That was when Shufelt’s wife pointed out to him that that was a great idea. Shufelt decided to take a chance with his idea and provide people with a healthier alternative to beer that tastes just as good. Shufelt took two years to make a concrete business plan and during that time, many people around him tried to dissuade him from going into the non-alcoholic beer business as it had very low sales.

However, Shufelt did his own research and met with retailers and knew that there was a market for his idea. However, there was a problem; Shufelt had never brewed anything before. Shufelt knew that he needed a partner who knew how to brew before he could go ahead with his plans. After going to multiple conferences and posting on several message boards, Shufelt finally found someone he could click with: his co-founder counterpart, John Walker.

Athletic Brewing Co has a vision to brew high-quality, full-flavoured craft beer without the alcohol content. The brewery wishes to provide a solution for those who want to enjoy the taste and experience of a great beer without the negative effects of alcohol. As such, the co-founders of Athletic took great pains - 2 years of research and a year of trial and error - to develop a new process of brewing top-quality non-alcoholic beers without compromising on the taste.

One of Athletic Brewing Co's flagship beers was the Upside Dawn Golden Ale, a clean, balanced, light-bodied ale that was released in 2018. The alcohol-free golden beer is brewed with premium Vienna malt and a combination of English and traditional American hops, which gives it subtle floral and earthy notes.

Athletic Brewing Co seeks to make phenomenal-tasting craft beers that are also healthy so that people can enjoy a guilt-free brew without any worries whatsoever. The brewery often collaborates with other organisations like USA Triathlon, Ironman and the Association of Volleyball Professionals to market its products.

Athletic Brewing Co is committed to brewing better, not only for the sake of its consumers’ health, but also for the Earth. The company is a certified B Corporation, which shows that it meets the highest standards of social and environmental performance amidst its beer production.

The brewery’s success can be attributed to its love for craft beer, health, and the beer community. What started as a rant transformed into a pioneer of the alcohol-free beer industry. As the demand for non-alcoholic beverages continues to rise, Athletic Brewing Co will remain at the forefront of the industry, providing a flavorful and healthier alternative to traditional beer!