In 2017, Bill Shufelt, a Connecticut hedge fund guy, got tired of back-to-back hangovers from work dinners and realized there was a gap in the market for a high-quality, non-alcoholic beer that was aspirational enough to enjoy in front of clients. Thus, Athletic Brewing was born. Despite facing rejection from 120 venture capitalists, Shufelt persisted and seven years later, Athletic Brewing is now the top-selling beer at Whole Foods, with celebrity ambassadors like J.J. Watt, Naomi Osaka, and Karlie Kloss endorsing the brand. The company’s co-founder and head brewer, John Walker, has been instrumental in crafting the unique and flavorful non-alcoholic beers.
The rise of Athletic Brewing has coincided with the growing trend of wellness and health-conscious consumers. In 2022, Keurig Dr Pepper invested $50 million in the company, signaling the industry’s recognition of the potential of the non-alcoholic beer market. With projections showing that the non-alcoholic wine and beer market is set to surpass $30 billion by 2025, major beer brands like Budweiser and Coors are now also introducing their own non-alcoholic beers. Anheuser-Busch aims to have 20% of its global beer sales be alcohol-free by 2025, further highlighting the shift in consumer preferences towards healthier beverage options.
The founders of Athletic Brewing discuss their journey of reinventing the non-alcoholic beer category, the challenges they faced, and the surprising encounters along the way. Despite facing initial rejection from investors and encountering mishaps like spilled coolant in the parking lot, the founders persevered and focused on perfecting the taste and quality of their beers. They aimed to create a non-alcoholic beer that not only tasted great but also captured the essence of traditional beer-drinking occasions.
Athletic Brewing’s success lies in its ability to remove the social stigma associated with non-alcoholic beers and make them appealing to a wide range of consumers, including elite athletes like J.J. Watt. By positioning their products as suitable for various occasions, from watching football games to post-workout drinks, Athletic Brewing has expanded the reach of non-alcoholic beers beyond traditional beer-selling venues. Their direct-to-consumer e-commerce model has also allowed them to establish direct relationships with millions of customers and quickly introduce new flavors based on feedback.
As the top-selling beer at Whole Foods and with a major investment from Keurig Dr Pepper, Athletic Brewing has proven its potential in the beer market. Despite initial rejections from venture capitalists, the founders remain focused on their mission to make moderation cool, accessible, and destigmatized. While some VCs may have come back to acknowledge Athletic Brewing’s success, the founders are grateful for the early supporters who believed in their vision. The journey of launching Athletic Brewing has been a testament to the power of perseverance, innovation, and a commitment to creating high-quality products in a rapidly evolving market.
