Athletic Brewing Expands $1B Market as Lapsed Shoppers Re-Enter Aisle

Bloomberg Originals

Non-alcoholic craft brewing expands the broader beer industry rather than cannibalizing alcohol sales because proprietary recipes and grassroots sampling convert lapsed drinkers at a retention rate exceeding 75%.

AI-assisted summary of Inside Athletic Brewing’s Plan to Shake Up the Beer Industry | Quantum Marketing — original source. Check the original for full context.

Source published: 2026-10-08

Key ideas

Athletic Brewing helped transform non-alcoholic beer from a $100 million niche into an industry generating over $1 billion annually, while still retaining significant runway with national awareness at ~25% and retail distribution under 40%. (14:08)
The brand functions as a net category expander rather than a simple substitute: over 30% of non-alcoholic beer buyers had not visited the beer aisle in six months, and post-trial retention surpasses 75%. (15:31)
Rather than relying on subtractive dealcoholization methods that compromise aroma and flavor, Athletic developed a proprietary, first-principles brewing process backed by over 50 sensory checks per tank. (4:58)
Early growth bypassed traditional ad spend and celebrity endorsements, scaling through Kevin Kelly's '1,000 True Fans' model with over 250,000 face-to-face consumer interactions recorded in Q1 alone. (17:43)

Detailed notes

## Background Published on YouTube by Bloomberg Originals on October 7, 2026, this episode of Quantum Marketing features marketing executive Raja Rajamannar interviewing Athletic Brewing CEO Bill Shufelt. According to the page description, the episode unpacks how Athletic Brewing transformed non-alcoholic beer from a peripheral compromise into a mainstream craft movement by prioritizing quality, wellness, and consumer participation.

## TL;DR Athletic Brewing co-founder and CEO Bill Shufelt details how his personal decision to stop drinking revealed an absence of premium non-alcoholic options, inspiring him to rethink NA brewing from first principles. By replacing subtractive dealcoholization with a proprietary process that preserves natural craft flavor, Athletic reframed alcohol-free beer from an apologetic compromise into an aspirational badge. The brand unlocked rapid adoption through grassroots sampling at endurance race finish lines, overcoming deep-seated consumer skepticism and achieving retention rates exceeding 75%. Rather than seeking to eliminate traditional alcohol, Athletic Brewing positions itself as a positive-sum brand unlocking mindful moderation across entirely new drinking occasions.

## Atmosphere & style The discussion combines polished corporate analysis with an authentic, grounded founder narrative, matching Raja Rajamannar's structured marketing frameworks with Bill Shufelt's candid startup reflections. Watching the exchange feels like an inside look at modern brand-building, transitioning smoothly between the grit of solo parking-lot sampling runs and the scientific precision of brewery sensory rooms. The overall tone is earnest, disciplined, and optimistic, focusing on long-term cultural transformation rather than Silicon Valley hype or flashy disruption.

## Bulletin - [14:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=848s) Athletic Brewing helped transform non-alcoholic beer from a $100 million niche into an industry generating over $1 billion annually, while still retaining significant runway with national awareness at ~25% and retail distribution under 40%. - [15:31](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=931s) The brand functions as a net category expander rather than a simple substitute: over 30% of non-alcoholic beer buyers had not visited the beer aisle in six months, and post-trial retention surpasses 75%. - [04:58](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=298s) Rather than relying on subtractive dealcoholization methods that compromise aroma and flavor, Athletic developed a proprietary, first-principles brewing process backed by over 50 sensory checks per tank. - [17:43](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=1063s) Early growth bypassed traditional ad spend and celebrity endorsements, scaling through Kevin Kelly's '1,000 True Fans' model with over 250,000 face-to-face consumer interactions recorded in Q1 alone.

## Key takeaways - [02:14](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=134s) Bill Shufelt became 'customer zero' after quitting alcohol during ultramarathon training, discovering an absence of quality alternatives while attending 150 finance dinners annually. - [04:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=248s) Athletic discards legacy notions of 'sobriety' as clinical and outdated, reframing non-alcoholic beer around performance, wellness, and social inclusion without compromise. - [04:58](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=298s) Conventional subtractive dealcoholization strips away beer's aroma and body, prompting Athletic's founders to spend nine months developing a proprietary brewing method from scratch. - [04:58](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=298s) Custom draft systems in bars and restaurants provide low-friction sensory proof-of-concept, addressing the category's primary barrier: consumer preconceptions of poor taste. - [07:59](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=479s) The name 'Athletic' was intentionally crafted as an aspirational badge and a clear bar call, allowing patrons to order without leading with the negative framing of 'non-alcoholic.' - [09:45](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=585s) Early marketing prioritized grassroots endurance athletes and fitness trainers over costly celebrity deals, securing organic endorsements from trusted wellness figures. - [11:24](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=684s) Finish-line sampling at Spartan Races and Ironmans capitalized on venues where alcohol was banned, while refining a quick pitch centered on craft flavor, 25 calories, and five carbs. - [14:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=848s) Despite non-alcoholic beer scaling to a $1 billion market, Athletic faces growth hurdles, operating with national brand awareness around 25% and retail distribution below 40%. - [15:31](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=931s) Athletic delivers a retention rate above 75% and expands the total beer category, as more than 30% of its purchasers had lapsed from the beer aisle for six months or longer. - [15:31](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=931s) The company avoided contract brewing to preserve total operational control, utilizing an 'onion philosophy' where deeper scrutiny of its facilities and team reinforces credibility. - [17:43](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=1063s) Executing on Kevin Kelly's '1,000 True Fans' concept, Athletic prioritizes unscalable, in-person field engagement, connecting with over 250,000 attendees at live events in a single quarter. - [19:44](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=1184s) Athletic views the market as positive-sum rather than anti-alcohol, with many core customers also drinking traditional beer but choosing zero-proof options during training, weeknights, or work lunches.

## Detailed walkthrough ### [00:00](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=0s) Rethinking Beer and the Non-Alcoholic Frontier

For generations, beer has carried far more meaning than merely the beverage inside the glass. It has been deeply woven into the social fabric—central to celebrations, sporting events, and everyday gatherings. However, shifting consumer habits are prompting a fundamental reevaluation of alcohol consumption. This raises an essential cultural question: can beer still maintain its defining social role if alcohol is removed from the equation?

Athletic Brewing Company was founded on the belief that it can. Founded in 2017, the company set out not to treat non-alcoholic (NA) beer as a second-class compromise, but to rebuild it around craft quality, full flavor, and social inclusion. Marketing expert Raja Rajamannar sets the stage by highlighting how modern marketing has moved far beyond the traditional model of buying attention and pushing a controlled message. In today’s era of "quantum marketing," brands must leverage data science, behavioral economics, and real-time consumer interactions to reshape entire categories. Rajamannar sits down with Athletic Brewing co-founder and CEO Bill Shufelt to dissect how the company evolved into the leading non-alcoholic beer brand in the United States.

```mermaid flowchart LR accTitle: Evolution of Non-Alcoholic Beer Marketing accDescr: Diagram showing the shift from traditional alcohol marketing to Athletic Brewing's modern quantum marketing approach. subgraph Traditional["Legacy Model"] direction TB T1["Alcohol as Necessary Anchor"] --> T2["NA as Apology / Compromise"] end subgraph Modern["Athletic Brewing Approach"] direction TB M1["Focus on Craft & Flavor"] --> M2["Social Inclusion Without Stigma"] M2 --> M3["Category Creation & Leadership"] end Traditional ==> Modern ```

---

[02:14](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=134s) Customer Zero: Bill Shufelt’s Personal Catalyst

Bill Shufelt’s journey began roughly thirteen years ago while training for his first ultramarathon. In preparation for the race, he decided to stop drinking alcohol for a month. The impact was immediate and dramatic: he describes it as "the biggest life hack I'd ever discovered," initiating a virtuous cycle of sustained energy and performance. Through that experiment, Shufelt realized that alcohol had been acting as an invisible "ceiling" on everything he pursued in life, prompting him to quit drinking entirely.

Living in New York City and working in finance, Shufelt faced the friction of that choice firsthand. His professional routine included attending 150 broker and research dinners a year, alongside weddings, bachelor parties, and dinners with his wife. He quickly discovered that if you were not ordering an alcoholic drink, "there was no other side of the menu." That stark absence made him "customer zero" with a deeply authentic pain point. Rajamannar validates this observation, noting that as a lifelong teetotaler, he has constantly observed how deeply alcohol is embedded into professional and social rituals, making non-drinkers feel left out.

- Global alcohol consumption has steadily dropped following a temporary surge during the COVID-19 pandemic. - Shufelt recognized that macro health and wellness trends were still in their "early innings," creating an opening for high-performing, moderation-focused alternatives.

---

[04:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=248s) Breaking Social Stigma and Redefining Sobriety

From its inception, Athletic Brewing operated under the guiding ethos of "without compromise"—a standard applied equally to the liquid and to the social experience. In the United States, Shufelt observed a pervasive sense of anonymity and shame around abstaining from alcohol. Unlike many international cultures where opting out of a drink involves zero friction, American social settings historically imposed an uncomfortable stigma, requiring people to justify their choices.

Athletic set out to dismantle that barrier so consumers no longer feel forced to declare themselves as either a "drinker" or a "non-drinker." In Shufelt's view, "the word sobriety is dead," dismissing it as an outdated, clinical label that does not reflect the modern, wellness-oriented consumer who simply seeks balance and high performance.

---

[04:58](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=298s) Reinventing the Brewing Process from First Principles

Historically, the non-alcoholic beer space was treated as a monolithic, lager-only category operating under the assumption that all consumers wanted the exact same taste profile. Most conventional methods relied on taking fully brewed beer and removing the alcohol after the fact—a subtractive process that strips away flavor, body, and delicate aromas. When Shufelt met co-founder and head brewer John Walker, they established that removing alcohol after fermentation ruined the integrity of the product. Walker laid down a firm rule: he would never sell a product unless it was genuinely great beer, regardless of alcohol content.

The founders started from first principles, setting aside legacy methods to brew from scratch. Operating out of Gatorade jugs for nine months, they produced hundreds of pilot batches to invent an entirely proprietary process that brews beer with negligible alcohol from the start, preserving all natural essences, hops, and malt profiles. This breakthrough allowed Athletic to scale into a 150,000-square-foot flagship brewery while expanding beyond lagers into an extensive variety of craft styles—including IPAs, golden ales, and dark brews. This breadth of choice dramatically widened the consumer aperture.

```mermaid flowchart TD accTitle: Brewing Philosophy Comparison accDescr: Flowchart contrasting the subtractive legacy brewing approach with Athletic's additive first-principles approach. subgraph Legacy["Traditional NA Production"] L1["Standard Full-Strength Brew"] --> L2["Subtractive Dealcoholization"] L2 --> L3["Loss of Aroma, Body, and Terpenes"] end subgraph Athletic["Athletic Brewing Method"] A1["Proprietary Fermentation Process"] --> A2["Retain All Natural Essences"] A2 --> A3["World-Class Flavor Across Multiple Styles"] end ```

- Athletic developed custom tap systems to serve non-alcoholic beer on draft in bars and restaurants. - Offering draft pours removes purchase friction, allowing skeptics to take a risk-free sample before committing to a six-pack or twelve-pack. - The company's primary consumer hurdle remains the historical preconception that non-alcoholic beer tastes poor, making sensory proof-of-concept critical.

---

[07:59](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=479s) Branding as a Badge: The Power of "Athletic"

Rajamannar points out that Athletic Brewing sells a premium beverage rather than an "apology for beer." Shufelt agrees, emphasizing that consumers should feel proud holding the can with the label turned outward—wearing it as an aspirational badge rather than attempting to hide it. This philosophy directly informed the company’s name. Selecting the moniker took extensive deliberation; Shufelt needed a name that was memorable, worked globally, and served as a quick, unmistakable bar call.

Having spent years struggling to order non-alcoholic beers in loud, crowded venues, Shufelt wanted to eliminate the awkwardness. He envisions a future where patrons no longer start interactions with the negative framing of "non-alcoholic," but simply walk up to the bartender and ask, "Do you have Athletic, and what kind do you have?" By leading with the brand name rather than the absence of alcohol, Athletic reframes the entire interaction around taste and lifestyle.

---

[09:45](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=585s) Grassroots Storytelling and Athlete Alignment

To turn this vision into a movement, the brand relies on narrative storytelling that builds emotional equity around an active, healthy lifestyle. Rather than limiting the message strictly to competitive athletics, the brand creates space for consumers to see their personal routines reflected in the product.

To communicate this authentic story on an early startup budget, Shufelt bypassed expensive celebrity endorsement deals. Instead, he targeted grassroots endurance athletes, local fitness trainers, and Ironman competitors—figures whom everyday fitness enthusiasts already trusted for training and wellness advice. Many of these athletes were actively searching for a competitive performance edge, making them natural organic evangelists who intuitively understood why premium, alcohol-free beer fit into a high-performance routine.

[11:24](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=684s) Grassroots Sampling and Overcoming Consumer Skepticism

To get the brand off the ground without an advertising budget, Bill Shufelt focused entirely on grassroots sampling, asking himself where he could place free beer into thousands of people’s hands every weekend. He reached out directly to race directors across New England, offering to energize their finish lines with a tent, a smile, and hundreds of ice-cold cans. This proposition was especially compelling for events hosted at venues like high schools, where traditional alcohol brands were strictly barred. Early partnerships with endurance organizations like Spartan Race and Ironman quickly opened doors to entire race series. In the early days, the strategy ran purely on physical horsepower rather than capital, with Shufelt spending entire weekends driving across the region with a car full of coolers.

When Raja Rajamannar asks whether handing out non-alcoholic beer at finish lines met initial friction or resistance, Shufelt admits that early product-market fit was far from effortless. He recalls driving five hours to an event, setting up a tent with 1,000 cans on ice, and watching runners walk straight past for an entire hour without a single person approaching the booth. Desperate to break the ice, Shufelt would walk out from behind the booth, mingle into the crowd, and pretend to be an enthusiastic spectator: *"Does anyone know where this guy is? Like, this looks amazing! Like, I want to try one. Do you think I can just go grab one from the cooler?"* Invariably, curious runners would line up right behind him.

These early roadblocks became an invaluable testing ground for Athletic’s brand messaging. Shufelt realized he had only a five- to ten-word window to hook an exhausted runner walking past. He honed an ultra-concise pitch centered on taste, health, and refreshment: *"You guys like to try free non-alcoholic beer? It's only 25 calories, five grams of carbs."* Once consumers took a sip, the initial hesitation evaporated, with skepticism consistently turning into disbelief that a non-alcoholic beverage could deliver genuine craft flavor.

[14:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=848s) The Sensory Room and Category Expansion Challenges

Inside Athletic Brewing's dedicated sensory room, Shufelt demonstrates the rigorous quality control that underpins their production. The brewing and quality teams evaluate every batch over 50 times across the lifespan of a single tank. Sampling a beer alongside Rajamannar, they break down the profile: mildly bitter, mildly sweet, and layered with distinctive aromas of citrus, grapefruit, and orange.

```mermaid flowchart TD accTitle: Athletic Brewing Growth and Funnel Challenges accDescr: Diagram illustrating the expansion of the non-alcoholic beer category alongside Athletic Brewing's awareness and retention metrics.

subgraph CatGrowth["Category Trajectory"] A["10-Year Category Base: $100 Million"] --> B["Current NA Market: Over $1 Billion Annually"] end

subgraph BrandReach["Athletic Brewing Reach"] C["National Brand Awareness: ~25%"] D["National Retail Distribution: Under 40%"] end

subgraph ConversionFunnel["Conversion & Retention"] E["Trial via Sampling & Grassroots"] --> F["Best-in-Class Retention: >75% (3 out of 4 stay)"] G["Lapsed Drinker Influx: >30% absent from beer aisle for 6+ months"] --> F end ```

Over the past decade, Athletic Brewing has helped propel non-alcoholic beer from a sleepy $100 million niche into an industry generating over $1 billion annually. Despite this explosive trajectory, Athletic faces significant hurdles in consumer awareness and retail penetration. Rajamannar notes that the challenge extends far beyond convincing shoppers to choose another label; it requires completely reframing legacy beer culture.

- **Market Growth:** Non-alcoholic beer has expanded tenfold over the last decade, crossing $1 billion in annual revenue. - **Brand Awareness:** Athletic’s nationwide awareness hovers around 25%. - **Retail Distribution:** National footprint currently remains below 40%. - **Sensory Protocol:** Every tank of beer undergoes more than 50 separate sensory evaluations before release.

[15:31](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=931s) High Retention, Brand Authenticity, and the Onion Philosophy

When asked how marketing can fundamentally change drinking habits, Shufelt points to Athletic’s conversion metrics. More than three out of four consumers who try Athletic continue buying it, meaning customer recruitment is the company's central objective. Furthermore, syndicated data reveals that over 30% of shoppers buying non-alcoholic beer had not stepped foot into the general beer aisle for the previous six months. Rather than simply cannibalizing traditional alcoholic craft sales, the brand is expanding the overall pie by pulling completely lapsed drinkers back into the category.

To turn initial trials into long-term loyalty, Shufelt emphasizes radical transparency and operational independence. Athletic deliberately avoided contract brewing, instead constructing its own manufacturing facilities to oversee total quality control with full-time company employees. Shufelt compares Athletic to an "onion": while many modern corporate brands are superficial concepts that dissolve upon closer inspection, Athletic is structured so that the deeper a consumer peels back the layers, the more respect they develop for the business.

Driving mass awareness remains a slow, steady discipline. Shufelt candidly notes that if he steps into a restaurant in his own hometown, there is still roughly a 70% chance the patrons have never heard of Athletic. Rather than chasing short-lived social media gimmicks or attempting to sound *"funnier and funnier every year,"* the brand relies on steadfast message discipline and authentic community presence.

- **Retention Rate:** Exceeds 75% (over 3 in 4 consumers stay with the brand after trying it). - **Category Expansion:** Over 30% of non-alcoholic beer aisle shoppers were inactive in the beer aisle for at least six months prior. - **Operational Strategy:** Full-time staff and proprietary breweries over contract brewing and outsourcing.

[17:43](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=1063s) "Doing Unscalable Things": Scaling Through 1,000 True Fans

The foundational marketing insight behind Athletic Brewing is simple: *"to be the best part of people's day every day."* The company aims to inhabit high-affinity occasions—post-run celebrations, casual meals, and evening wind-downs—without imposing the physical fatigue or hangover associated with traditional alcohol. While increasing revenue has enabled the brand to invest in national television and digital advertising campaigns, Shufelt insists that mass-media assets will never replace on-the-ground engagement.

Shufelt embraces the startup maxim of "doing unscalable things," drawing heavily on technologist Kevin Kelly’s concept of "1,000 True Fans." Handing out cans at a single road race may appear unscalable on any individual afternoon, but compounding those efforts over weeks, quarters, and years creates massive reach. In the first quarter of the year alone, Athletic team members engaged face-to-face with over 250,000 consumers at real-world events. That direct enthusiasm from brewery staff creates a durable, personal connection that broadcasts outward into broader culture.

- **Direct Engagement:** Over 250,000 face-to-face interactions conducted by the Athletic team at live events during Q1 alone. - **Guiding Philosophy:** Kevin Kelly’s "1,000 True Fans" framework, scaling organic word-of-mouth through hyper-engaged brand advocates. - **Core Positioning:** Celebrating everyday achievements without hindering wellness or lifestyle goals.

[19:44](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=1184s) Rethinking Competition and Redefining Beer Culture

Addressing the competitive environment, Shufelt asserts that Athletic's primary benchmark is itself, rather than a crusade against the broader beer market: *"We're not trying to bring back prohibition, so we're not trying to kill alcohol, but we are trying to make moderation accessible."* A significant portion of Athletic's core base also drinks traditional alcohol but chooses non-alcoholic craft beer on weeknights, during work lunches, or during athletic training when alcohol would otherwise be off the table.

Viewing the market as positive-sum, Shufelt sees boundless headroom to unlock brand-new occasions and welcome demographics who had historically opted out of beer entirely. On the corporate side, Athletic now squares off against legacy multi-national conglomerates that are aggressively funding their own zero-proof alternatives. Competing at that scale requires unmistakable brand identity, consistent product availability, and distinct appeal across domestic and international markets. As the industry broadens, Athletic’s continued growth relies on moving in tandem with a broader generational pivot toward mindful consumption.

## Notable quotes > [02:14](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=134s) the biggest life hack I'd ever discovered — Bill Shufelt

> [02:14](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=134s) there was no other side of the menu — Bill Shufelt

> [04:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=248s) without compromise — Bill Shufelt

> [04:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=248s) the word sobriety is dead — Bill Shufelt

> [07:59](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=479s) apology for beer — Raja Rajamannar

> [07:59](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=479s) Do you have Athletic, and what kind do you have? — Bill Shufelt

> [11:24](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=684s) Does anyone know where this guy is? Like, this looks amazing! Like, I want to try one. Do you think I can just go grab one from the cooler? — Bill Shufelt

> [11:24](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=684s) You guys like to try free non-alcoholic beer? It's only 25 calories, five grams of carbs. — Bill Shufelt

> [15:31](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=931s) funnier and funnier every year — Bill Shufelt

> [17:43](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=1063s) to be the best part of people's day every day — Bill Shufelt

> [19:44](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=1184s) We're not trying to bring back prohibition, so we're not trying to kill alcohol, but we are trying to make moderation accessible. — Bill Shufelt

## Mentioned Athletic Brewing Company, Bill Shufelt, John Walker, Kevin Kelly, Raja Rajamannar, Bloomberg Originals, Ironman, Spartan Race

## Video description Athletic Brewing helped move non-alcoholic beer from the margins to the mainstream. In this episode, Raja Rajamannar meets with Chief Executive Officer Bill Shufelt to unpack how reinventing a product by focusing on craft, wellness and participation can change consumer perceptions and create demand for an emerging category.

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中文简报

Athletic Brewing拓展10亿美元市场，流失消费者重返啤酒专区无醇精酿扩大了整个啤酒行业的市场规模而非蚕食酒精饮料销量，其专有配方与基层试饮以超75%的留存率转化了流失的饮酒者。 Athletic Brewing联合创始人兼CEO Bill Shufelt详细讲述了他戒酒的个人决定如何暴露出高端无醇选项的匮乏，从而促使他从第一性原理重新审视无醇啤酒酿造。通过使用保留天然精酿风味的专有工艺取代削弱风味的脱醇方法，Athletic将无醇啤酒从一种无奈的妥协重塑为彰显生活态度的标志。该品牌通过在耐力赛终点线开展基层试饮活动实现了迅速普及，消除了消费者深层的疑虑，并达成了75%以上的留存率。Athletic Brewing并非试图淘汰传统酒精饮料，而是将自身定位为一个正和品牌，在全新的饮用场景中开启注重健康的适度饮用风尚。 Athletic Brewing助力无醇啤酒从1亿美元的小众领域发展为年规模逾10亿美元的产业，同时因全美知名度约25%、零售铺货率低于40%而依然保有巨大的增长空间。 (14:08) 该品牌充当了品类净扩张者而非单纯的替代品：超过30%的无醇啤酒买家此前已有六个月未光顾啤酒货架区，且试饮后的留存率超过75%。 (15:31) Athletic并未依赖损害香气和风味的脱醇减法，而是基于第一性原理研发了专有酿造工艺，并以每罐超过50道感官检测作为质量保障。 (4:58) 早期增长绕过了传统广告投放与名人代言，而是依托Kevin Kelly的“1000位铁杆粉丝”模式实现扩张，仅第一季度就记录了超过25万次面对面的消费者互动。 (17:43)

Reading summary

Athletic Brewing Company co-founder Bill Shufelt contends that non-alcoholic beer can transcend its historical status as an inferior compromise by combining proprietary craft brewing with an active lifestyle brand. By reframing moderation around daily performance rather than clinical sobriety, the company seeks to unlock new consumption occasions and expand the total beer category. First-Principles Brewing and Product Variety (4:58) Historically, non-alcoholic beer was treated as a monolithic, lager-only category produced through dealcoholization—a subtractive method that strips away aroma, body, and delicate hop profiles. When Bill Shufelt partnered with head brewer John Walker, they rejected dealcoholization as destructive to craft beer integrity. Operating with small pilot setups over nine months, they engineered a proprietary process that brews beer with negligible alcohol from the outset, preserving natural malts and hop character across craft styles including IPAs, golden ales, and dark brews. To overcome consumer assumptions that non-alcoholic beer tastes thin or unappealing, Athletic maintains strict quality controls, conducting more than 50 sensory tests per tank across its 150,000-square-foot facility. The company also engineered custom draft systems for bars and restaurants, providing low-risk trial pours for skeptical consumers before they commit to full packaged multi-packs. Redefining Sobriety as an Aspirational Badge (4:08) Shufelt observed that American drinking culture traditionally imposed a social stigma on non-drinkers, forcing people to justify abstaining from alcohol. Shufelt argues that "the word sobriety is dead," rejecting it as a clinical label out of step with modern consumers who simply desire balance, clarity, and daily high performance. The company's goal is to remove social friction so consumers do not have to classify themselves strictly as drinkers or non-drinkers. This cultural reframe guided the brand's naming and marketing. Shufelt selected the name "Athletic" to provide a universal bar call that avoids the negative framing of asking for a "non-alcoholic" option in loud social settings. Rather than hiding the packaging, Athletic encourages customers to hold the can outwardly as a badge of active living, promoting the brand through grassroots endurance athletes and trainers who embrace alcohol-free options as a competitive performance edge. Grassroots Sampling and Direct Customer Engagement (11:24) Lacking a traditional marketing budget in its early days, Athletic built awareness through intensive ground-level sampling. Shufelt drove across New England to race finish lines—such as Spartan Race and Ironman events—offering cold cans at locations where traditional alcohol sponsors were prohibited. When fatigued participants hesitated, Shufelt developed a concise pitch centered on taste, 25 calories, and five grams of carbohydrates, turning skeptical runners into organic brand advocates. Athletic continues to anchor its marketing in technologist Kevin Kelly’s "1,000 True Fans" model, prioritizing direct, human interactions over fleeting social media gimmicks. In the first quarter of the year alone, Athletic staff conducted face-to-face engagements with more than 250,000 people at live events. To protect brand authenticity, the company avoids contract brewing, keeping all manufacturing inside company-owned facilities staffed by full-time employees. Category Expansion and Commercial Headwinds (14:08) Over the past decade, the non-alcoholic beer sector expanded from a $100 million niche into an industry generating over $1 billion annually. Athletic reports that more than 75% of consumers who try its beer continue purchasing it. Furthermore, syndicated data indicates that over 30% of non-alcoholic beer buyers had not visited the beer aisle during the preceding six months, indicating that the category is pulling lapsed consumers back into retail rather than merely cannibalizing alcoholic craft sales. Significant market challenges remain, however. Athletic's nationwide brand awareness sits at roughly 25%, and national retail distribution remains below 40%. Shufelt emphasizes that the company views market growth as positive-sum rather than an effort to abolish alcohol, noting that a significant portion of Athletic's core consumers regularly drink traditional beer but choose zero-proof options on weeknights, during work lunches, or during athletic training. While Athletic Brewing has achieved high customer retention and established proof-of-concept for craft non-alcoholic beer, its broader expansion requires addressing limited retail distribution and sub-25% national brand awareness. The company’s long-term market position will depend on scaling its independent manufacturing model while defending market share against well-funded multinational brewing conglomerates entering the zero-proof space.

Detailed notes — zh

## Background 该视频由彭博社旗下栏目 Bloomberg Originals 于 2026 年 10 月 7 日发布在 YouTube 平台。节目属于《Quantum Marketing》系列，由营销专家拉贾·拉贾曼纳（Raja Rajamannar）对话 Athletic Brewing 联合创始人兼首席执行官比尔·舒费尔特（Bill Shufelt），探讨该品牌如何通过重塑精酿品质、聚焦身心健康与社交参与感，将无酒精啤酒从小众边缘推向主流市场。 ## TL;DR 节目深入回顾了 Athletic Brewing 的创立背景与破局之道：舒费尔特在备战超马及金融社交中发现“不饮酒”的痛点，随后以第一性原理革新发酵工艺，打破了传统脱醇法对风味的破坏，并成功推出生啤与丰富品类以降低尝鲜门槛。在营销层面，品牌摒弃生硬的说教，早期深入斯巴达赛与铁人三项终点线进行高密度地推，践行“做不可规模化之事”的理念积累核心粉丝。面对知名度尚存瓶颈、分销率不足40%的现状，品牌将自身定位为促进节制与拓宽场景的“正和博弈”推手，力求在更广阔的生活方式中重塑公众的饮酒文化。 ## Atmosphere & style 整期节目兼具商业纪实片的沉浸感与深度对谈的真诚氛围，镜头穿插于庞大的现代化酿酒车间与严谨的感官品评室之间，极富工业质感。主持人拉贾作为终生不饮酒者，与同样深谙社交痛点的舒费尔特形成了强烈的共鸣与默契，对谈层层递进、发人深省。叙事在理性严密的商业数据剖析与早期驾车地推的草根创业故事间自然切换，传递出一种打破偏见、昂首向前的创业热情与克制力量。 ## Bulletin - [14:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=848s) Athletic Brewing 凭借自研全风味酿造工艺颠覆了传统脱醇技术的口感缺陷，推动全美无酒精啤酒市场规模从每年 1 亿美元跃升至超 10 亿美元。 - [14:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=848s) 尽管全美知名度仅约 25%、分销覆盖率不足 40%，但该品牌的尝鲜复购留存率超过 75%，且逾 30% 消费者此前长达半年未涉足传统啤酒货架，成功为啤酒大类创造纯增量客群。 - [05:57](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=357s) 品牌通过赛事终点线现场派样、将无酒精精酿推上酒吧生啤龙头等低门槛触达手段，有效消除了消费者的试错成本与心理隔阂。 - [16:12](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=972s) 创始人 Bill Shufelt 践行凯文·凯利“1000个铁杆粉丝”理论，坚持全自建工厂与线下地推等“不可规模化”的苦功夫，仅单季度便在线下活动中直面超过 25 万名消费者。 ## Key takeaways - [00:00](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=0s) 无酒精啤酒已从“退而求其次的妥协”转变为立足于精酿风味、健康理念与社交认同的独立新品类。 - [02:14](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=134s) 创始人 Bill Shufelt 发现戒酒是提升个人效能的重要拐点，但商务与社交场景中严重匮乏体面好喝的非酒精选择，催生了创立 Athletic 的底层痛点。 - [04:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=248s) 品牌摒弃传统的蒸馏或膜过滤脱醇工艺，回归第一性原理通过控糖与菌种自研，实现发酵过程中自然不生成酒精并完整保留麦芽和酒花香气。 - [05:57](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=357s) 打通酒吧生啤龙头（Draft）让顾客得以在吧台低成本小口试饮，有效打破了“无酒精啤酒难喝”的刻板偏见。 - [07:24](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=444s) 采用“Athletic”作为品牌名不仅降低了喧闹酒吧中的点单沟通成本，更将产品转化为展示健康自律生活方式的身份徽章。 - [09:45](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=585s) 初期营销聚焦于铁人三项、超级马拉松等极限耐力运动圈层，借助追求身体竞技边缘的运动达人构建高可信度的口碑背书。 - [11:24](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=684s) 早期通过进驻高中校园终点线等禁酒赛事场景，提炼出“25 大卡、5 克碳水”的极简地推话术，完成零冷场破冰尝试。 - [14:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=848s) 严格的感官品控为产品力护航，每个储酒罐在生命周期内需经历多达 50 次以上的专业品鉴评估。 - [14:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=848s) 品牌当前核心瓶颈在于知名度（约 25%）与分销率（低于 40%），但高复购留存证明其拥有极强的破圈转化潜质。 - [16:12](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=972s) 坚守自建厂房和全职员工把控，主张如“剥洋葱”般经得起深究的真实感，而非依赖浮夸营销。 - [16:12](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=972s) 践行“1000个铁杆粉丝”哲学，通过长期坚持现场面对面派发建立起跨周期的复利壁垒。 - [19:44](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=1184s) Athletic 无意推行新禁酒令，而是面向大众提供适度饮酒的选择，在饮酒代际变革的浪潮中与传统啤酒业实现正和博弈。 ## Detailed walkthrough ### [00:00](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=0s) 啤酒的文化重塑与无酒精浪潮长久以来，啤酒所代表的意义远超杯中之物本身。从欢庆时刻、体育盛会到数不胜数的社交仪式，它早已深深编织进人类社会的肌理之中。然而，近年来消费者开始重新审视自己与酒精的关系，在酒吧或餐厅中频频发问：“菜单上有推荐的无酒精啤酒吗？”当酒精从这个方程式中被剔除，啤酒是否依然能够维系同样的文化纽带？Athletic Brewing 给出了肯定的回答。他们并未将无酒精啤酒视为一种“退而求其次的妥协”，而是将其重塑为一个立足于精酿工艺、饱满风味以及社交参与感的全新独立品类。自 2017 年创立以来，Athletic Brewing 迅速成长为全美领先的无酒精精酿啤酒品牌。许多消费者坦言，在 Athletic 出现之前，他们甚至从未考虑过喝无酒精啤酒。畅销书作家、资深营销专家拉贾·拉贾曼纳（Raja Rajamannar）深入 Athletic 酿酒厂，与创始人兼首席执行官比尔·舒费尔特（Bill Shufelt）及其团队对话，探讨这不仅是一款爆款产品的诞生，更是一场借助“量子营销”（Quantum Marketing）颠覆传统品类认知的变革。拉贾指出，昔日那种“生产产品、购买关注度、控制信息传递”的线性营销时代已然终结；在数据科学、行为经济学与人工智能重塑商业的今天，品牌必须实时响应消费者，把握每一个转瞬即逝的沟通契机。 ### [02:14](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=134s) “客户零号”的顿悟：打破酒精设下的天花板谈及创业契机，比尔·舒费尔特回忆起大约 13 年前的一段关键人生转折。当时他正在备战人生第一场超级马拉松，赛前一个月他尝试彻底戒酒。这次尝试犹如打开了他人生中最大的“外挂”（life hack），在生活与工作中形成了一个极其良性的正向循环。舒费尔特猛然意识到：“酒精其实是挡在我所有事情上方的一道天花板（a ceiling on everything I was doing）。”体验到头脑清醒带来的巨大收益后，他决定不再重走回头路。然而，当时身处纽约金融圈的舒费尔特很快撞上了现实的坚壁。他一年要参加多达 150 场经纪商晚宴、行业研讨晚宴，此外还有家庭聚餐、朋友社交、单身派对与婚礼。在这些推杯换盏的场合，如果不喝酒，菜单的另一侧几乎是一片荒漠——除了水和高糖软饮，没有任何能兼顾体面与风味的选择。舒费尔特意识到自己就是那个拥有最真实痛点的“客户零号”（customer zero），而身边渴望保持高效却不想摄入酒精的人不在少数。拉贾也深有感触地回应，自己终生滴酒不沾，太清楚饮酒在社交中筑起的隐形门槛。在经历了疫情期间的酒精消费高峰后，全球饮酒量正因健康意识觉醒与经济压力逐年下滑，这股席卷全美的身心健康（Health & Wellness）大趋势，为追求节制与清醒好奇（sober-curious）的消费群体敞开了大门。 ### [04:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=248s) 摆脱耻感与“第一性原理”酿造革命在 Athletic Brewing，“毫无妥协”（Without compromise）这一准则从创立第一天起就刻在品牌基因里，它既指代产品的品质，也关乎无差别的社交体验。在过去，美国社会对于“不喝酒”往往带有一种莫名其妙的匿名感、尴尬乃至隐形羞耻，形成了一道社交阻隔墙。比尔·舒费尔特希望能打破这种界限，让人们不必在聚会中自证身份或贴上“饮酒者/戒酒者”的标签。他甚至直言：“我们常说‘戒酒（sobriety）’这个词已经死了，它既过时也不符合当下的现代健康观念。”人们需要的不是克制，而是一种自如的生活方式。在产品研发上，传统无酒精啤酒几乎完全被千篇一律的拉格风格（lager）统治，各大厂商默认所有喝无酒精啤酒的人都只配享用单调的味道。舒费尔特与合伙人约翰·沃克（John Walker）决定回归第一性原理。他们深知，现有的脱醇工艺（Subtracting/dealcoholization）往往会在抽离酒精的同时，夺走啤酒中令人愉悦的芳香物质与核心风味。 ```mermaid flowchart TD accTitle: Athletic Brewing 无酒精酿造创新对比 accDescr: 对比传统脱醇方法与 Athletic Brewing 的全风味酿造法 subgraph Legacy["传统去酒精酿造法"] L1["标准发酵酿造（含酒精）"] L2["脱醇/减法工艺（加热或膜过滤）"] L3["关键芳香与风味流失 口感寡淡/单一口味拉格"] L1 --> L2 --> L3 end subgraph AthleticMethod["Athletic 原生工艺创新"] A1["从零研发特殊菌种与糖化控制"] A2["九个月数百次试验（佳得乐桶自酿）"] A3["自然不生成酒精 保留全部麦芽与酒花风味"] A1 --> A2 --> A3 end ``` 舒费尔特和约翰·沃克从最原始的佳得乐塑料水桶（Gatorade jugs）家酿起步，花费了整整 9 个月时间，测试了数百个试验批次，最终研发出一套无需在酿成后强行“抽离”酒精的独特工艺，彻底保留了优质啤酒的天然风味骨架。约翰在签约加入时曾斩钉截铁地立下誓言：“如果不是真正的顶级好啤酒，我绝不拿出去卖一口。”他们的目标不是做“矮子里面挑高个”的无酒精替代品，而是做出无论放不放酒精，都经得起挑剔考验的“世界级好啤酒”。 ### [05:57](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=357s) 风味裂变与生啤上头：让尝试零负担彻底攻克生产工艺后，Athletic Brewing 凭借其占地约 150,000 平方英尺的旗舰工厂，迅速打破了品类单一的桎梏，推出了包含 IPA、金艾尔（Golden Ale）等多种丰富风味的产品矩阵。这种风味的多样性极大地拓宽了品牌接纳受众的广度，让喜爱各种精酿流派的爱好者都能找到自己的心头好。为了进一步化解消费者的心理防线，团队还攻克了工艺难关，将无酒精啤酒成功推上了酒吧的生啤龙头（Draft/on tap）： - **破解“尝鲜成本”**：消费者对无酒精啤酒的第一反应往往是“这玩意肯定很难喝”，如果让他们直接在货架上买一整提 6 罐或 12 罐装，试错风险太高。 - **酒吧现场直击**：通过在酒吧龙头上提供接杯品尝（Sample off the tap），消费者可以在吧台轻松抿一小口，立刻发现它与美味精酿毫无二致。 - **消除心理隔阂**：生啤机直接倒出的体验与普通高品质生啤完全一致，瞬间消解了“退而求其次”的窘迫。 ### [07:24](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=444s) 命名艺术：“Athletic”不仅是品牌，更是一枚身份徽章当谈及品牌塑造时，拉贾赞叹“Athletic Brewing Company”这个名字在脑海中瞬间激发起积极的联想。舒费尔特透露，取名是一个漫长而痛苦的决策过程，但他始终坚持三个原则：简单明了、易于记忆，以及“在酒吧极易点单”（An easy bar call）。舒费尔特曾经无数次在嘈杂拥挤的吧台前、或者面对一整桌 12 个朋友聚餐时，费劲地向酒保解释自己想喝某种无酒精饮品，那种沟通成本与尴尬令人生畏。舒费尔特希望创造一个穿透噪音的名字，同时品牌自创立第一天起就立足于全球野心，名字必须跨越国界和语言障碍。当他听到“Athletic”这个词时，灵感的灯泡瞬间亮起。拉贾追问：“那我走到吧台该怎么点单？”舒费尔特的愿景清晰而坚定：他希望未来的消费者不必被迫以否定句式的“无酒精（Non-alcoholic）”开场，而是昂首挺胸、充满底气地问酒保：“你们这里有哪几款 Athletic？” 正如团队所强调的，他们所营销的绝不是“对啤酒的道歉（an apology for beer）”，而是一款优质的高端精酿。手握这罐酒，消费者无需刻意遮掩罐身上的字样，而是可以自豪地将酒标露在外面——Athletic Brewing 是现代健康品味与积极生活方式的象征，能像一枚骄傲的个人徽章一样被穿戴在身上。 ### [09:45](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=585s) 情感共鸣与耐力运动员圈层的破圈叙事在确立了高维品牌定位后，如何将其高效传递给大众成为了关键课题。Athletic 团队坚信，营销沟通的核心在于建立情绪共鸣与生活方式认同。他们不把“Athletic”狭隘地局限在竞技体育内部，而是构建一种健康、清醒、高质量生活的全景叙事，让各类消费者都能在品牌的精神投射中看到自己的影子。在品牌初期的传播策略上，由于资金有限，舒费尔特采取了极为聚焦且务实的草根打法： - **从耐力与极限运动切入**：早期的 Athletic 雇不起昂贵的职业联盟职业球星，舒费尔特便将目光锁定在超级马拉松、铁人三项（Ironman）等耐力运动顶峰群体。 - **寻找追求“竞技边缘”的人**：这些极限耐力选手和本地健身达人日常都在极致地探寻提升身体状态的微小优势（get an edge）。当他们发现喝 Athletic 既能满足对啤酒风味的渴望又不会对身体代谢造成负担时，许多人主动找上门来建立合作。 - **建立真实口碑网络**：这些达人和运动员在普通大众中扮演着高可信度的健康意见领袖。通过让他们展示 Athletic 如何自然融入自己的日常生活、训练以及赛后庆祝，品牌完成了最具说服力的真实生活叙事。 ### [11:24](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=684s) 终点线上的地推与破冰体验在创业早期资金匮乏的情况下，Bill Shufelt 必须思考一个极其现实的问题：如何能在每个周末免费将成千上万罐啤酒直接送到消费者手中？他的解决方案是深入运动社群，主动联系整个新英格兰地区的赛事主管（race directors）。Shufelt 给出令人无法拒绝的提议：他会带着微笑亲自驻守终点线，为现场注入活力；许多比赛终点设在高中校园，按规定原本绝无可能提供酒精饮品，而无酒精啤酒正好完美填补这一空白。凭借这一策略，Athletic Brewing 迅速与 Ironman（铁人三项）和 Spartan Race（斯巴达勇士赛）等赛事建立起早期合作关系。Shufelt 亲自开着车四处奔波派发啤酒，用大量的人力与汗水弥补营销预算的不足，直到公司有能力承担更大规模的市场推广。 ```mermaid flowchart LR accTitle: 早期地推破冰流程 accDescr: 展示 Athletic Brewing 早期如何通过赛事终点线地推突破认知摩擦并提炼精准话术。 subgraph S1["赛事合作切入"] A["联络赛事主管"] --> B["高中终点线场景突破"] end subgraph S2["现场破冰转化"] B --> C["假扮顾客吸引人流"] C --> D["极简话术沟通 (25大卡/5克碳水)"] end subgraph S3["成果积累"] D --> E["盲测打破刻板偏见"] E --> F["积累首批超级粉丝"] end ``` 开辟一个全新饮品品类充满阻力与认知偏见。主持人 Raja Rajamannar 追问，在高中等场合派发所谓“啤酒”是否遭遇过抵触，因为改变公众的第一印象正是阻力最大的地方。Shufelt 坦言，初创团队往往盲目快跑，而自己面对过很多冷场与挫败：他曾开 5 个小时车赶往赛场，支起帐篷并在冷藏箱里备好 1000 罐啤酒，却整整一小时无人问津。为了打破僵局，他甚至不得不绕到展台前假装成路人起哄：“有人知道负责人在哪吗？这看起来太棒了，我可以自己拿一罐吗？”这一招往往能吸引其他路人排队。这段经历逼迫他提炼出极其凝练的沟通话术：路人匆匆走过时，你只有 5 到 10 个词的机会去说服他们尝试从未设想过的东西——“想尝尝免费的无酒精啤酒吗？只有 25 卡路里、5 克碳水化合物。”当路人品尝后惊呼“如果不告诉我，我根本喝不出这是无酒精啤酒”时，真正的认知转变才由此发生。 ### [14:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=848s) 感官把控与品类破局的双重挑战在 Athletic Brewing 的感官品评室（sensory room）内，酿造与品控团队在每个储酒罐的生命周期内会进行超过 50 次品鉴评估。Shufelt 与 Rajamannar 一同品尝酒样，体验微苦与微甜交织的层次，并精准辨识出橙子与西柚的柑橘香气。严格的感官质控构成了产品力的基石，也是品牌能够颠覆品类形象的前提。在过去十年中，Shufelt 及其团队推动无酒精啤酒品类从每年 1 亿美元的市场规模增长至超过 10 亿美元。然而，站在当下节点，公司正面临从“小众突围”走向“大众普及”的严峻瓶颈： - **知名度瓶颈**：Athletic 在全美范围内的品牌知名度（awareness）仅在 25% 左右徘徊。 - **渠道渗透率**：其全美分销覆盖率（distribution）仍低于 40%。 - **用户黏性与留存**：尝试过 Athletic 的消费者中，有超过四分之三（75% 以上）会选择持续复购，留存率处于行业顶尖水平。 - **拉新机遇**：购买无酒精啤酒的消费者中，有超过 30% 在过去 6 个月内根本没有踏足过传统啤酒货架。这意味着他们不仅是在把含酒精啤酒替换为无酒精啤酒，更是将流失的人群重新带回啤酒大类，为整个啤酒行业注入增量。 ### [16:12](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=972s) 剥洋葱式的真实感与做“不可规模化”的事面对如何扩大消费人群的提问，Shufelt 强调其核心营销哲学在于“真实”（authenticity）与“坦诚”（truthfulness）。为了赢得消费者的深度信任，Athletic 坚持自建所有酿酒厂、百分之百把控质量，全员采用全职员工，并尽可能避免外包。Shufelt 用“洋葱”来比喻品牌形象：当今许多商业概念经不起推敲，轻轻一刮就发现内里空空如也；而 Athletic 希望像洋葱一样，消费者剥开的层数越多，了解得越深入，就越加热爱这个品牌。他清醒地意识到，即使在自己居住的小镇外出就餐，餐馆里也大概有 70% 的人从未听说过 Athletic。提高知名度是一场时间的长跑，需要品牌保持定力，不盲目迎合每一次流行趋势，也不靠一年比一年浮夸搞笑的广告哗众取宠。公司的核心理念是成为“人们日常生活中最美好的一部分”，在聚会庆典、放松时刻以及享用美食等高情感黏性场景中自然陪伴，同时完全不妨碍消费者回归正常生活。虽然随着预算增长，品牌也开始涉足电视广告和数字媒体，但他们从未偏离最初的地推基因。Shufelt 引用凯文·凯利（Kevin Kelly）的“1000个铁杆粉丝”（1,000 True Fans）理论，坚信去做那些看似“不可规模化”的苦功夫具有复利价值： - 单看一小时或一天，在现场派酒显得极不具备规模效应；但把时间拉长到一整年乃至五到十年，其势能便不可估量。 - 仅在今年第一季度，团队就在全球各类线下活动中与超过 25 万名消费者进行了面对面的深度交流。 - 团队自身的投入与热情由内而外感染了消费者，使品牌社区不断向外裂变。 ### [19:44](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=1184s) 重新定义竞争与无酒精浪潮的未来谈及竞争对手，Shufelt 表示 Athletic Brewing 最大的竞争对手始终是去年的自己。他明确澄清，品牌的初衷绝非推行现代“禁酒令”，也无意消灭含酒精饮品，而是让“适度饮酒”（moderation）变得触手可及。现实中有大量饮酒者渴望在一周中更多的夜晚或一天中更多的时段畅饮啤酒，而无酒精啤酒恰好契合了他们追求健康与清醒的生活方式。因此，从消费场景、目标人群和市场机遇来看，这是一场正和博弈（positive sum）。在无酒精啤酒赛道内部，Athletic 正与全球顶尖的跨国大型啤酒集团正面交锋。要想在全美乃至国际市场上实现品类的健康长青，品牌必须建立起极具辨识度的品牌认知，并提供能够覆盖多元客群的渠道可及性。通过精准切入当代年轻人转向节制饮酒的生活方式代际变革，Athletic Brewing 彻底重塑了无酒精啤酒的定义；而其未来的长期成功，仍将依赖于持续的产品创新、不断扩张的分销网络，以及持之以恒重塑公众饮酒文化的努力。 ## Notable quotes > [02:14](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=134s) 酒精其实是挡在我所有事情上方的一道天花板 — 比尔·舒费尔特 > [04:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=248s) 我们常说‘戒酒’这个词已经死了，它既过时也不符合当下的现代健康观念。 — 比尔·舒费尔特 > [04:08](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=248s) 如果不是真正的顶级好啤酒，我绝不拿出去卖一口。 — 约翰·沃克 > [07:24](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=444s) 你们这里有哪几款 Athletic？ — 比尔·舒费尔特 > [11:24](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=684s) 有人知道负责人在哪吗？这看起来太棒了，我可以自己拿一罐吗？ — 比尔·舒费尔特 > [11:24](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=684s) 想尝尝免费的无酒精啤酒吗？只有 25 卡路里、5 克碳水化合物。 — 比尔·舒费尔特 > [11:24](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=684s) 如果不告诉我，我根本喝不出这是无酒精啤酒 — 路人顾客 > [16:12](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=972s) 人们日常生活中最美好的一部分 — 比尔·舒费尔特 > [19:44](https://www.youtube.com/watch?v=cvv5iPwKRyQ&t=1184s) Athletic Brewing 最大的竞争对手始终是去年的自己。 — 比尔·舒费尔特 ## Mentioned Athletic Brewing Company, 比尔·舒费尔特 (Bill Shufelt), 拉贾·拉贾曼纳 (Raja Rajamannar), 约翰·沃克 (John Walker), Bloomberg Originals, 量子营销 (Quantum Marketing), 佳得乐 (Gatorade), 铁人三项 (Ironman), 斯巴达勇士赛 (Spartan Race), 凯文·凯利 (Kevin Kelly), 1000个铁杆粉丝 (1,000 True Fans) ## Video description Athletic Brewing helped move non-alcoholic beer from the margins to the mainstream. In this episode, Raja Rajamannar meets with Chief Executive Officer Bill Shufelt to unpack how reinventing a product by focusing on craft, wellness and participation can change consumer perceptions and create demand for an emerging category. -------- Like this video? Subscribe: http://www.youtube.com/Bloomberg?sub_confirmation=1 Get unlimited access to Bloomberg.com for just $1.99 your first month: https://www.bloomberg.com/subscriptions?in_source=YoutubeOriginals Bloomberg Originals offers bold takes for curious minds on today’s biggest topics. Hosted by experts covering stories you haven’t seen and viewpoints you haven’t heard, you’ll discover cinematic, data-led shows that investigate the intersection of business and culture. Exploring every angle of climate change, technology, finance, sports and beyond, Bloomberg Originals is business as you’ve never seen it. Subscribe for business news, but not as you've known it: exclusive interviews, fascinating profiles, data-driven analysis, and the latest in tech innovation from around the world. Visit our partner channel Bloomberg News for global news and insight in an instant. [Source](https://www.youtube.com/watch?v=cvv5iPwKRyQ)

Source quotes

[2:14] 比尔·舒费尔特: 酒精其实是挡在我所有事情上方的一道天花板 [4:08] 比尔·舒费尔特: 我们常说‘戒酒’这个词已经死了，它既过时也不符合当下的现代健康观念。 [4:08] 约翰·沃克: 如果不是真正的顶级好啤酒，我绝不拿出去卖一口。 [7:24] 比尔·舒费尔特: 你们这里有哪几款 Athletic？ [11:24] 比尔·舒费尔特: 有人知道负责人在哪吗？这看起来太棒了，我可以自己拿一罐吗？ [11:24] 比尔·舒费尔特: 想尝尝免费的无酒精啤酒吗？只有 25 卡路里、5 克碳水化合物。 [11:24] 路人顾客: 如果不告诉我，我根本喝不出这是无酒精啤酒 [16:12] 比尔·舒费尔特: 人们日常生活中最美好的一部分 [19:44] 比尔·舒费尔特: Athletic Brewing 最大的竞争对手始终是去年的自己。

Source quotes

[2:14] Bill Shufelt: the biggest life hack I'd ever discovered [2:14] Bill Shufelt: there was no other side of the menu [4:08] Bill Shufelt: without compromise [4:08] Bill Shufelt: the word sobriety is dead [7:59] Raja Rajamannar: apology for beer [7:59] Bill Shufelt: Do you have Athletic, and what kind do you have? [11:24] Bill Shufelt: Does anyone know where this guy is? Like, this looks amazing! Like, I want to try one. Do you think I can just go grab one from the cooler? [11:24] Bill Shufelt: You guys like to try free non-alcoholic beer? It's only 25 calories, five grams of carbs. [15:31] Bill Shufelt: funnier and funnier every year [17:43] Bill Shufelt: to be the best part of people's day every day [19:44] Bill Shufelt: We're not trying to bring back prohibition, so we're not trying to kill alcohol, but we are trying to make moderation accessible.

Original transcript

[0:00] For generations, beer has represented far more than [0:04] what's in the glass. It's been woven into the fabric of [0:07] society, from celebrations and sporting events to countless [0:12] social rituals. In recent years, consumers have begun to rethink [0:17] their relationship with alcohol. Do you [0:19] have a favorite non-alcoholic beer on the menu? Uh-huh. [0:22] Raising a new question: Can beer still play the same cultural [0:27] role if alcohol is no longer a part of the equation? Athletic [0:32] Brewing believes the answer is yes. But rather than treating [0:38] non-alcoholic beer as a compromise, the company has [0:42] helped redefine it as a category built around craft, flavor, and [0:47] participation. [0:49] It was really shifting consumer perceptions of what [0:52] non-alcoholic beer could be or who it was for. I think a lot of [0:55] people probably never even considered a non-alcoholic beer [1:00] until Athletic came around. [1:02] Since its founding in 2017, Athletic has become the leading [1:07] non-alcoholic beer brand in the U.S. That's why I'm tapping [1:11] founder and CEO Bill Schufelt and his team to explore what it [1:15] really takes to not only launch a competitive product, but to [1:19] fundamentally alter consumer perceptions surrounding an [1:23] entire category. Marketing used to be simple: you made a [1:32] product, you bought attention, and you controlled the message. [1:36] That world is over. Data sciences, behavioral economics, [1:41] and technologies like artificial intelligence are all changing [1:44] the very nature of marketing. Now brands need to respond to [1:48] consumers in real time because every moment is an opportunity. [1:54] I'm Raja Rajamannar, lifelong student of marketing and [1:57] best-selling author. I'm going inside these companies to [2:00] explore the systems, the people, and the insights driving this [2:03] transformation. This is quantum marketing. So, firstly, Bill, [2:14] what inspired you to start this company? [2:18] And I was training for my first ultra marathon about 13 years [2:21] ago now, and I stopped drinking for a month leading up to that, [2:25] and it was like the biggest life hack I'd ever discovered, and it [2:27] was like a virtuous circle in my life. I realized alcohol was a [2:31] ceiling on everything I was doing. [2:34] Alcohol was a ceiling? [2:35] A ceiling, yeah. I decided not to go back to drinking, but here [2:39] I was living in New York City in finance. I was out to 150 broker [2:43] dinners a year, research dinners, and then dinner with my [2:47] wife, social things, bachelor parties, weddings, and I [2:51] realized very quickly that if you are not drinking alcohol, [2:54] there was no other side of the menu. There was just nothing [2:57] there, and the more I looked into that, there were a lot of [3:00] people like me, and so I was kind of customer zero with a [3:04] really authentic pain point in my life. [3:06] You know, which is very fascinating. So I have been a [3:09] teetotaler all my life. I never had alcohol, and I always find [3:14] this, and it's true. Drinking is an integral part of the social [3:19] fabric. I can relate to what exactly you are saying, and it [3:21] is so you know spot on. [3:24] Yeah, the health and wellness mega-trends that are afoot in [3:27] this country are really just still in the early innings. As [3:31] hard as that is to believe, I think originally in like why we [3:34] started the company, I wanted to live this high performing life, [3:37] but I didn't want the alcohol, and why didn't that exist? [3:42] After spiking during the COVID-19 pandemic, global [3:46] alcohol consumption has declined year over year. Growing [3:50] awareness of the health risks, along with mounting financial [3:54] pressures, has accelerated a broader shift toward moderation. [4:00] All of which opens the door for Athletic to build brand [4:03] recognition with a sober, curious community. [4:08] We've had this saying since basically day one at Athletic [4:11] without compromise, and it's not only on the product side; it's [4:14] on the social side too. The social, the social experience, [4:18] fitting in, and how you feel as a customer? There was like an [4:22] anonymity and a shame around not drinking in this country to some [4:27] extent, and so there was a social stigma and a wall too, [4:30] that doesn't exist in most countries. Like a lot of [4:34] countries, there is zero friction. In the U.S. there is [4:37] there was such a stigma, and so we set out to break it down into [4:42] a world where people don't have to declare whether they're a [4:44] drinker or non-drinker, and we like to say the word sobriety is [4:48] dead, and it's outdated and not relevant in today's modern [4:51] healthy world. On the product side, it was very important to [4:58] get the product right. This was a lager-only category. So, the [5:03] industry was approaching it as if every consumer came into [5:06] non-alcoholic beer would want that one flavor. [5:08] So, this is our flagship brewery. We've got about 150,000 [5:13] square feet of manufacturing here. When I met Bill, his [5:17] thesis and hope was that we could create a product that [5:20] didn't really have the alcohol in it in the first place, [5:23] because by subtracting, you're taking away critical components [5:27] that people enjoy, and if we didn't have to do that, you [5:29] could retain all the essences that you put into the beer in [5:32] the first place intentionally, so that you can enjoy it. And [5:36] so, Bill and I spent about nine months after we met doing R&D [5:41] trial batches, pilot batches, after like hundreds of pilot [5:44] batches, until we honed in on the process that we wanted to [5:49] come up with a final solution where we don't have to remove [5:51] anything. So that's kind of what sets us apart. [5:57] We had the thesis that if there were great methods existing to [6:01] make non-alcoholic beer. There would already be great [6:03] non-alcoholic beer, and so we put aside the existing methods, [6:07] and we built it from the ground up. Home brewing on Gatorade [6:09] jugs for nine months. John said when he signed on that he would [6:13] not ever sell a product if it wasn't great beer. Period. Like [6:19] alcohol or not, we're not just going to try to make the best [6:21] non-alcoholic beer. We want to make world-class beer. Period. [6:24] And so we had to go down to first principles and reinvent [6:28] how non-alcoholic beer was made, what the perception was it, and [6:31] it had to be very different in the quality side. And so we not [6:36] only elevated the taste profile but introduced an incredible [6:39] amount of variety, and that naturally opens the aperture of [6:42] customers that can interact and get excited about the category [6:46] and relate to a flavor profile or something they love. [6:49] So, our team developed a way to get non-alcoholic beer on draft, [6:55] and our sales team is out there now trying to get people to [6:58] accept and try it because we found that when you can taste a [7:01] non-alcoholic beer on draft, it really takes the effort out of [7:06] the risk. And you know, do I want to commit to a six-pack or [7:09] a 12-pack? And you can just take a sample off of a tap, [7:13] experience it at a bar, and you realize there's no difference. [7:17] It's just a delicious beer. [7:18] Yeah. [7:24] With the emergence of Athletic Brewing and then the [7:27] non-alcoholic category that we know today, it was really [7:31] shifting consumer perceptions of what non-alcoholic beer could be [7:35] or who it was for. I think a lot of people probably never even [7:39] considered a non-alcoholic beer until Athletic came around, [7:43] people assumed it wasn't going to taste good, and that's [7:45] actually one of the number one barriers we have, which is why [7:48] we harp so much on flavor and quality of the beer, so that [7:53] people can trust that this is going to be a great choice for [7:57] them if they are a beer lover. [7:59] So what you are marketing is a premium beer, as opposed to an [8:06] apology for beer. [8:08] Yes, it's something that you should be proud to hold the [8:11] label out and have people see. You're not trying to hide the [8:13] non-alcoholic message because actually, Athletic Brewing says [8:17] something about you, and you can wear it as a badge. [8:22] When you look at the brand, which is where the identity of [8:26] the company and identity of the product manifests, you came up [8:31] with the name Athletic Brewing Company. It sort of triggers so [8:34] many positive things in my head. Talk about your branding a [8:37] little bit. [8:38] Naming a company is so hard and such a big decision, and it took [8:42] us a long time. And I wanted it to be simple, memorable, an easy [8:49] bar call. You know, I'd been in the customer's shoes when you [8:52] try to order non-alcoholic beer, either in a crowded, crowded bar, [8:55] at a table with 12 people, you have difficulty communicating [8:58] it. And so I wanted an easy bar call that cut through the noise. [9:01] We had national and global ambition from day one, so it had [9:04] to be a concept that travels across borders. It was a big [9:07] journey to get to the right name, but like when I heard it [9:11] and the light went on, it was like, wow, that is perfect. [9:15] So when I go to a counter and ask for your beer, what do I [9:21] ask? [9:21] I mean, my hope would be one day it's what kind of Athletic do [9:25] you have? Like the word non-alcoholic beer starts with a [9:28] negative, and I hate putting people in that in that position. [9:32] I want people to start on their front foot and say, "Do you have [9:35] Athletic and what kind do you have? Or do you have my favorite [9:38] Athletic? We really want the category to start at Athletic, [9:41] and then wherever it can go after that. [9:45] You're establishing a brand. You're establishing, in fact, a [9:49] category. And to do this, there is an incredible amount of [9:52] storytelling that you need to do as a part of your marketing [9:56] communications. How do you do it? [9:59] We want to make consumers feel connected to the brand [10:02] emotionally. So building some equity around the lifestyle that [10:05] you can expect to have, and having people be able to see [10:08] themselves reflected in the brand personality that we convey [10:11] is really important. It doesn't have to be specific to sport, [10:16] and then in influencers that we work with... [10:19] The way Athletic brews their product allows them to keep the flavor [10:23] and the integrity. [10:25] Having them showcase from their point of view how Athletic fits [10:28] into their life and why they love it so much helps build some [10:32] of the storytelling elements that are more compelling to [10:35] consumers. Having athletes, chefs talk about what about the [10:38] brand they love helps consumers understand how Athletic Brewing [10:43] could fit into their lives. [10:45] Now, how do you communicate that to the consumers? [10:48] I started with like health and wellness and elite athletes, [10:52] like not pro sports athletes. We couldn't afford those. I started [10:56] the peak of like endurance athletes... Ooh. ..even local [11:01] fitness influencers that people took health advice from, Ironman [11:05] athletes that a lot of people looked up to and took training [11:07] tips from, and people who understood our brand intuitively [11:11] from the second I mentioned it, and a lot of those people [11:13] reached out to me, and they were looking for ways for them to get [11:17] an edge. And when they discovered Athletic, they [11:19] reached out to us, which was helpful. Then also I was like, [11:24] where can I get beer in people's hands by the 1000s every weekend [11:29] for free, importantly? And so I went out to the community and [11:33] reached out and built relationships with race [11:34] directors all over New England, and basically said, I will be [11:38] there at the finish line with a smile, adding energy to your [11:40] scene. I know your race finishes out of high school. You've [11:43] probably never been able to have a beer there before. I can be [11:46] there and give out hundreds of beers. Very quickly build some [11:48] great relationships, and people invite us to their whole race [11:51] series. Ironman, Spartan Race were some of our original good [11:55] partners, and so I just was driving around giving out [11:58] hundreds of beers. It wasn't many dollars. It was a lot of [12:01] our horsepower, but I think it went really far until we could [12:05] actually afford to start doing some like broader marketing. [12:08] You know, creating a new category is one of the toughest [12:14] challenges in marketing. The first element I'm actually [12:17] wanting to understand better is, so you mentioned that you are [12:21] showing up, for example, school races, and then give it at the [12:24] finish line to all these folks. There, did you face any [12:28] objections to say, "Hey, you are giving away beer," because that's [12:33] where the first point of perceptual change has to happen. [12:37] That's where the friction [12:39] is. Yeah, I think you know a lot of startups like move really [12:44] fast and try zillions of things and don't necessarily where [12:47] they're going and break a lot of things. And in how we brought it [12:50] to life, like there there were a lot of misconceptions and [12:54] difficult moments and challenges. Like I, I would drive [12:57] five hours to a race and have my tent set up and have 1000 beers [13:01] in a cooler, and for whatever reason, there some groups like [13:05] certain product market fit or something. I'd have really tough [13:07] time getting anyone to visit the table, and I would have to like [13:11] go around to the other side of the table and be like, like [13:15] pretending I was a customer and basically being like, "Does [13:17] anyone know where this guy is? Like, this looks amazing! Like, [13:20] I want to try one. Do you think I can just go grab one from the [13:22] cooler?" And like people would like get in line behind me. But [13:25] like, there were times where I would go like an hour without [13:28] talking to a single person. [13:29] Hey guys, we're handing out some free brews. Would you like to [13:32] try one? [13:33] In that, like I'm so thankful for those moments because I [13:36] learned so much about the way we communicate about the brand. [13:38] You guys like to try free non-alcoholic beer? It's only 25 [13:41] calories, five grams of carbs. [13:43] And if you only have like five words, 10 words most, as [13:48] someone's going by very quickly to sell them on trying something [13:51] they had never considered in their life. [13:53] If you didn't know it was non-alcoholic beer, would you [13:55] have known, by tasting? [13:57] I would have no idea. [13:58] That's where I learned how to communicate to customers really [14:01] clearly and concisely also. [14:08] Thank you. [14:12] Now we're going to sense the beer. We're in our sensory room, [14:15] and this is where we and our whole team takes the time to [14:19] evaluate every single beer that we make over 50 times during the [14:24] life of each tank. [14:26] Okay. [14:27] Let's go bottom left. [14:28] All right. [14:35] Mildly bitter, mildly sweet. [14:39] Yeah. [14:41] Is there an orange kind of a smell? Isn't it orange or [14:43] grapefruit? You're [14:44] definitely on the right track. [14:49] Over the last decade, Shufelt and team have helped drive the [14:53] non-alcoholic beer category from 100 million to over a billion [14:58] dollars annually in revenue. But they are now shifting their [15:02] focus to the future while facing significant challenges of [15:06] awareness and distribution. Currently, the company says [15:11] awareness for Athletic hovers around 25% nationally, with [15:16] distribution under 40%. So you're not asking consumers just to try [15:22] a new beer. You're asking them to reconsider and reframe what [15:27] beer culture itself is. How do you do that marketing? [15:31] It's a great question. I mean, what we know is our retention [15:34] rates are best in class. Over three out of four consumers who [15:38] try Athletic stay with Athletic. So the name of the [15:41] game is recruiting customers, building awareness, so more [15:45] people come into the category and our brand. And what's [15:49] interesting is over 30% of the people who have shopped the [15:52] non-alcoholic beer aisle haven't been there in the last six [15:55] months. [15:56] So they haven't tried any form of beer. [15:58] Correct. So they haven't been in the beer aisle in the last six [16:01] months, so we're not just simply trading from alcohol beer to [16:05] non-alcoholic beer. We're also bringing people back into the [16:08] category at large, and that's good for the entire beer [16:11] industry. [16:12] At this stage, how do you get more consumers into the tent? [16:16] How do you make them stick with you? How do you make them drink [16:19] more of your beverage? [16:21] Yeah, I think a huge part of the how is being authentic and being [16:26] truthful, and customers trusting the brand. That's why it's like [16:29] so important for us to build our all our own breweries, own all [16:33] our own quality. All of our teammates are full-time [16:36] teammates doing everything in the company. We outsource as [16:38] little as we can. Authenticity and honesty is ultimately the [16:43] best attractor. Like in in this day and age, consumers love to [16:46] know more about the companies they're purchasing from, and [16:49] there's so many corporates that you know you scratch a little [16:53] bit and you're through the whole concept, and there's absolutely [16:56] nothing there beyond it. And we wanted to be the opposite of [16:59] that. From day one, we've always thought about it as like an [17:02] onion, and I want people the further and the more layers they [17:06] scratch into Athletic, the more they love the brand. And then, [17:10] how do we reach new people? Like I, you know, I, I would love [17:13] Athletic to be the name of the category and the first word of [17:16] the category, and we're working on that. But if I'm being [17:18] realistic, if I go out to dinner in my own town. It's probably a [17:22] 70% chance that the people in that restaurant don't know what [17:25] Athletic is. So, like, it's awareness is really hard to [17:29] drive, and that's a time variable mostly. And it's, it's [17:33] also being consistent and honest as a brand, not chasing every [17:38] trend, not trying to be like funnier and funnier every year. [17:43] Rather than chasing the latest trends or following traditional [17:46] beer tropes, Athletic's approach leans towards being present in [17:51] places that feel organic to the brand. What is the central [17:57] insight that shaped your marketing strategy? [18:01] It's to be the best part of people's day every day. We want [18:05] to be in their high affinity moments, their celebrations, [18:08] their relaxations, their favorite meals, and we want to [18:11] deliver on that every day and not get in the way of them [18:14] living the rest of their life. We want to tell great [18:17] aspirational brand stories that motivate and inspire our [18:21] customers over and over again. Like as budgets grow and the [18:25] company grows, you get to move on to some bigger and bigger [18:28] mediums every year. [18:29] Excuse me. Do you have that great non-alcoholic beer? [18:34] Okay. [18:36] As fun as it is to do TV ads and digital stuff these days, we [18:41] still haven't gotten away from the core. Like, you know, me at [18:45] a race handing out beers, talking to customers, isn't [18:49] scalable unless you just keep doing it. Like, if you just keep [18:54] like, yeah, the amount of things you can get done in one hour, [18:57] one day is very small, but in a full calendar year, in five [19:01] years, in 10 years, we can do an unbelievable amount of stuff. I [19:05] think we talked face to face with over 250,000 consumers in [19:09] the world at events in quarter one alone of this year. And so, [19:12] being out there in the world doing unscalable things, you [19:15] turn around at the end of the year and it's really scaled. I'm [19:18] a big believer in 1000 true fans or 1000 super fans. It's a Kevin [19:25] Kelly concept, and just like growing that out from there, [19:29] like all of our teammates were growing and learning, and so [19:32] invested in the brand. I think that passion fused way beyond me [19:36] to our customers, to our team, and we're all having a lot of [19:39] fun in it together, growing and learning, and really delivering [19:42] for our customers. [19:44] So, when you look at competition, who is really a [19:47] competition? [19:48] We want to be our own competition every year. That [19:52] being said, we're not trying to bring back prohibition, so we're [19:56] not trying to kill alcohol, but we are trying to make moderation [19:59] accessible. There are tons of people, and then tons of people [20:03] who drink alcohol too, who want beer many more nights a week or [20:05] many more hours of the day, because it fits their lifestyle. [20:09] And so we want to win all those occasions too. So there's, like, [20:12] I think about a positive sum from the opportunity side, the [20:15] occasion side, the population side, the people we can bring [20:18] into beer. Then within non-alcoholic beer itself, there [20:21] are macro and international brewers. We're competing against [20:25] the biggest brewers in the world. There needs to be really [20:28] well-developed brand identities, product availability that speaks [20:32] to all different kinds of customers to develop it [20:34] healthfully, not only in this country but internationally. [20:39] Thank you so much. Thank [20:39] you so much. Really appreciate you coming. [20:42] For Athletic Brewing, creating a better-tasting, non-alcoholic [20:47] beer was just the beginning. By meeting consumers where they are [20:52] and tapping into a generational shift toward moderation, the [20:58] company helped redefine the category. Its long-term success [21:03] now depends on continued innovation, expanding [21:07] distribution, and continuing to shape the way people drink.