[REPLAY] Athletic Brewing Owners Bill Shufelt and John Walker

Thirsty Thursdays @3PM EST

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Welcome to Thirsty Thursdays @3PM EST! 👏 Watch on YouTube! https://youtu.be/SeNY5qttuvI
In Honor of http://internationalbeerday.com/ !! Aug 2! 🍺 🍻
My name is Jessie Ott, the Host of this Podcast which is all about Beverage Innovation. I talk with Innovation Pioneers from Agriculture to Glass.🥂
📢I talk🎙️with John Walker and Bill Shufelt with Athletic Brewing. Bill, who was living a busy life within the finance sector, and who also loved working out became tired of drinking alcohol with all the after-effects that come along with it. 👏🍷 🎇 🎉 ✨ 👏 🥂 😁

So, in 2014 Bill started asking questions as to what’s available for Non-Alcoholic beer, which he ended up missing the most of any other alcoholic option. Well, nothing existed out there, and it was a clear and open market to find their voice.

Fast forward to 2017, Bill put out an advertisement on ProBrewer describing his idea as the most innovative sector in craft brewing. John responded to the advertisement and the rest they say is history!

These two individuals came together at the right time to discover the science behind how they brew great-tasting beer without alcohol which was a feat to conquer. Once that came together their likeminded vision came together and they created the fastest growing and now the largest non-alcoholic brewery in the US. It was named Brewery of the Year at VinePair in 2022. Upside Dawn Golden was placed on domestic flights on JetBlue and launched Geralt’s Gold, which was Helles-inspired in collaboration with Netflix and The Witcher.

They are a small business with very creative ideas and names for their brews and their e-commerce platform offers a chance to taste new brews developed by their brewing teams in both San Diego and Connecticut.

Bill & John are true outdoorsmen and love many activities in nature. So much so, they donate 2% of all sales up to $2 Million to their “Two for the Trails Program” to rehabilitate and protect trails and parks for generations to come.

As Ralph Waldo Emerson said, “The world belongs to the energetic.”
Thank you for listening and be sure to subscribe to be notified of all new episodes!
Resources:
The Obstacle Is the Way by Ryan Holiday

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1. Start (00:00:00)

2. Subscribe To Thirsty Thursdays @3PM EST (00:00:18)

3. Welcome Bill & John! (00:00:23)

4. Where they are Calling From (00:01:04)

5. Where they are from (00:01:31)

6. What got Bill in the business? (00:02:03)

7. Advice from Bill's Wife (00:04:56)

8. Jessie's Long Winded Support of Bill not finding NA Beer in the Market (00:05:15)

9. How John got in the biz (00:07:13)

10. UK Non Alc advanced to US (00:08:05)

11. John's Transition to CT (00:11:28)

12. First Brewing Location (00:12:01)

13. Learning NA Brewing a Major Undertaking (00:13:25)

14. Resources (00:14:50)

15. Connecting with Other NA Bev Peeps (00:16:57)

16. Selling Athletic Brews in Local Breweries (00:21:56)

17. People Stay n Resto/Bars Longer with NA Options (00:22:34)

18. Other Interesting Stats on Pple that Drink Both Alc & No Alc (00:24:01)

19. How Restaurants are leaving Money on the Table (00:25:43)

20. The World Belongs to the Energetic Ralph Waldo Emerson (00:27:43)

21. Key Mentors (00:29:57)

22. San Diegeo Location Opening (00:34:01)

23. eCommerce Biz (00:37:25)

24. They Have A Great Team (00:39:56)

25. Tasting Rooms (00:41:09)

26. State Fair (00:41:59)

27. Pain Points (00:44:38)

28. A Team Favorite Book (00:46:40)

29. Passions Outside of Work (00:47:28)

30. Two for the Trails Program (00:48:45)

31. Thoughts on Making Beer with Alcohol? (00:53:29)

32. Current Flagship Beers (00:54:49)

33. Are They in all 50 States? (00:56:58)

34. NA Beer Market in the UK (00:58:33)

35. How Their Journey Came Together (01:01:06)

36. Mentors (01:01:47)