Athletic Brewing Co.

Revolutionizing non-alcoholic craft beer

Athletic Brewing Co. is a non-alcoholic brewery that was founded in 2017 by Bill Shufelt and John Walker. The company is headquartered in Statford, Connecticut, USA. The founders, both avid athletes, recognized the need for high-quality, non-alcoholic beer options for individuals who wanted to maintain an active lifestyle without compromising their health or fitness goals.

Over the last few years, Shufelt, 39, and his cofounder, John Walker, 42, have created the buzziest beer brand in America by creating craft brews without the buzz. Alcohol-free beer, often bland and thin, has long been seen as the brewer’s equivalent to decaf coffee or tofu turkey.

Athletic Brewing is out to eliminate the stigma, making hoppy IPAs, crisp ales and toasty porters with the flavor and feel of a craft beer—but with less alcohol than a slice of rye bread.

A six-pack costs about $10. “Humans have been drinking beer for more than 5,000 years,” says Shufelt, a former hedge fund trader who, a decade ago, gave up booze to improve his market focus. “I’m a beer lover and food lover—it blew my mind that there wasn’t a beer for people living modern, healthy lifestyles.”

History: The company was born out of a desire to provide a non-alcoholic beer option that didn’t sacrifice taste or quality. The founders, Bill Shufelt and John Walker, started the company with the mission of crafting great-tasting, non-alcoholic beers that catered to the growing demand for healthier beverage alternatives. Since its inception, the company has experienced rapid growth and has become a prominent player in the non-alcoholic beer market.

Development: It has focused on developing a diverse range of non-alcoholic beer options that appeal to a wide audience. They have invested heavily in research and development to perfect their brewing techniques and recipes, ensuring that their products deliver the same great taste and quality as traditional craft beers. Additionally, the company has collaborated with renowned brewers and industry experts to further refine their offerings and stay at the forefront of innovation in the non-alcoholic beverage market.

Strategy: Athletic Brewing Co. has employed a multi-faceted strategy to drive growth and establish itself as a leader in the non-alcoholic beer segment. Key elements of their strategy include:

  • Product Innovation: The company continuously introduces new and innovative non-alcoholic beer flavors and styles to cater to evolving consumer preferences.
  • Marketing and Branding: It has focused on building a strong brand identity centered around health, fitness, and active lifestyles. They leverage social media, influencer partnerships, and events to connect with their target audience and promote their products.
  • Distribution Expansion: The company has expanded its distribution network to make its products more widely available across the United States. They have forged partnerships with retailers, restaurants, and online platforms to increase accessibility and reach new customers.

Products: The company offers a diverse lineup of non-alcoholic beers, including pale ales, IPAs, stouts, lagers, and more. Some of their popular products include:

  • Upside Dawn Golden Ale
  • Run Wild IPA
  • Upside Dawn Golden Ale
  • Cerveza Atletica
  • All Out Stout

These products are crafted using high-quality ingredients and brewing techniques to deliver a full-flavored drinking experience without the alcohol. Additionally, the company periodically releases limited-edition seasonal offerings and special releases to keep their product portfolio fresh and exciting.

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