Bill Shufelt • Co-Founder & CEO • Athletic Brewing Co
Starting out as a search for a good quality beer that wouldn’t detract from his fitness goals, Bill Shufelt’s journey ultimately led him to develop his own - one with no alcohol, no hangover, and no guilt. Today, Athletic Brewing has two dedicated alcohol-free breweries and is sold across the country.
Being a Brewbound Insider was a critical part of Bill’s journey. By keeping up with the latest news, engaging with our newsletters, and networking with beer industry leaders at our live events, he was able to reshape the non-alc beer category, build momentum, and scale his beer business.
Athletic launched in 2018, and has grown to claim about 50% of the NA craft beer segment. The brand transitioned from a 2019 Brewbound Live Pitch Slam competitor, to a 2020 Rising Star, to being named Craft Brewery of the Year at Brewbound Live Winter 2021. Learn the marketing strategies the brewery has used to become a leader in the segment, including hosting pop-ups with gyms and establishing partnerships with athletes.
In this episode of Taste Radio, Bill Shufelt discusses the opening of the company’s San Diego production facility following a $17.5 million capital raise, how a high-pressure career in finance led him to non-alcoholic beer, how he dealt with consistent rejection from beer industry professionals and how he landed his first investors. He also speaks about the yin and yang of his relationship with Athletic’s co-founder, John Walker, why he believes that “drama is so unproductive,” how he planned for and is managing explosive growth and how he evaluates strategic partnerships.
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