Since 2017, Bill Shufelt (CEO, Athletic Brewing) went from hedge fund trader to the CEO of the leading producer of non-alcoholic craft beer. Unlike the typical tech-focused chats, this one centers around a product many have fallen in love with. In the conversation, Bill tells stories of the unscalable but crucial strategies he used to build a brand, push past rejection, and redefine the non-alcoholic beer industry.
(00:00) Introduction to Athletic Brewing
(00:52) The Early Days and Breakthrough Moments
(01:15) Celebrity Partnerships and Brand Building
(03:16) The Philosophy of Brand and Movement
(07:33) The Non-Alcoholic Beer Market
(10:46) The Entrepreneurial Journey and Personal Sacrifices
(18:22) Scaling the Business and Marketing Strategies
(28:20) Navigating Regulations and Health Trends
(39:07) The Importance of a Tech Co-Founder
(39:31) Home Brewing Beginnings
(40:13) Innovative Brewing Process
(41:13) Food Safety Challenges
(43:24) Raising Funds and Building a Brewery
(44:24) Vertical Integration Benefits
(45:33) Early Sales Efforts
(46:56) Investor Relations and Accountability
(51:14) Long-Term Vision and Focus
(01:00:10) Cultural Differences in Non-Alcoholic Beer
(01:02:35) Health Considerations and Alcohol
(01:10:38) The Sensation of Drinking
(01:12:50) Reflections on the Entrepreneurial Journey
(01:14:46) Conclusion and Final Thoughts