The Ledger
Every statement that passed quotation and attribution checks. Mix any filter with any other: certainty 1/5, debate potential 5/5, or both at once.
why aren't all 12 resolved? a statement only gets an assessment when the public record can support or contradict it. opinions and what-ifs never can, and 2 checkable ones are still open, waiting for their date. predictions held up or didn't; assertions are supported or contradicted. on every card: ▮▮▮▮▮ certainty · ▮▮▮▮▮ debate potential. speakers are clickable
Shufelt: Non-alcoholic beer will account for over 50% of beer consumption
“In my head, I think it's going to be over 50% of beer.”
Shufelt bought his own beer off store shelves to trigger reorders
“There were definitely times where on Sunday, I would roll through a bunch of stores and clear out the shelf to make sure there were reorders the coming week.”
Shufelt: Non-Alcoholic Beer Unlocks New Occasions Instead of Cannibalizing Sales
“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…”
Shufelt: Athletic Brewing Avoided Direct Marketing to Recovery Communities
“So I have a huge amount of respect for the recovery world, but I also never wanted to market to those communities because I don't want to tempt anyone into bars who may be vulnerable or susceptible to taste. And we just wanted to lift it up as like a place of …”
Shufelt: Athletic Brewing is a top 10 US craft brewer by volume
“Yeah, Athletic is top 10 craft brewer's number one biggest non-alcoholic beer breweries.”
Shufelt: Athletic Brewing Angel Round Had a $5M Valuation Toggle Cap
“It was, so it was basically, it had a toggle. If we never got off the ground, I was trying to ensure investors would get their money back, but if it did get off the ground, it would toggle the five million dollars.”
Rejection from contract brewers forced Athletic to build its own facility
“If no one wants to make this beer for us, I'm gonna eventually find the right person to team up with, and I'm gonna build it ourselves, or we're gonna actually build a brewery.”
Shufelt: Athletic Brewing Secured 300 Retail Commitments in Connecticut
“And over time, I built up 300 commitments in the state of Connecticut.”
Shufelt: Athletic Brewing Raised Angel Round from 66 Individuals After 120 Meetings
“I ended up doing a 120 investor meetings. 66 individuals supported us in the angel round, and that group of investors has been some of our best ambassadors, our believers.”
Athletic Brewing doubled capacity in summer 2019 but outgrew it quickly
“So for that summer of 20 19, we brought in a wave of bigger tanks and doubled our capacity, and we outgrew that three months later, and so we're out of stock again after three months and doubling our capacity”