For many years, non-alcoholic beer had a reputation for being bland, watered down, and an afterthought on any beer menu. But that all changed with the rise of Athletic Brewing, a company that didn’t just join the non-alcoholic (NA) craft beer movement—they started it. Today, Athletic Brewing is the undisputed leader in NA craft beer, proving that you don’t need alcohol to enjoy a complex, flavorful brew.
So how did they do it? Here’s the story behind Athletic Brewing, and how they became the gold standard in alcohol-free craft beer.
The Vision: Craft Beer Without Compromise
Athletic Brewing was founded in 2017 by Bill Shufelt, a former hedge fund trader who decided to cut back on drinking for health and lifestyle reasons. Like many others, he found that the available non-alcoholic options lacked the taste, character, and satisfaction of real craft beer.
Partnering with John Walker, a highly experienced craft brewer, the two set out to create a beer that athletes, adventurers, and health-conscious drinkers could enjoy—without the effects of alcohol. Their goal was clear: build a brewery dedicated exclusively to non-alcoholic beer that tastes just as good (if not better) than traditional beer.
How They Brew It: A Proprietary NA Process
Unlike traditional NA beers that simply remove alcohol after brewing, Athletic Brewing developed a proprietary brewing method that allows them to create full-flavored beer without ever needing to remove alcohol.
This unique process involves carefully controlling fermentation to limit alcohol formation, while still unlocking deep hop aromas, rich malt profiles, and satisfying mouthfeel. The result? A brew that delivers the craft beer experience without the buzz.
From hazy IPAs to golden ales and stouts, their lineup is proof that alcohol-free doesn’t mean flavor-free.
Brewing with Purpose: Community and Sustainability
Athletic Brewing’s mission goes beyond making great beer. They’ve committed to doing business with purpose.
- Two for the Trails: 2% of all sales go toward protecting and restoring trails, parks, and outdoor spaces.
- Inclusive Culture: Their beers are designed for everyone—whether you’re sober curious, in recovery, training for a marathon, or just don’t feel like drinking alcohol.
- Sustainability: Their facilities are built with environmental impact in mind, and they constantly innovate to reduce water usage, emissions, and waste.
They’ve also created free community programs, sponsored races and endurance events, and helped normalize alcohol-free options in settings where beer is often the default.
The Growth: From Startup to Powerhouse
Athletic Brewing began as a small operation in Stratford, Connecticut, but quickly outgrew its modest beginnings. Demand surged thanks to glowing reviews, word-of-mouth buzz, and support from fitness communities, sober influencers, and craft beer lovers.
In 2020, they opened a second brewing facility in San Diego, California, making them the first nationwide NA craft beer brand with coast-to-coast distribution. Today, their beers are available in major grocery stores, bottle shops, stadiums, and even on tap at select bars.
In a space that was once overlooked, Athletic Brewing now holds over 50% of the U.S. craft NA beer market, with no signs of slowing down.
Why Athletes (and Everyone Else) Love It
It’s no surprise that Athletic Brewing resonates with athletes. Their beers are:
- Low-calorie and hydrating
- Rich in electrolytes and polyphenols
- Great post-run, ride, or workout
- Perfect for recovery without sacrificing taste or performance
But it’s not just for athletes. Fans include everyone from designated drivers to new parents, sober curious drinkers, and health-conscious professionals. It’s a beer for people who want to enjoy a social drink, without compromising their goals or well-being.
Top Picks from Athletic Brewing
- Run Wild IPA: Their flagship NA IPA—bold, hoppy, and satisfying.
- Upside Dawn Golden Ale: A light, crisp ale with balanced flavor.
- All Out Extra Dark: A rich, roasty stout perfect for cold nights.
- Free Wave Hazy IPA: Tropical and juicy with big hop character.
Final Thoughts: The New Standard in NA Beer
Athletic Brewing has done more than make non-alcoholic beer drinkable—they’ve made it desirable. Their commitment to quality, purpose, and innovation has reshaped the NA space and inspired a new generation of beer lovers.
Whether you’re an athlete, a health-conscious drinker, or simply want something delicious without alcohol, Athletic Brewing offers a refreshing alternative. It’s not just NA beer—it’s next-level craft.
Cheers to better brews, better habits, and a better you.