Beer-articles 913

Over 326 hazy IPAs were entered into this year’s World Beer Cup. Below are the judges’ top three selections. The World Beer Cup is highly regarded in the craft beer community, particularly for its juicy or hazy IPA category. This year, over 326 hazy and hoppy IPAs competed. From these, only three were awarded medals, with one claiming the gold.

This unfiltered beer variety is true to its name, featuring a hazy, cloudy look. Hazy IPAs are famed for their intense hop aroma and minimal bitterness, alongside a smooth, pillowy texture and vibrant, juicy tropical tastes. This style has dominated the industry over the last decade, although it’s challenging to perfect. Since hazy IPAs are unfiltered, they must be consumed promptly to maintain their peak flavor, which can quickly decline. Moreover, poorly crafted variants may retain excess yeast, causing an undesirable “yeast burn” flavor. Despite my numerous disappointing experiences with this type, leading me to generally avoid it when the brewery is unknown, a well-crafted hazy IPA remains a remarkable find, like the award-winners mentioned below.

This particular IPA, brewed with Citra and Mosaic hops, features a 6.9% ABV and 45 IBU. It’s not just a World Beer Cup winner; it also claimed gold at the 2019 Great American Beer Festival. While it isn’t available for nationwide shipping, it’s certainly worth a visit to Chicago to try.

This California brewery is “Inspired by a spirit of adventure, creative thinking and a healthy respect for the great outdoors.” The beer list is constantly rotating, so you may not be able to find Art Isn’t Real but there are other hazy options always available on tap and beers from the brewery have won previous accolades. If you live in California, you can have MadeWest beers shipped directly to your house.

According to the brewery, “This Hazy IPA hits all the notes with a nice soft body, easy bitterness, and [is] bursting with tropical fruit.” It has a 7.2 ABV and features Sultana, Simcoe, HBC 586, and HBC 630 Citra, hops. The beer’s name is based on fun brewery lore: the brewery’s unofficial mascot is King Lupu and Queen Lupu is a follow-up a King Lupu beer that was previously brewed.

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By Stack Commerce

Posted on Jun 5, 2024 9:00 AM EDT

If you thought nothing could beat the feeling of cracking open a cold one on a hot summer day, try brewing your own beer. Years ago, that meant learning what was basically wizardry, but now you can get this all-in-one machine that makes it easier than making your morning coffee.

The iGulu brewer comes with three beer kits, but you can also try your own recipes, like kombucha. Add one to your cart and sip away at home craft beer all summer long for $699 (reg. $806.97) and get it shipped free.

Can you believe it only takes three small steps to make your own beer? Just stir the ingredients into filtered water, tell iGulu what you’re brewing, wait seven days, and pour yourself a frosty glass.

Choose from the Amber Lager, Pale Ale, or Bavarian Wheat Hefeweizen kits and enjoy a fresh gallon for up to 30 days. These are all excellent summer choices and are generally likable if you aren’t familiar with craft beers but want to try something new.

The fastest way to make it yours is by heading directly to checkout now.

For a limited time, the iGulu beer-making kit includes the Master Mode feature for free—an app-enabled option that lets you brew your own beer recipes, a value of $100. You can look up recipes online or create your own mix.

The iGulu device can also be used as a kegerator for 5-gallon kegs, providing a convenient option to chill store-bought kegs during the summer.

Additionally, the company is in the process of developing kits for brewing kombucha, allowing you to enjoy a variety of fermented drinks.

Skip to checkout and make this summer unforgettable with the iGulu brewer available for $699 with free shipping, originally priced at $806.97.

StackSocial prices subject to change.

New York Beer Project is preparing to launch its fourth venue, situated in Orchard Park, named the “New York Beer Project Beer Lodge.”

Jeff Goulet, from Loophole Brewery, served himself a drink at the 87th Mighty Oktoberfest on Fort Street in Springfield on the evening of Friday, October 7, 2022.

In the Spanish-speaking world, Bruce Springsteen is referred to as “El Jefe” (“The Boss”).

However, in the beer circles of Western Massachusetts, the title of “The Boss” is owned by Jeff Goulet.

No one perhaps is more fitting of the title than Goulet, not only a co-founder of the fresh Loophole Brewing in Downtown Springfield, but also a pivotal figure in establishing the Worthy Craft Beer Showcase. This annual beer festival is set to take place from noon to 4 p.m. on June 15 this year on Worthington Street.

With Loophole now fully operational following its phased launch in April and with Worthy Fest fast approaching, it seemed like an ideal moment to interview El Jefe (a nickname based on his actual name).

The first thing you should know is that Goulet entered the brewing industry later than many—his journey began out of a sheer annoyance with beer.

“When I was in college, I really hated beer,” he admitted. “I drank gin and tonics and wine. I think what bothered me was the mass-produced quality of the beer. I experimented a bit with some friends who were homebrewing beer and cider, as well as mead and cyser. That experience really captivated me.”

Years later, Goulet was driven by his ongoing dissatisfaction with the norm to start a beer festival of his own.

“So a good friend of mine and I were pretty frustrated with brewfests. Nothing worse than spending tons of time waiting in line to get in, then waiting in another line for an ounce of beer, which you drink while in line for the next,” he said. “We wanted something to showcase the beers, not just consumption. We wanted something staffed by brewery owners, brewers, and brand ambassadors, not brewfest volunteers that likely know little to nothing about your beer.”

One of the ales available at Loophole Brewing is named after Duryea Way in Springfield. (George Lenker photo)

Goulet & Co. also interviewed the other side – the breweries themselves – to see what they liked and disliked about beer fests.

“Many brewfests later, many miles, and even a couple countries, we had a plan set to launch The Worthy.”

The Worthy distinguishes itself with a unique setup of 60 brewers, split evenly between 30 professionals and 30 amateurs, each presenting their finest brews. The vigor and dedication of the participants are what inspire Goulet to orchestrate the event annually.

“It’s the fervor and skill of the home brewers that captivate me. It’s particularly rewarding to watch individuals transition from the amateur tent to the professional brewers’ tent,” Goulet shares about his most cherished aspect of the festival.

By a happy coincidence, Loophole Brewing is located just around the corner from The Worthy’s venue. This year, the festival will expand to include the nearby Duryea Way, a move that Goulet believes is serendipitous.

“We are excited about enlarging The Worthy’s presence this year,” Goulet remarks. “The festival initially began with just closing off Worthington Street, then it expanded into Stearns Square, and now includes Duryea Way.”

While that all seems like a beautifully executed plan, fate definitely seems to have had a hand in the result. Goulet said Loophoole had already had several other potential sites fall through.

“Finding a home for Loophole, believe it or not, has been pretty difficult,” he said. “Finding a place that makes sense for a brewery is a much harder task. Over the past five years, there have been three other locations we were set on opening, but for all different reasons, that never happened.”

The brewery itself is large and spacious, with two floors, a beer garden, a rooftop space overlooking the garden, and an upstairs room with a stage for performers. The capacity is 525 – 325 on the first floor and 200 on the second floor. There are 10 taps. John Geraci (formerly of Amherst Brewery) serves as head brewer, and Goulet has two other partners: Todd Snopkowski, and Aaron Saunders.

Goulet also said that the brewery has no specific targets as far as styles or market segment.

“No particular goals, no specific market segment. We consciously focus on being a well-rounded brewery, offering a variety of styles. We also offer nonalcoholic beer, wine, prosecco, and liquor. Something for everyone,” he said.

What has surprised Goulet the most about his new venture?

“How many people can’t find the building and don’t know we are open. We are at 51-59 Taylor St. in Springfield,” he said. “It’s a giant 15,000-square foot building. Pretty hard to miss.”

Last but not least, which Loophole beer would he recommend to someone visiting the brewery for the first time?

“Easiest question so far – First Encounter. It’s our flagship, our first contracted beer, our first canned beer, etc. It was originally made for the 100th anniversary of Western New England University, back in 2019.”

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TL;DR: Ever dreamed of making delicious, refreshing beer at home? It’s easier than ever with the iGulu, an all-in-one, fully automated home brew system that’s on sale for $699 (reg. $806).

The modern beer drinker has far more options and flavors to explore than those who came up in generations past. For those of us who have taken to the revolution of craft beer with enthusiasm and excitement, you can finally create your own ale from your apartment with an affordable and capable product.

How? With the iGULU F1, an all-in-one, fully automated home brew system designed to make brewing high quality, fresh beer easier than ever and in just a few clicks. Now, this nifty device is on sale for $699 (reg. $806).

Designed to simplify the process of brewing beer in your own home, the iGulu F1 allows its users to brew with ease, much like preparing a cup of coffee in the morning. It involves a straightforward three-step brewing process.

These steps are:

The iGulu is equipped with a variety of functionalities that enable brewing beer at home feasible, including an integrated air pump that streamlines the brewing operation.

Additionally, an automated temperature control maintains the quality of the brewing, while the automatic pressure control and release ensure that the brewing process remains safe and easy for beginners.

This ingenious system features an intelligent fermentation system that actively monitors and adjusts your brew’s fermentation temperature to ensure optimal results. Additionally, its advanced cooling technology and DC compressor offer a wide temperature spectrum and can infuse CO2 into your beer, maintaining its freshness for up to two weeks!

Interested in crafting a specific beer brand at home? The iGULU is compatible with famed brands such as Benediktiner Weissbier and Heineken. Beyond beer, this versatile system also enables you to brew kombucha and other delicious fermented beverages.

iGulu has earned acclaim from both users and experts. It has been highlighted by media outlets including Stuff, Digital Trends, Digital Journal, and CNET.

There’s no need to visit the local beer hall or brewery to enjoy exquisite brews — you can craft them right in the comfort of your home.

Don’t miss your chance to pick up the iGulu F1 All-in-One Automated Home Craft Beer Brewer for $699 (reg. $806).

StackSocial prices subject to change.

Bottles of beer adorned with the five Olympic rings are currently being produced at Anheuser-Busch InBev NV’s brewery in Belgium, gearing up for the upcoming Paris Olympic Games.

This event marks the first time in 100 years that Paris has hosted the summer Olympics, and the city is determined to make a significant impact, especially after the challenges presented by the Covid-19 pandemic at the virtually spectator-less Tokyo Games. Remarkably, this year’s event will also introduce beer as an official sponsor for the first time in Olympic history, highlighting athletic excellence.

Interestingly, the sponsored brew, Corona Cero, is a non-alcoholic beverage.

Anheuser-Busch InBev, the largest brewer globally, seeks to promote this non-alcoholic variant, launched in Europe only two years prior. With the Paris Olympics poised to be a massive promotional platform, AB InBev aims to capitalize on this opportunity to cement its standing in the fast-growing non-alcoholic segment of the beer market.

Read More: Why Beer Is the World’s Most Beloved Drink

Worth $13 billion and counting, brands from Heineken to Guinness, and now Corona Cero, see a cohort of health-conscious consumers—many young, others older and wanting out of a booze culture—whose wallets they can tap.

Master brewers have been working on formulas to try to replicate the taste and texture of the real thing. Heineken, Guinness and Budweiser are all now available alcohol-free, while hundreds of craft brewers and newer labels are emerging to target the market.

For Michel Doukeris, the chief executive officer of AB InBev, it’s quite simple: “The consumer has changed.”

No-alcohol beer, which consists of beers with an alcohol content below 0.5%, represents a small niche in the beverage market with its annual production of 31.4 million hectoliters. This is significantly less compared to the 1.93 billion hectoliters of alcoholic beer produced globally, data from GlobalData Plc suggests. However, this segment has seen a notable compound annual growth rate of 3.6% since 2018, in contrast to the 0.3% growth rate for alcoholic beer. In the United States, the percentage of adults aged 18 to 34 who report consuming alcoholic beverages has declined from 72% in the early 2000s to 62%, according to Gallup.

These trends are significant for businesses, particularly for major players like AB InBev, which has acknowledged it will likely miss its target of generating 20% of its sales from low or no-alcohol beer by the year 2025. See report.

“Many prominent sports events like the Olympics often feature 0% alcohol variants of flagship beer brands,” explained Susie Goldspink, head of no and low alcohol insights at market researcher IWSR. “This emerging focus is aligned with the growing trend as well as promoting a moderation agenda for responsible consumption.”

This market dynamic also offers broader advantages for beer companies. By marketing their non-alcoholic products under the same brands as their alcoholic versions, these companies enhance brand recognition and navigate the growing restrictions on alcohol advertising more effectively.

The promotion of non-alcoholic beers through sports events is on the rise, with notable examples like Heineken 0.0’s association with Formula 1 and Diageo Plc’s Guinness 0.0 at the Six Nations rugby. Last year, Carlsberg A/S distributed 400,000 cans of the non-alcoholic French beer, Tourtel Twist, at the Tour de France cycling event.

Read more: How to Talk About Beer Like a Pro

Amid increasing brand competition, Carlsberg is strategically placing Tourtel Twist as the preferred non-alcoholic beer for the upcoming Paris Games.

“We are the official beer of Paris and France,” said Jacob Aarup-Andersen, CEO of Carlsberg. “They are the official beer of the Olympic movement. At the events, Tourtel will be the beer you’re served.”

U.S.-based Athletic Brewing Co., which specializes in non-alcoholic beverages, believes that an Olympic sponsorship promotes the growth of the entire category.

“Sometimes to move the needle you need bigger players that can help drive awareness,” said John Walker, the company’s co-founder.

For beverage companies, adapting to shifting trends is critical. These changes have contributed to the downfall of numerous establishments with over 7,000 bars closing in the last decade in the U.K., reports the British Beer and Pub Association. Factors such as alcohol duties, high rents, and stringent regulations have influenced these shifts, alongside evolving consumer drinking habits.

With a focus on millennials and Gen Z, who often use social media and look to decrease their alcohol consumption, it’s crucial for companies to offer appealing alternatives to conventional alcoholic beverages, rather than lose these consumers to competing brands or simpler choices like soda or water.

Heineken 0.0 currently leads the global market in non-alcoholic beer sales, with other top contenders including Suntory All-Free from Japan and Brahma 0.0%, which is owned by AB InBev.

In Germany, home to the world’s oldest brewery still in operation, non-alcoholic beers have been produced since the early 1990s. In 2020, responding to increased demand, Weihenstephan, owned by Bavaria, significantly expanded its production of non-alcoholic beers. Now, its non-alcoholic wheat beer comprises nearly 10% of its total sales and ranks as the third most popular product.

However, extensive marketing alone cannot sustain the non-alcoholic beer segment if the products are not appealing.

Historically, non-alcoholic beer was often viewed as inferior in taste compared to its alcoholic counterpart, which disappointed many consumers. Breweries faced a significant challenge: how to replicate the rich flavor profile of their beers without the alcohol. The question was whether to prevent the formation of alcohol during fermentation or to extract it post-brewing a normal strength beer.

According to Jim Koch, chairman of Boston Beer Company, which brews Samuel Adams, recent taste advancements were achieved as brewers mastered a low temperature distillation technique. The company introduced its non-alcoholic beer, Just The Haze, in 2021.

Introduced in 2017, Heineken 0.0 is crafted using water, barley malt, hop extracts, and yeast—the same ingredients as Heineken. The alcohol is removed through vacuum distillation, and then natural flavorings and aromas are added back to closely mimic the original’s taste.

“For a couple of years, I refused to start developing Heineken 0.0,” commented Willem van Waesberghe, Heineken’s global master brewer. “Because I’d never tasted a good one.”

The Olympic Games are set to begin in two months, with the Opening Ceremony scheduled for July 26. AB InBev is preparing to launch details of its campaign aimed at “accelerating no-alcohol beer growth.”

Beyond that, getting no-alcohol beer on tap is expected to deliver the next leap in terms of volumes, increasing sales in bars by making the drinks more socially acceptable. It’s yet another technical challenge, but one that brewers are working on.

“It’s like rosé in the south of France is always better than at home,” said Waesberghe. “And in a bar you like the draft, it gives you the impression of authenticity.”

Beer and ice cream are quintessential summer delights.

However, it’s not as simple as mixing a scoop of mint chip into a pint of pale ale.

Instead, you might trust one of the top ice cream parlors to craft a selection of beer-infused ice creams, creating the ideal summer combination as temperatures rise and pool season begins.

The Salt & Straw Brewer’s Series offers a collection of five unique flavors, each blending a distinct beer from various American microbreweries. This series was launched today in stores and online for nationwide delivery, and it will be available until the end of June.

The collection offers a diverse range of flavors, featuring a porter, stout, lager, ale, and hazy IPA. However, the process of making beer-infused ice cream is more complex than just mixing beer with ice cream.

As explained by Tyler Malek, co-founder and head ice cream maker at Salt & Straw, beer alone does not have a strong enough flavor profile to counterbalance the rich fat content of ice cream. Efforts to enhance the beer’s flavor by heating it ended up altering its inherent qualities. Therefore, Tyler had to meticulously break down each beer and reconstruct it into a creamy, sweet version that faithfully represents the original beer flavor in every spoonful. This meticulous process benefits the consumer immensely.

Here is a list of the five distinct flavors available, including details about the breweries involved and the methods used to create these ice creams.

Métier’s Black Stripe Porter & Bread Pudding

Métier Brewing, located in Seattle, stands out as one of the few black-owned breweries in the country and exemplifies how such establishments can foster a sense of community through beer. Tyler combines three types of malts, one variety of barley, and toasted coconut, which he then mixes with additional hops to forge an ultra-concentrated syrup. This concoction is transformed into an unfiltered coconut beer, mirroring the flavor elements of Métier’s Black Stripe Porter. Subsequently, this syrup is blended into an ice cream base along with Donna Moodie’s acclaimed gooey bread pudding from Seattle and crunchy toffee.

Breakside’s Barrel-Aged Chocolate Stout

Located in Portland, Oregon, Breakside Brewery holds recognition as an esteemed microbrewery. Collaborating with lead brewer Ben Edmunds, Tyler created a bespoke barrel-aged beer named Shasta Taffy for this particular flavor. Cocoa nibs are immersed in the brew for four days, post which they are dried and incorporated into chocolate to craft a chocolate bark. This beer-infused bark is then whisked into the ice cream, interlaced with a homemade tres leches cake swirl that uses two types of milk, with the stout serving as the third component.

Russian River’s Supplication Ale w/ Manchego

Russian River Brewing, located in Santa Rosa, California, is renowned for its creation of hoppy and Belgian-style beers. Their notable Supplication Ale is crafted by aging it in pinot noir barrels along with sour cherries for 12 months, and it’s released annually. This distinctive sour brown ale is innovatively combined with a creation of light fudge made by Tyler, infused with three-month-aged Manchego cheese and tart-cherry marmalade, giving a unique twist inspired by a classic beer and cheese tasting experience.

Monkish’s Space Cookies & Cream Hazy IPA

Located in Torrance, California, Monkish Brewing is an Asian-owned establishment that focuses exclusively on Belgian-style beers and is amongst the pioneers of the hazy IPA on the West Coast. Tyler extracts flavors from their Space Cookies beer, reminiscent of ‘nilla wafers, to craft an ice cream. This includes making a hops-flavored simple syrup blended with a citrus syrup crafted from fresh grapefruits and orange zest, mirroring the beer’s flavors, and integrating this with a swirl of ‘nilla wafer cookie butter.

La Tropical’s La Original Lager w/ Guava

La Tropical, which began in Cuba, ceased operations for 60 years following the revolution, only to be revived in 2020 in the Wynwood district of Miami. Using their century-and-a-half-old Cuban Ambar Lager recipe, Tyler crafts a uniquely tropical ice cream. This creation features homemade flan topped with sweet guava drizzle and infused with hints of honey.

Miss Mary MacNeil, residing above the White store near the waterfront, suffered a fall from the second-floor balcony into a cistern on Wednesday morning, resulting in a fractured right hip among other injuries.

The collapse of the balcony caused her to fall a considerable distance into the water below. A water barrel, which was also on the balcony, narrowly missed hitting her as it toppled down alongside the collapsing structure.

Witnessing the accident, nearby residents quickly came to her aid. She was subsequently transported to Petoskey hospital. Having spent the winter in Grand Rapids, Miss MacNeil had returned to her home just three weeks prior to the accident. She is 74 years old.

Beer enthusiasts in Northern Michigan are slated to enjoy a brief two to three week respite before facing increased prices on their preferred brews.

Starting Monday, the cost of boxed Budweiser, Strohs, and Pabst beers in Detroit will rise by 50 cents, impacting local consumers right away.

An inquiry at regional beverage outlets on Friday revealed that in the Petoskey area, residents might not see price increases on their beer until mid-June.

“Prices are not ascending here on Monday,” mentioned Jim Harris of Quality Beverage Co., “however, they are expected to rise later in the month.”

Harris attributed the price increase to the rising costs of cans (the cost for a case of empty beer cans increased by 8 cents last week), escalated grain expenses, and the repercussions of the 40-day Strohs strike that concluded last month.

A case of beer experienced a 30 cent price hike last November, and beer distributors anticipated an even larger increase.Hello, I need some assistance with my English assignment. Could you help me please?

Jim Harris at Quality Beverage thought there might be a temporary beer buying slowdown — but no lasting effects.

“It always hurts for two to three weeks,” Harris said. “But it doesn’t stay that way.”

This article originally appeared on The Petoskey News-Review: Reviewing the news: Water falls and beer prices

Sometimes the best ideas are hiding in plain sight. In 2017, Bill Shufelt—a Connecticut hedge fund guy—was tired of hangovers. Or more specifically, back-to-back hangovers from an endless stream of work dinners. Why wasn’t there a non-alcoholic beer that tasted good and was (don’t laugh) aspirational enough to enjoy in front of clients? That was Shufelt’s pitch for Athletic Brewing—which 120 venture capitalists swiftly passed on.

How does an entrepreneur get right back up to pitch again? And again? That’s the story of Athletic Brewing which, seven years after those disastrous meetings, is now the number one selling beer at Whole Foods (alcoholic or not). Celebrity ambassadors like J.J Watt, Naomi Osaka, and Karlie Kloss have all shilled for the brand; a writer for GQ once described the near-beer’s flavor profile as “bitter and complex,” adding: “It tasted real.” For that, you can thank Athletic’s co-founder and head brewer, John Walker, who is a veteran of Second Street Brewery in Santa Few, New Mexico.

Whether Athletic’s founders anticipated the wellness trend or got lucky doesn’t really matter. (For the record, some 80% of their customers also drink traditional beer.) But the industry was suddenly paying attention. In 2022, Keurig Dr Pepper—owner of brands like Canada Dry, Snapple and Green Mountain—invested $50 million dollars in Athletic Brewing, taking a minority stake in the company. According to Global Market Insights, the nonalcoholic wine and beer market is set to surpass $30 billion by 2025. And Bud and Coors are now pushing their own non-alcoholic beers. Anheuser-Busch, meanwhile, announced they want 20% of their global beer sales to be alcohol-free by 2025.

How did we get here? How did a non-alcoholic beer end up in everyone’s summer cooler? Over some cereal and (naturally) a few cans of Athletic Brewing, the company’s founders talk J.J. Watt, what it takes to reinvent a category, and one very surprising encounter with law enforcement.

Athletic Brewing cofounders John Walker and Bill Shufelt launched the non-alcoholic beer company in 2017.

MICKEY RAPKIN: We often talk with entrepreneurs about disrupting a category. But in this instance, there was almost no category to disrupt. When I was a kid, the only non-alcoholic beer was O’Doul’s and it was a joke. What made you think that there was a market here?

BILL SHUFELT: I was sitting there as just a modern, healthy, busy adult who wanted a beer that kept up with my lifestyle, and there was nothing out there that did that. I was like, “I have to get up and do busy stuff tomorrow. I can’t go to that dinner.” I started asking either my sell-side coverages or colleagues, “Would you rather meet at a SoulCycle or Barry’s Bootcamp instead of doing a dinner tonight?” And everyone was like, “Yes.” It just seemed like it was a category hiding in plain sight.

RAPKIN: Didn’t 120 V.C.s turn you down?

SHUFELT: There was a time when I’d dine with eight prospective investors, only to be met with eight rejections in a row. There was a period where I faced a string of 30 consecutive no’s—an incredibly disheartening phase. But then, an old college mate of mine convened a group of four friends who all agreed to invest $5,000 each. This was incredibly uplifting, especially given the lack of enthusiasm I’d been encountering.

RAPKIN: Does the experience of receiving funds from friends rather than a bank feel distinct?

SHUFELT: Our initial round of investment was backed by 66 individuals. There’s indeed a massive exertion of pressure due to fiduciary obligations towards shareholders. Both John and I left our jobs, with John even relocating across the country. We truly made some significant sacrifices.

ERIC RYAN: Can you relate an instance of an early setback?

SHUFELT: We have this old chiller that would just inadvertently blow glycol all over the parking lot.

RAPKIN: Wait, what’s a chiller?

Athletic now has brewing facilities in Milford, Connecticut and in San Diego, California.

SHUFELT: It runs coolant throughout the jackets around the beer—not actually touching the product, but it cools the tanks. Every once in a while it would just blow out—from pressure—all over the parking lot. We’d not only lose time and lose beer but we’d have to do a big cleanup, too.

JOHN WALKER: Producing each drum required an investment of about a thousand dollars, and we were quickly burning through our funding.

RYAN: Many find the biggest challenge in designing a non-alcoholic beverage is capturing the distinct mouth feel and heat of alcohol. How did you tackle this?

WALKER: Our approach is to start with the end result and work our way back. Will this have a water profile similar to a Czech Pilsner? Or will it have the finish of a Northeast or Northwest IPA? Rather than trying to mimic alcohol, we focused on what truly defines a beer – the malt, the hops, the water, the carbonation, and even the occasion.

RYAN: That’s an interesting perspective. The occasion does add its own distinct flavor when enjoying a beer. Such a thought-provoking idea.

RAPKIN: Do you still drink alcohol?

WALKER: I do, yeah. My tagline is, “I drink a lot less alcohol and a lot more beer.”

RYAN: What you did was take the social stigma out of non-alcoholic beers. And it’s a big part of my playbook. Cleaning products are really dorky, but when I launched Method, I found the aspiration of home design as a way to make it cool.

RAPKIN: That’s right. Did J.J. Watt make it cool to drink non-alcoholic beer in public?

SHUFELT: We initially gained notice among advanced endurance competitors. Then we enjoyed another surge in popularity, with J. J. Watt being among our new supporters. He says, “I enjoy your beer while watching college football on Saturdays. And I feel great when I play my games on Sunday.” He did mention, “Bill, I’m not yet ready to be seen as the face of non-alcoholic beer. But I’ll chip in where I can.”

Bill Shufelt, a co-founder, abandoned his hedge fund career to dedicate himself to Athletic Brewing.

RYAN: The positive aspect is that Athletic Brewing can be sold in locations where you wouldn’t ordinarily see beer.

SHUFELT: True. To name some, places where beer has never been seen before: State Parks.

WALKER: Climbing gyms. The office.

SHUFELT: My favorite beer every day is my drive-home-from-work beer. That’s not exactly an alcohol occasion.

RYAN: Have you been pulled over yet with a beer in your hand?

SHUFELT: I haven’t. But one of our teammates got pulled over, I think it was about 1:00 A.M., a couple months ago, and an eagle-eyed police officer saw the beer in his hand and pulled him over. Which makes total sense. But I guess he was nice enough and let him on his way.

RYAN: I was contemplating the extensive data you must gather on your clients thanks to e-commerce sales.

SHUFELT: We mentioned to our investors, friends, and community that our e-commerce business will be launched right from the start. Many queried the feasibility considering the weight and the resultant cost of shipping beer. Yet, we responded, “We’ll start by shipping one package at a time, learning from each order we process.” Consequently, we now have a direct communication channel with our customers—possibly the fastest iterative loop in the beer industry.

RYAN: You’re referring to new flavors, are you not?

SHUFELT: Absolutely. We have direct relationships with millions of customers. I believe we’ve established the first truly omnichannel business in the beer space.

RAPKIN: While discussing marketing, have you considered stadium naming rights? This is usually associated with beer brands.

SHUFELT: We explored one opportunity with stadium naming rights to some extent. Although it might not have been the most effective use of our time, it’s something we may pursue in the future. We have a wealth of fun concepts in mind. I’m open to evaluating any ideas.

Athletic Brewing can be sold in locations where you wouldn’t normally expect to find beer.

RAPKIN: Athletic Brewing has now become Whole Foods’ best-selling beer. Keurig Dr Pepper has invested $50 million in your company. Have any of the venture capitalists who initially rejected you returned to admit they were mistaken?

SHUFELT: We’ve had a lot of outreach from people who passed on us and I kindly say they had their shot. I mean, I definitely don’t blame anyone for passing. We were pre-revenue, we didn’t have product, I was literally walking around with a 96-page business plan but no product. And it was kind of, “This is what the world could be. We’re going to build a brewery, and this is where we hope to take it.”

RAPKIN: Last question. Bill, when you launched this thing, you were working at a big hedge fund in Connecticut. What made you feel like it was time to take a leap? Were you dying inside?

SHUFELT: I thought nobody liked what they did for work. And that work was something you did to be able to participate in the rest of life. I was in the mindset to work really hard, save money— I thought that’s what an adult was. I had this idea [with a] very low probability of economic success. I worked on the plan for two years. It was really my wife who helped me see that we could have a positive impact if we made moderation cool, accessible, de-stigmatized. She had seen the turn in my life. That’s what really got the fire going for me.

The conversation has been edited and condensed for clarity. Click here to watch the last episode of Cereal Entrepreneur, where Unapologetic Foods’s CEO Roni Mazumdar and executive chef Chintan Pandya talk beating the reservation bots, teaching Americans to think outside the naan, and goat brains.

“Cereal Entrepreneur” is an interview series for Forbes hosted by Method founder Eric Ryan and … [+] journalist Mickey Rapkin.

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It’s nearly last call at another Garden City brewery.

Idawild Brewing Co., 5270 W. Chinden Blvd., will close after a final day Friday. It follows the demise of Twisted District Brewing Co., 3840 W. Chinden Blvd.,

which shuttered permanently May 14, citing “economic conditions.”

Calling the announcement “bittersweet,” Idawild provided a different reason for saying goodbye. Owners Matt and Cortni Nader welcomed a child into the world last fall, which reset their priorities.

“We are stepping away to give 100% of ourselves to our family life,”

they posted on Idawild’s Facebook page. “We opened our doors in 2022 with every intention to bring you quality brews for a long, long time, but sometimes, life has other things in store!”

Idawild Brewing will host a farewell party from 2 to 9 p.m. Friday. The brewery plans to raffle off an e-scooter at 8 p.m. Glassware also will be sold starting at 8 — for $2, limit two per person.

The final pours at Idawild and Twisted District are the latest shake-ups in a dynamic Boise beer scene. The Bruery, a boutique brewery from Placentia, California, plans to open a Meridian taproom in late summer. It will be at 1184 S. Silverstone Way, suite 100 — at Eagle View Landing, home to Topgolf off Interstate 84.