Inside Athletic Brewing’s Plan To Make Boozeless Beer A Billion-Dollar Business | Forbes

Bill Shufelt and John Walker are making nonalcoholic beers tasty enough to please the biggest suds snobs. And with a nearly $500 million valuation, investors are intoxicated.
Over the last few years, Shufelt, 39, and his cofounder, John Walker, 42, have created the buzziest beer brand in America by creating craft brews without the buzz. Alcohol-free beer, often bland and thin, has long been seen as the brewer’s equivalent to decaf coffee or tofu turkey. Athletic Brewing is out to eliminate the stigma, making hoppy IPAs, crisp ales and toasty porters with the flavor and feel of a craft beer-but with less alcohol than a slice of rye bread. A six-pack costs about $10. “Humans have been drinking beer for more than 5,000 years,” says Shufelt, a former hedge fund trader who, a decade ago, gave up booze to improve his market focus. “I’m a beer lover and food lover-it blew my mind that there wasn’t a beer for people living modern, healthy lifestyles.”
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[@Yeahletsdothatiguess]

This has been a game changer in my sobriety! Glad it’s catching on

[@xreediculousx]

Same, I have almost 2 years without alcohol.

[@robertjones4735]

A year later and I'm found watching this and reading your comment for the first time, also I agree with you on this being a game changer, my sobriety is doing well and I'm so happy to have an alternative without me sacrificing my health or mental state due to alcohol.

[@williampaul8556]

At 76 I love the taste of great craft beers. I realized that I no longer love the buzz or getting drunk! Bring me some awesome NA craft beers please! More FLAVOR please. Thank you. Note: I am a hop head!

[@BT-be8rh]

This is my favorite NA beer, has been a real help in my quitting alcohol journey!

[@nihility.]

I'm really happy I found this brand on the shelf the first time I went looking for non-alcoholic options. I've tried other ones since then, but nothing comes close, in my opinion. I never really had a problem with alcoholism, but I found minimal weekly consumption was affecting my quality of sleep. Thanks for showcasing this great company; they've certainly made a "super fan" out of me.

[@gotDIBS]

Been following and drinking the NA journey I'm loving the direction it's going and the bold flavors

[@rowboat1972]

Best NA beer I've ever tasted. I had a flat shipped to me in Canada. Unbelievable flavor. The dark is amazing. The key is to not drink it out of the can to avoid a gassy gut. Pour straight into a pint glass to de-gas.

[@JimmyJaxJellyStax]

Tried some this weekend - tasted great, easily 80% similar to real IPAs, woke up great! I've usually been a huge IPA, NEIPA, Hazy IPA fan and so far the blue "Run Wild" is my favorite from Athletic. Second favorite is the Free Wave, though it seems more IPA than Hazy thick but looks Hazy indeed. Cerveza Atletica is refreshing and indeed like a Mexican style beer, perhaps more like a Corona and easier on the palate for non-IPA fans. The experience is trippy because I do feel a buzz for sure but then walk away not drunk and feeling sharp and still ready to keep tackling the day, whereas a few actual full alcohol IPAs starts to settle things down for the day and leaves for a reckless rest.

[@earthscory]

game changer for ppl who like the taste of craft beer, but dont always want alcohol, great product 👏

[@eliasbram3710]

exactly. I still drink my normal beers on occasion, but non alcoholic is what I consume most of the time. Some guys can't fathom the idea of drinking strictly for the flavor. The day I get a NA beer 100% similar to normal beer is the day I'll probably never drink alcohol again .. (maybe except for wine...the NA ones are still not great)

[@Beadlesabout88]

Very interesting feature. Thanks for producing this thought-provoking short documentary.

[@mellomojared]

So excited to try this product.

[@JimmyJaxJellyStax]

The blue "Run Wild" is excellent, I was thinking Free Wave Hazy would be better, but Run Wild tops it for me.

[@dpbass8898]

This is the future. I love being able to have drinks with dinner and it not sap my energy the next morning. I’m able to get up the next morning and get in an intense workout rather than a low energy one. Also these beers only have 60-70 calories which is fewer than even a light beer.

[@vfigueroa62]

I discovered this brew after going through dry January. I’m a beer lover. I love the taste of beer, but I also I’m kind of a little bit aware what alcohol does on the body. I ran across the Atlantic Brewing non alcoholic beer and I was amazingly impressed and surprised how good the taste was in this beer. I can’t wait to try the other ones. I think I’ve given up the an alcoholic beer and will be drinking Athletic Non-alcoholic beverages from this point forward. Thank you for bringing this out.

[@mjuberian]

Be nice if they could figure out how to reduce the carbs... has as much or more than regular beer.

[@SaintLewisMusic]

Can I invest in this yet, please?

[@westcoastkidd17]

it's actually not bad...

[@noelgonzalez9549]

A brewer named John Walker… nice.

[@snoopanoop7705]

🙂

[@MSTechnologybd293]

🥰🥰🥰

[@williamowens4598]

Williams love IPA beer best one day in bar for that

[@heidikamrath1951]

I’m interested in becoming an investor as well. He said Dr. Pepper invested in them. I wonder if that is all the capital they need?

[@joejohnson6013]

Beer for kids?

[@vapingnewfie6562]

I wish you'd just make a regular dam beer without fruits and creams, chocolate . Athletics seems to be able to make a great beer but im looking to replace na Corona because its thin like all na beers. But thats the flavor i like, just abit stronger in flavor. Just good ol fashion beer. Everyone ive tried have had pineapple mango grapefruit and so on, please for the love of god make a mans beer for christs sake.

[@ninji5226]

I think that's just craft beer makers in general. I don't care how good your double mocha, asphalt, lambs balls, 62 Chevy front seat IPA is, I just want a normal beer, or a slight variation of one. It's getting out of hand.

[@jamarimutt]

The beer is good but not yet at the same level as an equivalent alcoholic beer. It is also more expensive.

[@grandpahickory613]

run wild beer is nothing but cheap pineapple juice !!!! athletic brewing ought to be sued for false advertisement ! do not waste your money on this ! try it at your own curiosity, but YOU"LL BE SORRY ! I buy Budweiser zero now, and I do NOT regret it !!!

[@juanamaya5673]

Why does he look like he drinks 5-6 nights a week tho

[@letsrelaxwithtexts2114]

i want one withou hops... hops make you a woman and its bad all around

[@joen3992]

Your IPA is overpriced and taste awful. Molson's Excel taste better...and that's saying something because that's awful .5%. I cannot imagine how you can consider making non alcohol beer...

[@jklok]

The fact that they are still in business and growing means you’re in the minority.

[@brandonderrick006]

No thanks, If i don’t want alcohol I will stick to coffee, juice or water.

[@malachigrindle7063]

Good for you. This product is not for you.

[@jklok]

@@malachigrindle7063NO! If I don’t like it, everyone should not like it

[@brokenhatemachine9]

In 2018, I gave up alcohol for six months. Since I love the taste of beer, I Googled n/a craft beer, surprisingly, Athletic Brewing popped up as a result of my search. I thought I was taking a shot in the dark that something even existed. Athletic is in Stratford, Connecticut and only an hour and half drive away from where I live. Luckily, I picked the right day to go to the taproom, there was an event going on in Stratford, no one was in the taproom and Bill was pouring beer. I had an hour conversation with him. He is incredibly intelligent and humble. I picked up a few six pack’s because they were not in distribution yet. Eventually, I went back to drinking alcohol after the six months. But in June 2020, I made the decision to become sober permanently. Thanks to Athletic, there are so much more craft n/a beer options. It has made my sober journey so much easier. So, I thank Bill for being brave, driven and passionate so all of us can benefit. If you’re interested in n/a beer reviews, check out my IG account @hangsober

[@JohnMacLeanPhotography]

I gave it up in 2016 and AB has definitely been a better lifestyle alternative. I love what they're making.