Overcoming Industry Skepticism
Bill faced significant challenges convincing distributors and bartenders of the potential for non-alcoholic beer, often met with skepticism about cannibalization of traditional beer sales. He emphasized that this product would attract new consumers and create fresh drinking occasions. Through persistence, he secured 300 commitments across Connecticut, demonstrating the demand for non-alcoholic options in the market.In this clip
From this podcast
How I Built This
Athletic Brewing Company: Bill Shufelt
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