That’s why he co-founded Athletic Brewing Company to make a line of non-alcoholic craft beers for discerning drinkers.Īthletic Brewing Company is on a mission to create great tasting non-alcoholic beer, normalize non-alcoholic beer and build a community and culture around it. When Bill decided to quit drinking, he didn’t want to quit beer but the flavorless, watery options on the market weren’t going to cut it. My guest today is Bill Shufelt, the Co-Founder + CEO of Athletic Brewing Company. The non-alcoholic beer market hadn’t seen any innovation in 25 years and the non-alcoholic beer category hadn’t grown in over 15 years, despite a booming market in Europe.īack in my first year alcohol-free I consumed a lot of ginger beer, La Croix, and virgin mojitos (all of which were good) but I wish I had the amazing selection of non-alcoholic drink options that are available now.Īnd if you’ve listened to this podcast, hung out with me around the fire pit, gone camping with me or chatted over happy hour in the last few years you know that I’m a huge fan of Athletic Brewing Company’s non-alcoholic beers. Pauli Girl, none of which were very appealing. I would go to the grocery store or a bar and my choices would be something like O’Doul’s, Becks or St. When I stopped drinking almost 6 years ago there were not a lot of great non-alcoholic beverage options out there. Today I’ve got you covered because I’m talking to the founder of Athletic Brewing Company about the reinvention of quality non-alcoholic craft beer. Or are you trying to stop drinking but don’t know what to do with yourself when happy hour rolls around?Īre you tired of pulling out a LaCroix around the firepit or at a football party? Reinventing Non-Alcoholic Beer With Athletic Brewing Companyĭo you think all non-alcoholic beer sucks but you’re not sure what to order at a restaurant when you go out?
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