Shufelt: Non-Alcoholic Beer Unlocks New Occasions Instead of Cannibalizing Sales
Bill Shufelt · Athletic Brewing Company: Bill Shufelt · Nov 18, 2024 · at 46:55
Athletic Brewing co-founder Bill Shufelt explains his core pitch to skeptical distributors and bartenders who worried non-alcoholic craft beer would cannibalize alcohol sales.
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“Non-alcoholic beer, I was telling them is something that, that people are still going to drink their beer or their cocktail, like one night a week when they go out to dinner or do something fun. But this is a beer. People are going to drink seven nights a week at home. They're going to drink at different hours of the day. We're gonna have totally new consumers coming into the category and shopping the beer shelf for the first time.”
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