Brewer and entrepreneur Bill Shufelt was inspired to reinvent non-alcoholic beer when he was reflecting on his lifestyle choices in the months before getting married.
Modern non-alcoholic beer has been around in the US since the days of Prohibition, but hadn't been the center of any major brewers' strategy. The pace of change in the segment was glacial. With the expertise of his co-founder John Walker, the Athletic team set about developing a custom process to ferment their beer without crossing the 0.5% alcohol-by-volume threshold. And they didn't constrain their inspiration to the history of beer.
"It's something that people were laughing at five years ago," Shufelt said. "I couldn't get anyone to talk to me, but thankfully John believed in me and the trends are kind of falling in behind us now." The company may not post help-wanted ads, but its outreach helps its team feel connected to Athletic's commitment to health and the environment.to hiking trail cleanup efforts around New England and organizes a monthly company outing to do the dirty work themselves. Business Insider even spotted an Athletic beer tent at a recent half-marathon.
"We now have a 20,000-square-foot brewery, but it was immediately too small," Shufelt said. "By July it was totally full. It's been pretty fun."With a totally unique sales channel for craft beer, Shufelt is learning even faster about the market for his product.
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