Bill Shufelt

Athletic Brewing Built Non-Alcoholic Beer Around Better-Tasting Beer

Athletic Brewing co-founder and CEO Bill Shufelt argues that non-alcoholic beer can grow by competing on the qualities of beer, not by presenting itself as a lesser substitute. In an interview with Raja Rajamannar, Shufelt says the company built its product around flavor and variety, then used sampling and partnerships in fitness and other social settings to make it easier for consumers to try. He sees the strategy as a way to make drinking without alcohol feel like participation, not an explanation.