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
Come join us on June 1st!
What does AI say about Karaoke???
Karaoke is fun for many reasons, including:
Confidence: Singing in front of a crowd can help build confidence and self-esteem.
Stress relief: Singing releases endorphins, which can help relieve stress and anxiety.
Memory: Singing activates the brain's memory and concentration centers, which can help improve multitasking skills.
Brain stimulation: Following the rhythm, melody, and lyrics of a song stimulates more neurons in the brain.
Social activity: Singing along with others can help build camaraderie with friends and colleagues.
Breathing: Singing karaoke can help improve breathing by fully expanding the diaphragm and lung muscles, and relaxing the abdominal muscles.
Bonding: Karaoke can be a fun activity that promotes bonding with others.
Come eat, drink and SING in support of StepUp Wilmington!
🗓️ Saturday, June 1st - 6-9pm
📍Waterman's Brewing
1610 Pavilion Place- Wilmington, NC
Join us as we enjoy the entertainment of DJ Dallas! More details to come as we get closer to the event but mark your calendars NOW!
#StepUpWilmington#Beer#Wilmington#WilmingtonEvent#Karaoke#WatermansBrewing
The NCAA Men’s & Women’s Basketball Tournaments brought a lot of excitement to Raleigh, North Carolina. As a craft beer enthusiast, I noticed that breweries like New Belgium Brewing, Wicked Weed Brewing, and R&D Brewing were big winners during the event. This success may be specific to the Raleigh market, but it applies to larger markets as well. Having beer on tap in the right places and keeping it in stock with wholesalers was crucial in March. These two factors helped boost sales for these breweries in the North Carolina market, elevating their H1 2024 numbers and adding to the growth they were already experiencing in Q1 2024. However, not all craft breweries were successful during the tournament. Some missed the boat by not timing their promotions in the on-premise and off-premise to activate craft beer around the NCAA events. Craft beer consumers watch sports while drinking beer, so having out-of-stocks or no representation in the on-premise could be another reason why craft breweries are starting 2024 down 25%.
I'm thrilled to share our latest video: "The Future of Craft Beer: Predicting the Next Big Styles After IPAs." This comprehensive exploration offers a unique perspective on the evolving craft beer industry, perfect for both enthusiasts and professionals in the brewing world with the Brewers Association's Competition Director Chris Williams
🔍 In this video, you'll discover:
The current trends and future predictions in craft beer, especially post-IPA dominance.
Insights from major beer competitions like the Great American Beer Festival and World Beer Cup.
The growing popularity of styles like light lagers and what this could mean for the industry.
Expert opinions and predictions on the next big beer styles.
Whether you're in the brewing industry, a craft beer aficionado, or looking to stay ahead of market trends, this video is packed with valuable information.
📺 Watch here: https://lnkd.in/gr9wnN5r
Feel free to share your thoughts and insights in the comments. Let's discuss what the future holds for the craft beer industry!
#CraftBeer#BrewingIndustry#BeerTrends#MarketInsights#CraftBeerCommunity
Do your customers really care whether you make your cocktails from 'scratch' or do they really just want a decent drink?
We created this video for our direct to consumer trade but we think it is just as relevant, if not more so, to the Hospitality sector.
Soho Street Cocktails:
*100% consistent cocktails, every time. 📣
*No individual Bar Tender variations! 📣
*Increased speed of serve - Less than 30 seconds. 💷
*Removal of the 'bottle-neck' at the bar. ⏫
*Minimal Training required for Bar Staff. 🍸
*Zero wastage. 💷
*Up to 6 weeks shelf-life once opened. 💷
All of our Cocktails are Vegan Certified, Gluten Free and use real fruit juices and purées.
You're welcome :)
https://lnkd.in/ehbHxZpB#cocktails#readytodrink#hospitality#decentdrink#sohostreetcocktails#prebatched#startups