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102: "No One Wanted to Work with Me" - Athletic Brewing's Bill Shufelt
Manage episode 494822157 series 3499801
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 Proof
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Chapters
1. Bill Shufelt's Athletic Brewing story (00:00:00)
2. No one wanted to work with me (00:05:58)
3. No playbook (00:07:35)
4. When did we change the way we drink (00:10:16)
5. The Athletic Brewing range UK/USA (00:15:54)
6. Cocktail beers (00:23:49)
7. Draught beer challenges (00:26:28)
8. Big brands & big sport (00:31:26)
9. Arsenal partnership (00:33:40)
10. Two for the trails (00:38:06)
11. Where to find Athletic Brewing (00:43:10)
12. The BBQ-Q (00:44:31)
13. Bill's industry predictions (00:46:13)
109 episodes
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