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The Founder that Charged Past Rejection to Redefine Non-Alcoholic Beer

Since 2017, Bill Shufelt (CEO, Athletic Brewing) went from hedge fund trader to the CEO of the leading producer of non-alcoholic craft beer. Unlike the typical tech-focused chats, this one centers around a product many have fallen in love with. 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. (00:00) Introduction to Athletic Brewing (00:52) The Early Days and Breakthrough Moments (01:15) Celebrity Partnerships and Brand Building (03:16) The Philosophy of Brand and Movement (07:33) The Non-Alcoholic Beer Market (10:46) The Entrepreneurial Journey and Personal Sacrifices (18:22) Scaling the Business and Marketing Strategies (28:20) Navigating Regulations and Health Trends (39:07) The Importance of a Tech Co-Founder (39:31) Home Brewing Beginnings (40:13) Innovative Brewing Process (41:13) Food Safety Challenges (43:24) Raising Funds and Building a Brewery (44:24) Vertical Integration Benefits (45:33) Early Sales Efforts (46:56) Investor Relations and Accountability (51:14) Long-Term Vision and Focus (01:00:10) Cultural Differences in Non-Alcoholic Beer (01:02:35) Health Considerations and Alcohol (01:10:38) The Sensation of Drinking (01:12:50) Reflections on the Entrepreneurial Journey (01:14:46) Conclusion and Final Thoughts Executive Producer: Rashad Assir Producer: Leah Clapper Mixing and editing: Justin Hrabovsky Check out Unsupervised Learning, Redpoint's AI Podcast:    / @redpointai   🎙 Listen to the show Apple Podcasts: https://podcasts.apple.com/us/podcast... Spotify: https://open.spotify.com/show/5WqBqDb... Google Podcasts: https://podcasts.google.com/feed/aHR0... 🎥 Subscribe on YouTube:    / @theloganbartlettshow   Follow on Socials 📸 Instagram -   / theloganbartlettshow   🐦 Twitter -   / loganbartshow   🎬 Clips on TikTok -   / theloganbartlettshow   About the Show Logan Bartlett is a Software Investor at Redpoint Ventures - a Silicon Valley-based VC with $6B AUM and investments in Snowflake, DraftKings, Twilio, and Netflix. In each episode, Logan goes behind the scenes with world-class entrepreneurs and investors. If you're interested in the real inside baseball of tech, entrepreneurship, and start-up investing, tune in every Friday for new episodes.