Athletic: The Unexpected Rise of Nonalcoholic Beer

On a picture-perfect early summer afternoon, I found myself sitting on a friend’s stoop in the heart of Brooklyn. The relaxed atmosphere was only made better by the prospect of enjoying a cold beer. Little did I know that this seemingly ordinary moment would lead to a life-altering discovery.

A friend appeared, carrying a couple of six-packs of a nonalcoholic beer brand’s Hazy IPA. Now, this friend is known for his love of drinking, but he still thought I might want to give it a try. Suspicious, yet intrigued, I decided to crack open one of the cans. Nonalcoholic beer – an option that I had always turned my nose up at, even in my drinking days. After all, I had always preferred wine or liquor. But to my surprise, The Athletic was different. It tasted undeniably good – bitter, complex, and full – just like a “real” beer. In fact, it tasted so good that I couldn’t resist having three more cans. It was a revelation.

Since that day, Athletic beer has become a staple in many settings. It seamlessly blends in with regular beer cans at parties, finds its place on the shelves of Whole Foods stores and corner delis, and proudly features on beer menus at restaurants. At a recent barbecue, a coworker arrived to find that “60% of the cooler was Athletic beer.” This beverage was not just meant to be consumed, it was meant to be savored and enjoyed in social settings. It provided a sense of ease for those who chose not to drink alcohol, yet it also offered an option for those who still wanted to participate.

In fact, there is even a popular beer and shot combo in Florida called “The Wild Buffalo” – a shot of bourbon, chased with an Athletic Run Wild IPA. It’s these unconventional combinations that have truly captured the essence of this new drinking culture. The Pencil Factory, a bar in Brooklyn, even has a playful unofficial special called “The Hypocrite” – a tequila shot accompanied by an Athletic beer. The name alone perfectly encapsulates the idea of breaking boundaries and defying expectations.

But how did Athletic Brewing Company manage to transform a historically unappealing and lackluster beverage into a thriving $60 million a year business? How did they secure a $50 million investment from Keurig Dr Pepper and establish partnerships with industry giants like Netflix and JetBlue? And how did they become a modern brand that has revolutionized the way we drink, can by can?

To find the answers, we need to visit Milford, Connecticut, home to the world’s largest nonalcoholic brewery. It’s a unique place, filled with the intoxicating aroma of fermenting beer and massive stacks of empty cans waiting to be filled and distributed to stores, restaurants, and bars across the country. Bill Shufelt and John Walker, the founders of Athletic Brewing Company, meet me in a glass-walled conference room adjacent to their bustling operations. Both exude a passion for their craft, with Shufelt’s clean-cut, all-American appearance and Walker’s more reserved demeanor.

They explain that they embarked on this journey because they believed that the potential market for nonalcoholic beer was vastly underestimated. Instead of being reserved for special occasions, they wanted to create a product that could be enjoyed by everyone, all the time. “Most people are not drinking most of the time,” Shufelt notes. And he couldn’t have been more right.

With their unwavering commitment to quality and taste, Athletic Brewing Company has managed to capture the hearts and palates of beer enthusiasts across the globe. Their loyal customer base, 80% of whom still consume alcohol, willingly pays a premium for a six-pack of their nonalcoholic beer. They’ve shown us that enjoying a beer is not just about the alcohol content but about the experience, the flavor, and the social connection it brings.

So, the next time you find yourself reaching for a beer, consider breaking free from the norm. Dive into the world of Athletic Brewing Company and challenge your preconceived notions. Trust me, you won’t be disappointed.

The concept of grabbing a midday beer in the office may seem strange, especially when you know it doesn’t contain any alcohol. But for Rob Shufelt, the founder of Athletic Brewing Company, it was an idea that sparked a revolution in the craft beer industry.

Before starting Athletic Brewing in 2017, Shufelt had worked at a hedge fund, where the work-hard, play-hard culture was prevalent. However, he decided to take a break from alcohol to improve his performance in endurance races. This decision led him to look for a good nonalcoholic beer, which he admits he had previously made fun of.

But as a finance guy, Shufelt saw a significant economic opportunity in the nonalcoholic beer market. He discovered that over 30% of Americans don’t drink at all, and nearly 60% barely drink. “That’s a ton of money left on the table,” Shufelt realized. Contrary to popular belief, nonalcoholic beer wasn’t just for an extremely niche market; most people were not drinking most of the time.

Inspired by his wife, Shufelt took a leap of faith and quit his job to start his own nonalcoholic brewery. However, finding a brewer to partner with was a challenging task. After countless rejections, he finally met John Walker, a craft brewer from New Mexico who was ready to move back to his home state of Connecticut. Walker was intrigued by the opportunity, even though Shufelt conveniently left out the fact that it was a nonalcoholic venture.

In their first summer on the market, Athletic faced an unexpected challenge: they couldn’t keep up with the demand. From initially being told that no one would drink their nonalcoholic beer, they suddenly found themselves dealing with complaints about shortages. The experience made them reflect on their decision to build a small brewery based on all the negative feedback they had received.

Beer has been a unifying element in human culture for thousands of years, bringing people together across different civilizations. Nonalcoholic beer, on the other hand, faced a rough start in the United States during Prohibition, being associated with strict governmental restrictions. By the 1990s, Anheuser-Busch’s O’Doul’s dominated 45% of the nonalcoholic beer market.

What sets Athletic Brewing apart is their brewing process, which allows them to create nonalcoholic craft beer that tastes remarkably similar to its alcoholic counterpart. Unlike most nonalcoholic beers that are regular beers with the alcohol removed, Athletic’s beers are meticulously crafted to be nonalcoholic from the beginning.

John Walker developed a proprietary and secret process to achieve this. Rather than removing alcohol, they focus on carefully combining ingredients to create a fully fermented beer with less than 0.5% ABV. Years of experimentation and tinkering in Walker’s garage eventually led to a product they were satisfied with.

Today, Athletic has become the second-largest nonalcoholic beer brand in the country, on track to surpass Heineken 0.0. By tapping into the growing market of non-drinkers and those seeking alternative options, Athletic Brewing has become a pioneer in the craft beer industry.

So next time you’re at the office, sipping on a midday nonalcoholic beer, you can appreciate the story of Athletic Brewing and the innovation that brought a whole new experience to the world of craft beer. Cheers!

The decline of alcohol sales has been a growing trend in recent years, but there is one category that is defying the odds and experiencing significant growth: nonalcoholic beer. While alcoholic beer sales have been plummeting, nonalcoholic beer sales have been on the rise, with the category now making up close to 2% of beer sales. In fact, the American nonalcoholic beer market was worth $328.6 million in 2022, a 19.5% increase from the previous year.

One brand that has capitalized on this trend is Athletic, a nonalcoholic beer company that has positioned itself as an aspirational and visually appealing option. Their cans are beautifully designed and feature graphics that evoke images of mountain vistas and open ocean. But it’s not just the aesthetics that make Athletic stand out. Their brews also offer a robust taste with significantly fewer calories compared to their alcoholic counterparts. Drinking Athletic beer gives you a sense of vitality, as if you are in the company of a great rock climber or a triathlete, even if you’re just a regular person.

The name of the company, Athletic, is intentionally positive and easy to remember. It’s a word that can easily be said in a loud bar or restaurant, ensuring that customers can confidently order their nonalcoholic beer without feeling out of place. This is a significant departure from the past when ordering a nonalcoholic beer was often met with confusion or judgment.

While Athletic was focused on perfecting their fermentation process, they found themselves in the right place at the right time as cultural attitudes towards alcohol were rapidly changing. When they first started, the majority of nonalcoholic beer drinkers were over the age of 45. However, that demographic has shifted, and now, 75% of nonalcoholic beer consumers are under the age of 45, with millennials leading the way.

This shift can be attributed to several factors. Alcohol consumption in America is declining, with even younger generations like Gen Z drinking less than their elders. Wellness has become a $450 billion industry, with people becoming more aware of the detrimental effects of alcohol on their health. Prominent figures like neuroscientist Andrew Huberman, whose podcast about the effects of alcohol was one of the most listened to last year, have helped spread this message. Silicon Valley leaders, always on the lookout for ways to optimize their health, have also embraced the trend. And as millennials enter their 30s and 40s, they find themselves making lifestyle changes such as getting sober, starting a family, or pursuing fitness goals.

Two years after trying Athletic for the first time, I found myself at a party on a perfect summer evening. Among the traditional beer and wine options, there was a colorful selection of Athletic cans floating in a kiddie pool filled with ice. My friend Nozlee Samadzadeh, an engineer at The New York Times, had discovered Athletic while recovering from a concussion and needing to avoid alcohol. She was immediately drawn to the brand’s taste and appearance and continued to enjoy it even after she could drink again. Having nonalcoholic options readily available at gatherings normalizes the choice to abstain from alcohol and creates a sense of inclusivity.

While the wellness and biohacking trends focus on individual health optimization, they often overlook the importance of community. The Blue Zones, regions where people live the longest, emphasize the role of community in fostering a healthy lifestyle. Perhaps, in our quest for personal health, we should also consider the impact of social connections and how nonalcoholic beer can be a bridge to inclusivity and shared experiences.

In conclusion, nonalcoholic beer is experiencing significant growth in a declining alcohol market. Athletic, with its appealing branding and low-calorie brews, has successfully tapped into this trend. As cultural attitudes towards alcohol continue to evolve, nonalcoholic options provide a healthy and inclusive alternative for individuals seeking to improve their overall well-being. So, the next time you find yourself at a party or a bar, consider reaching for a can of Athletic and join the growing community of nonalcoholic beer enthusiasts. Cheers to a healthier and more connected future!

The Power of Community at Athletic: It’s Not Just About the Alcohol

In today’s fast-paced and often disconnected world, finding a sense of community and belonging can be a real challenge. That’s where places like Athletic come in, offering more than just healthy food and fitness options. What sets these places apart is their ability to create a tight-knit community that provides a much-needed sense of connection and camaraderie.

Loneliness has become a prevalent issue in our society, with a nationwide epidemic leaving many feeling isolated and disconnected. For those who choose to abstain from alcohol – whether it be for sobriety reasons or due to marathon training – the lack of social activities centered around drinking can further exacerbate these feelings of isolation.

However, Athletic has successfully proven that socializing doesn’t have to revolve around alcohol to be enjoyable. There is something inherently pleasurable about cracking open a cold one and sharing the experience with others. It taps into a ritualistic aspect of our humanity that is deeply ingrained.

One particular incident stands out as a testament to the power of Athletic’s sense of community. While on vacation, the founder of Athletic, Samadzadeh, discovered that people were stealing her non-alcoholic beer to use in a popular drinking game called beer pong. This incident highlighted the fact that Athletic, despite its alcohol-free offerings, was still able to provide a space for people to come together, have fun, and bond over shared experiences.

What makes this community even more unique is that it caters to a diverse range of individuals. Whether you’re a non-drinking individual looking for a place to hang out and socialize, or someone who simply wants to enjoy a healthier alternative to traditional alcoholic beverages, Athletic has got you covered. It proves that a sense of belonging and enjoyment can still be achieved without compromising one’s health or personal choices.

In a society where loneliness is on the rise, it’s refreshing to see establishments like Athletic paving the way for meaningful connections and a sense of togetherness. So, if you’re looking for a place to hang out, have a good time, and be part of a welcoming community, give Athletic a try. You won’t be disappointed.

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