July 10, 2023

How Athletic Brewery became one of fastest growing brands in the world, raised £175 million, launched in all 50 states and gained investment from Lance Armstrong and Blake Mycoskie

1 hour 44 minutes

Every top food and drink founder reads our Newsletter - why wouldn't you?

https://hungryfeast.beehiiv.com/

Watch the full shabang on Youtube - https://www.youtube.com/@HungryFMCG/videos

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Flew over 4000 miles for this.

Totally blew my mind.

On the plane back to rain-sodden Blighty, over tepid-yet-actually-quite-nice plane food

I realised my WHOLE VIEW of challenger brand building changed.

A scrumptious, fresh playbook installed.

Brand building is WAY closer to sport than “traditional business”.

When you see entrepreneurship like sport, everything changes.

Bill Shufelt and John Walker co-founders of Athletic Brewing Co. are the latest guests on HUNGRY.

🥯 Ranked the second-fastest growing food and beverage company in US (26th overall) by Inc

🍡 One of the 100 most influential companies of 2022 by TIME magazine

🍋 Investors include Karly Kloss, Dave Chang, Blake Mycoskie (TOMS), Lance Armstrong

🥩 Raised a total of $175 million with a recent $50 million investment Dr. Pepper

Launched in all US major grocery outlets and just launched in Tesco and Whole Foods Market.

ON THE MENU:

1. Everyday EXPECT things to break + you’ll face something new for the first time. Your cool head, prevails.

1. Why you must SO RUN at the HARD problems most WON’T TACKLE - create an IMPOSSIBLE moat for your competitors to cross.

2. How to keep going after 120 investors say “No” - look for breadcrumbs to yes

3. Why founders must look at the world from the OTHER WAY round to find “the ideas hidden in plain sight.”

4. Solving the NPD Paradox: don’t just create NPD for supermarkets. Listen to what's out there in the world + what your community ACTUALLY wants

5. Work hard. Be nice. Good things happen.

6. Why there must always be fires burning all times. Be 100% on or 100% off to solve them.