Bill Shufelt’s Post

Since 2017, Bill Shufelt (CEO, Athletic Brewing Co.) went from hedge fund trader to the CEO of the leading producer of non-alcoholic craft beer. Unlike my typical tech-focused chats this one centers around a product I personally love. In the conversation, Bill tells stories of the unscalable but crucial strategies he used to build a brand, push past rejection, and redefine the non-alcoholic beer industry. → The unscalable activities that made Athletic a household name Athletic Brewing’s brand was built on unscalable activities, like handing out samples at races. Now, Bill often runs into high LTV customers at races he hasn’t attended in years when they say things like, “I met you in 2018 and my fridge has been full of your beer ever since.” While each sampling felt minor in the moment, Athletic has now activated thousands of events, and the long-term impacts accumulate. → How rejection helped Athletic build a competitive advantage Facing initial rejections from every contract brewer in the US, Bill took a bold step in building their own brewery. In hindsight, it allowed them unparalleled control over every aspect of production, from ingredient quality to rigorous testing of each batch. By handling everything in-house, Athletic also gains the flexibility to innovate and respond to market demands quickly—benefits that would have been unattainable had they relied on external partners. → Bill’s genius sales tactic Bill personally signed 300 deals with retail stores using clever tactics. Before pitching a buyer at a store, Bill would recruit a random grocery store shopper to pretend that they were super interested in the beer while Bill was pitching the deal. This approach helped break initial skepticism and build early buzz around their offerings, which helped Athletic secured shelf space and propel forward. For more stories and lessons from Bill, check out the full episode at: https://lnkd.in/gJjHJz_w

As marketers, we know that generating stories about our brands can be challenging. But what if your brand became THE STORY? That's exactly what happened to Athletic Brewing Co., the #1 NA Beer brand in the U.S. As interest in mindful drinking becomes more mainstream, Athletic Brewing Co. has transformed so many people's lives. And it's a story that we're extremely proud to help tell. Check out this video to see what we mean. #AthleticBrewingCo #MindfulDrinking #NAbeer #brandstory

Exploring the revolutionary White Cap Crisp Campaign from UBL, redefines brewing excellence, offering sugar-free options for health-conscious beer enthusiasts.  It is a game changer for the beer industry that many of it's competitors should bench mark from. 💡 Start swiping ➡ #CreativeCulture #CreateYourCulture #BuildingBrands #OurTakeOn #MarketingTrends #WhiteCapCrispCampaign #UBL

As an entrepreneur, you always have to be ready and willing to pivot as necessary.

We're proud to share Anthony's article in this month's issue of The Roanoker Magazine! This deeply researched article focuses on the offering of local businesses Brady's Distillery, Twisted Track Brewpub, Olde Salem Brewing Company, and Big Lick Brewing Company! 🍻 Check it Out in the link in the comments below!

I posted this video about a week ago. My prediction: the bottom is in for beer and 2024 will largely be a year of (at least modest) expansion. Well, yesterday the National Beer Wholesalers Association released the Beer Purchasers' index for March and showed the strongest results since mid 2021. I'm not saying I FULLY called it, but I'm feeling pretty good about the prediction right now 😎. From this mornings' Mark Brown report: "The National Beer Wholesalers Association (NBWA) released the Beer Purchasers’ Index (BPI) for March 2024.   After a quiet start to the beer industry’s year, March saw distributor ordering levels kick into gear as the beer purchasers’ index rose to 53 — the first reading above the expansionary benchmark (50) in 2024 and the highest March BPI reading since 2021.    The combination of readings for the BPI (53) and at-risk inventory (47) measures, along with increased YoY ordering volumes in six of seven measured segments, points to a significant shift toward a more positive outlook for the beer industry in 2024."

Have you checked out the insights on our blog yet? Why not start with this post you might have missed, 'Beyond Beer Sales: Diversifying Revenue Streams'? It delves into the exciting realm of expanding your brewery's income beyond traditional beer sales. After all, while brewing exceptional beer is your forte, have you considered the potential of diversifying your revenue streams? Don't miss out on this valuable resource! Catch up on past updates and explore our latest post now: https://loom.ly/BKoVKmo Cheers to expanding horizons and brewing success! 🍻 #CraftBrewers #BreweryBlog #DiversifyingRevenue #BrewerySuccess

Our relationship with lager began during the late 1890s, when Percy Allsopp was appointed Chairman of Samuel Allsopp & Sons, in an attempt to turn-around the fortunes of the company. During this time, Percy travelled the globe to find the best ingredients for his visionary new beer and pioneered lager brewing in the UK. 40 years later, at the 1936 consensus, the brewery was 50% of the capacity of the entire UK lager brewing sector, brewing Pilsner and Bavarian-style beers. Yet Allsopp’s lager wasn’t particularly successful at the time. We were half a century too early to the party, which wasn’t helped by the fact that Allsopp’s Pilsner was launched before refrigeration became widely available. Fast-forward to 2024 and lager is everywhere in the UK. We’ve still got unfinished business with our Allsopp’s Pilsner, but it’s now our fastest-growing beer, which is quite a turn-around! Have you tasted it yet? #Allsopps #AskForAllsopps #Beer #Lager #Pilsner #Brewing

Not many people will get this question right: What is the top selling beer in Whole Foods? If you guessed the non-alochic beer brand, Athletic Brewing, let me know below! Most people don't realize this but non alcoholic beer has been growing like crazy. When Athletic Brewing started, the market barely existed. It is rare to uncover a brand that has grown its own category. In this week's episode of Ecommerce on Tap, we dive into the ins and outs of what's made Athletic Brewing a success: 🥇 Athletic Brewing sprinted past the 'bland' stigma of NA beers, carving out a healthy, low-carb drink for those with active lifestyles. 🏃 Bill's marathon running and athletic background sparked the genius idea for Athletic Brewing, changing the non-alcoholic landscape one finish line at a time. 📈 From a triumphant $2.5 million in year one to a victorious $60 million in 2022, Athletic Brewing's expansion from coast to coast is nothing short of a homebrew success story. 🕰️ The journey wasn't overnight: Years spent trying to craft the perfect NA brew. 🌐 Where to now: Acquisition? An IPO? Whatever lies ahead, the NA category as a whole is growing. This story goes to show how building up your own market category can be a winning approach. Click the link in the first comment below to listen!

Balanced choices, relevant not just in January, but all year. Moderation as part of life, every day. It is our goal to create aspirational brands which inspire moderation. Whether participating in Dry January or not, sample, taste and enjoy. #PositiveDrinking