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Like so many great entrepreneurial ideas, the birth of Athletic Brewing Company in 2017 was a very personal one. Cofounder Bill Shufelt had quit drinking alcohol a few years earlier to train for an ultramarathon, and while he liked the way his new lifestyle made him feel, he still longed for the taste of a good craft beer. Frustration with poor-tasting nonalcoholic beverages and a boatload of research opened his eyes to the fact that he was not alone. The demand for a great-tasting nonalcoholic beer—and the opportunity to carve a nonalcoholic niche—was out there, even if the nonalcoholic beer industry was very much in its infancy.


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