How Athletic Brewing conquered the drink market

Athletic CEO Bill Shufelt shares his insights on the rise of the nonalcoholic category and how not to just ride a cultural wave, but to create it. 

Nonalcoholic beer is more than just a fleeting trend—it’s a movement, driven by Gen Z’s shift towards mindful drinking and a general pivot towards living a healthy lifestyle. Leading this surge is Athletic Brewing, now valued at $800 million, and standing as the largest nonalcoholic beer brand in the U.S. Cofounder and CEO Bill Shufelt shares his insights on the rise of the nonalcoholic category and how not to just ride a cultural wave, but to create it.