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Bill Shufelt is the CEO and Co-Founder of Athletic Brewing Company. 

Athletic is the #1 non-alcoholic brewer in the U.S. with a 55% market share in this fast-growing category. 

In the conversation, Bill and Greg go deep on:

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• The opportunity Bill spotted in non-alcoholic beer and what it was like convincing others
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• The factors that are driving massive growth in non-alcoholic beverages
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• The biggest challenges, including stigmas and social uncertainties related to consuming non-alcoholic beer
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• The competitive environment in the space and what the entry of large brewers means
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• The habits and practices that keep Bill grounded (and he very much is!)
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• Where the industry (and Bill) go from here
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Greg & Bill also referenced this episode of the Huberman Lab podcast: 

What Alcohol Does to Your Body, Brain & Health - Ep.86

Link to (very rough) transcript: https://share.descript.com/view/5nG1IGpw9Lj

Make sure to follow Athletic on Twitter @AthleticBrewing and Instagram @AthleticBrewing

And go get yourself some awesome beer... sent right to your home: https://athleticbrewing.com/

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Don't forget to follow Greg on Twitter @gregorycampion and subscribe to his bi-weekly newsletter: https://gregcampion.substack.com.

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