"I cut back on drinking as my fitness journey accelerated. As a day trader, I was used to taking 4:30 a.m. group boxing classes before I started work at 6:00 a.m. In my late 20s, I started running ultramarathons. I stopped drinking alcohol in 2013, and it was one of the biggest life hacks I ever discovered. I had all this newfound energy, better sleep, better workouts - and no hangovers."
"It's also how I learned there was a real void of good nonalcoholic options. I loved socializing; I love good food and good beer, being out with my colleagues and family. But there was just nothing out there. It was definitely awkward - if I were at a work dinner and had to ask for a non-alcoholic menu, it felt like the whole room would stop and look at me."
"When I asked any of my friends or family, no matter how much they drank, from never to very often, almost everyone uniformly and enthusiastically said they'd be interested in nonalcoholic beer options. At the time, N/A beer accounted for 0.3% of the market, but over half the people in any survey I ran expressed interest in it. There was a broken feedback loop between the industry and the consumer."
Bill Shufelt stopped drinking alcohol in 2013 and gained energy, better sleep, improved workouts, and no hangovers. He recognized a lack of appealing nonalcoholic beer options despite broad consumer interest. Surveys he ran showed over half of respondents were interested while N/A beer represented only 0.3% of the market, revealing a broken feedback loop between consumers and the industry. After a decade in hedge funds, he co-founded Athletic Brewing in 2017 with John Walker, leaving his job without brewing experience or a prototype. Athletic Brewing has since driven over 23% of N/A beer category growth over seven years. He lives near a Connecticut brewery and sometimes travels to the San Diego brewery.
Read at Business Insider
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