Inside Athletic Brewing’s Plan To Make Boozeless Beer A Billion-Dollar Business | Forbes

Bill Shufelt and John Walker are making nonalcoholic beers tasty enough to please the biggest suds snobs. And with a nearly $500 million valuation, investors are intoxicated.

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.”

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[Yeahletsdothatiguess]

This has been a game changer in my sobriety! Glad it’s catching on

[williampaul]

At 76 I love the taste of great craft beers. I realized that I no longer love the buzz or getting drunk! Bring me some awesome NA craft beers please! More FLAVOR please. Thank you. Note: I am a hop head!

[BT-berh]

This is my favorite NA beer, has been a real help in my quitting alcohol journey!

[gotDIBS]

Been following and drinking the NA journey I'm loving the direction it's going and the bold flavors

[nihility.]

I'm really happy I found this brand on the shelf the first time I went looking for non-alcoholic options. I've tried other ones since then, but nothing comes close, in my opinion. I never really had a problem with alcoholism, but I found minimal weekly consumption was affecting my quality of sleep. Thanks for showcasing this great company; they've certainly made a "super fan" out of me.

[rowboat]

Best NA beer I've ever tasted. I had a flat shipped to me in Canada. Unbelievable flavor. The dark is amazing. The key is to not drink it out of the can to avoid a gassy gut. Pour straight into a pint glass to de-gas.

[earthscory]

game changer for ppl who like the taste of craft beer, but dont always want alcohol, great product 👏

[JimmyJaxJellyStax]

Tried some this weekend - tasted great, easily 80% similar to real IPAs, woke up great!
I've usually been a huge IPA, NEIPA, Hazy IPA fan and so far the blue "Run Wild" is my favorite from Athletic. Second favorite is the Free Wave, though it seems more IPA than Hazy thick but looks Hazy indeed. Cerveza Atletica is refreshing and indeed like a Mexican style beer, perhaps more like a Corona and easier on the palate for non-IPA fans.

The experience is trippy because I do feel a buzz for sure but then walk away not drunk and feeling sharp and still ready to keep tackling the day, whereas a few actual full alcohol IPAs starts to settle things down for the day and leaves for a reckless rest.

[vfigueroa]

I discovered this brew after going through dry January. I’m a beer lover. I love the taste of beer, but I also I’m kind of a little bit aware what alcohol does on the body. I ran across the Atlantic Brewing non alcoholic beer and I was amazingly impressed and surprised how good the taste was in this beer. I can’t wait to try the other ones. I think I’ve given up the an alcoholic beer and will be drinking Athletic Non-alcoholic beverages from this point forward. Thank you for bringing this out.

[Beadlesabout]

Very interesting feature. Thanks for producing this thought-provoking short documentary.

[mjuberian]

Be nice if they could figure out how to reduce the carbs... has as much or more than regular beer.

[dpbass]

This is the future. I love being able to have drinks with dinner and it not sap my energy the next morning. I’m able to get up the next morning and get in an intense workout rather than a low energy one. Also these beers only have 60-70 calories which is fewer than even a light beer.

[williamowens]

Williams love IPA beer best one day in bar for that

[grandpahickory]

run wild beer is nothing but cheap pineapple juice !!!! athletic brewing ought to be sued for false advertisement ! do not waste your money on this ! try it at your own curiosity, but YOU"LL BE SORRY ! I buy Budweiser zero now, and I do NOT regret it !!!

[vapingnewfie]

I wish you'd just make a regular dam beer without fruits and creams, chocolate . Athletics seems to be able to make a great beer but im looking to replace na Corona because its thin like all na beers. But thats the flavor i like, just abit stronger in flavor. Just good ol fashion beer. Everyone ive tried have had pineapple mango grapefruit and so on, please for the love of god make a mans beer for christs sake.

[jamarimutt]

The beer is good but not yet at the same level as an equivalent alcoholic beer. It is also more expensive.

[JuanAmaya]

Why does he look like he drinks 5-6 nights a week tho

[joen]

Your IPA is overpriced and taste awful. Molson's Excel taste better...and that's saying something because that's awful .5%. I cannot imagine how you can consider making non alcohol beer...

[brandonderrick]

No thanks, If i don’t want alcohol I will stick to coffee, juice or water.

[letsrelaxwithtexts]

i want one withou hops... hops make you a woman and its bad all around