Millennial craft brewer pioneering a boom in non-alcoholic beer - Business Insider

  • 📰 BusinessInsider
  • ⏱ Reading Time:
  • 68 sec. here
  • 3 min. at publisher
  • 📊 Quality Score:
  • News: 30%
  • Publisher: 51%

Ireland News News

Ireland Ireland Latest News,Ireland Ireland Headlines

A millennial craft brewer pioneering a boom in non-alcoholic beer shares 7 marketing strategies he says drove production from 1,000 to 15,000 barrels in one year

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.

 

Thank you for your comment. Your comment will be published after being reviewed.
Please try again later.
We have summarized this news so that you can read it quickly. If you are interested in the news, you can read the full text here. Read more:

 /  🏆 729. in İE

Ireland Ireland Latest News, Ireland Ireland Headlines

Similar News:You can also read news stories similar to this one that we have collected from other news sources.

Ancestry debuts new genetic health services - Business Insider - Business InsiderAncestry is stepping into healthcare with a pair of AncestryHealth services aimed at determining consumers' risk for hereditary conditions. It’s a hot girl summa so u kno she got it lit
Source: BusinessInsider - 🏆 729. / 51 Read more »

The Digital Therapeutics Explainer from Business Insider Intelligence - Business InsiderBusiness Insider Intelligence explores the drivers lighting a fire under the DTx market and unpacks the ways vendors reach their intended audiences.
Source: BusinessInsider - 🏆 729. / 51 Read more »

Bank of America sees acceleration in digital sales - Business Insider - Business InsiderBank of America's digital channel now accounts for 26% of total sales, marking 13% annual growth — up from just 4% last quarter.
Source: BusinessInsider - 🏆 729. / 51 Read more »

Novartis terminates Pear Therapeutics partnership - Business Insider - Business InsiderNovartis' Sandoz acknowledged a shift in company priorities as part of the impetus behind terminating its partnership with Pear Therapeutics.
Source: BusinessInsider - 🏆 729. / 51 Read more »