big manufacturing capabilities in short time challenge.
23:05 where is shelf space coming from? (whole foods non-alc space up 100%).
24:35 on-premise small but growing, 4 to 8% of business.
25:50 grokking dtc vs dsd.
27:30 ecomm side directs them where demand is.
29:20 leveraging dry january and sober october to trial and retain new customers.
31:30 why not call out the low calorie count?
33:10 regulations, cleaning, making non-alc harder than alc.
34:10 like energy drinks or seltzers, non-alc will have 2-3 main players, shakeout of the rest.
34:25 losta barriers to entry - hard to make.
35:15 how bill picks distributors.
37:00 no franchise, but utilizes strong contracts.
38:00 looking ahead and a message of hope.
---About---
Beer Business Daily publisher Harry Schuhmacher joins his editors and other guests 2 times a week as they grok the industry issues of the day.
-Podcast Hotline: Text or call Harry in confidence at: (262) 345-2501
-Audio/Video feeds at HarrysPod.com
-Articles referenced at beernet.com
-Twitter / IG / TikTok: @beerbizdaily
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