5 Strategies Athletic Brewing Used to Scale to $800 Million

Did you know that Athletic brewery released a new limited edition beer, Ready Front IPA, to honor military veterans?

Bill Shufelt and John Walker opened their first dedicated non-alcoholic craft brewery in Milford, Connecticut, U.S in 2017.
In 2014, while working in finance, Bill Shufelt recognized a huge gap in the market for high-quality, flavorful non-alcoholic beers.
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He wanted to brew a beer that could be enjoyed socially without the negative effects of alcohol.
Bill had never brewed beer before, and many traditional brewers were skeptical, even many dismissed the idea as unfeasible.
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Bill connected with John Walker, an experienced craft brewer with a deep understanding of traditional brewing techniques. He was also intrigued by potential impact of crafting high-quality non-alcoholic beer.

Unique Selling Point:

• High-Quality Ingredients: Collaborated with local farmers and suppliers to ensure freshness and sustainability.
• Healthy Lifestyle Integration: Emphasized that their products contain less than 0.5% ABV, allowing consumers to enjoy beer without the side effects of alcohol.
• Innovation in Brewing: Their proprietary brewing process involves controlling fermentation to prevent alcohol production.

Ticket To Fame

1. Received overwhelmingly positive feedback from both non-drinkers and beer enthusiasts.
2. Won medals at events like the International Beer Challenge and U.S. Open Beer Championship.
3. First Non-Alcoholic Brewery to win awards in open categories against alcoholic beers.
4. Recognized by Fast Company as one of the "Most Innovative Companies" in the food sector.
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"Brews Without Compromise" Campaign

As per the original website sources, Athletic brewing company launched the famous "Brews Without Compromise", The Campaign talked about community of brew lovers share their personal stories.
What makes this collection of stories so cool is that it tells the story of how Athletic Brewing Company took the non-alcoholic beer industry by storm.

Financial Milestones:

• Achieved over 500% sales growth year-over-year.
• Raised $17.5 million in 2019, led by Wellington Management Company.
• Raised in 2020, another round of $50 Million, by Dr Pepper.
• In 2024, Closed a $50 million Series D funding round led by General Atlantic, doubling the company's valuation to $800 million.

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Did you know that inspite of being a non-alcoholic brand, Athletic’s home brewery in Stratford holds a local taproom open for tastings?

Did you know that In 2022, the company's sales represented nearly half of all non-alcoholic craft beer sold in the US?

5 Strategies Athletic Brewing Used to Scale to $800 Million

1. Tapping Opportunity: Startups have to realise that at times, Initial skepticism can signal a market gap waiting to be filled, like Athletic Brewing, when they faced rejections, they believed that non-alcoholic beer was possible.
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2. Brand Story-telling: Brands with a strong mission resonate more deeply with consumers. Athletic Brewing focused on promoting health, environmental stewardship, and community well-being.
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3. Process Innovation: Innovating within traditional industries can lead to breakthrough products.
   The brand proved this with a new brewing process while respecting the art of traditional brewing.
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4. Community Engagement: Athletic Brewing proved that a strong community can amplify your brand message and foster loyalty. They hosted events, supported causes, and engaged customers directly. Its important to invest in building relationships with customers; make them part of your brand's journey.
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5. Agility: Startups need to remember that flexibility and adaptability are crucial, especially during unforeseen challenges. The brand adjusted strategies based on market feedback and changing consumer behaviours.