Athletic Brewing Owners Bill Shufelt and John Walker

Thirsty Thursdays @3PM EST

Welcome to Thirsty Thursdays @3PM EST! 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.

This week, I’m speaking with John Walker and Bill Shufelt with Athletic Brewing. Bill, who was living a busy life within the finance sector, who also loved working out became tired of drinking alcohol with all the after affects that come along with it.

So, in 2014 he 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 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 as well as launching Geralt’s Gold, which was Helles inspired in a 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.”

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Resources:
The Obstacle Is the Way by Ryan Holiday

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