"Shufelt stopped drinking in 2013, but he was frustrated by the lack of great-tasting non-alcoholic beer options available to him at the time. After years of research and business planning, in 2017, Shufelt co-founded Athletic Brewing Company with John Walker, and the pair set out to solve a problem that had plagued the beer industry for years: Develop a range of full-flavored non-alcoholic beers that people would actually be proud to drink."
"For too long, non-alcoholic beer carried a stigma. Ordering one at a bar signaled you might be an alcoholic or in recovery. The category's legacy brands didn't help. They tasted terrible and came with an implicit declaration that you had a problem. "I just wanted a delicious non-alcoholic beer that I'd be psyched to hold up with the label showing," Shufelt says."
Bill Shufelt stopped drinking in 2013 after alcohol harmed his health and productivity. He co-founded Athletic Brewing Company with John Walker in 2017 to create full-flavored non-alcoholic beers that consumers would be proud to drink. The company developed a proprietary brewing process and tested hundreds of batches before launching commercially in mid-2018. An initial $2.95 million angel round enabled construction of America's first dedicated non-alcoholic brewery and taproom. Athletic Brewing eliminated the stigma around non-alcoholic beer through athlete partnerships and placement on 22% of Michelin-starred menus, converting Dry January customers into year-round buyers.
Read at Entrepreneur
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