Bill Shufelt, co-founder of Athletic Brewing, joins me to share the remarkable journey behind America's leading non-alcoholic beer brand.From his personal decision to stop drinking 13 years ago to building a business that's now outselling major breweries, Bill's story is one of identifying a genuine market gap and relentlessly pursuing quality.We explore Athletic's brewing philosophy, their expansion into the UK market (including that exciting Arsenal partnership), and why Bill believes non-alcoholic drinks could eventually claim 50% of the adult beverage market.With insights on everything from draft beer challenges to their impressive charitable giving programme, this conversation reveals why Athletic Brewing has become such a force in reshaping how we think about beer.5:58 No one wanted to work with me10:16 When did we change the way we drink15:31 The Athletic Brewing range UK/USA23:26 Cocktail beers26:05 Draught beer challenges31:03 Big brands & big sport 33:17 Arsenal partnership37:43 Two for the trails44:08 The BBQ-Q45:50 Bill's industry predictionsTRY ATHLETIC BREWING  //  @ATHLETICBREWINGWE ALSO TALK ABOUT:The Pathfinder*Ritual Zero Proof BEST EPISODE TO CHECK OUT NEXT#28 - 1,500 AF Beers & Counting, with Martin Dixon ===🌱 Reset the way alcohol shows up in your life with the 4 Week Midlife Mindful Drinking Resethttps://www.lownodrinker.com/4weekreset===🧐 Take the quiz and find out what's REALLY driving your midlife drinking habitshttps://www.lownodrinker.com/===💰 Get 10% off drinks at Wise Bartender with code LOWNODRINKERMAGAZINE https://wisebartender.co.uk/lownodrinkermagazine * ===*Some links are affiliate links. If you make a purchase, Low No Drinker may earn a commission. Thank you.

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