Brewbound Podcast

Athletic Brewing co-founder and CEO Bill Shufelt is “the most excited” he’s felt since founding the dedicated non-alcoholic (NA) beer brand.On the latest edition of the Brewbound Podcast, Shufelt shared what’s driving his hyped feeling, with a foundation he and co-founder John Walker laid about a decade ago. That foundation is built on a team of 300 co-workers, bicoastal brewing facilities, a strong distribution base for its core beers, a slate of new products hitting retailers and marketing campaigns beginning to ramp up.“I’m very bullish on the long-term health and growth of the category and our part in growing that,” Shufelt said. “It was very hard to get non-alcoholic beer from zero to 2% of beer, but there are actual retailers in the U.S. [where] non-alcoholic beer is touching up against 20% of their beer sales.”Those retailers lend credence to Shufelt’s belief that NA beer can be a much bigger part of the beer category. Shufelt explained that consumers are very early in the NA beer discovery curve, with the vast majority unaware how the product has changed in the last decade. Even with the stage set for growth, Shufelt acknowledged that Athletic still has work to do for the company and the segment to reach some of his loftier goals. For Athletic in particular, which holds around 22% of the NA beer segment, distribution remains its biggest opportunity. “In independents, no matter how much our distributors smile at us and tell us we’re a priority, we’re in like 10% of their independents,” Shufelt said. “And I can go into stores in almost any state in the country and look at a shelf that is controlled by our distributor that has five-plus non-alcoholic beer products on it, and Athletic will have none. There’s just such untapped distribution out there still.”For now, Shufelt is focused on driving Athletic and NA beer forward. But could the future include an IPO? An Athletic led by someone else? Shufelt said it’s possible, but he doesn't want to be on the outside looking in on an opportunity he was one of the few people to see.Before the interview, Justin, Jess and Zoe discuss the latest headlines, including the mixed results craft brewers are seeing from the World Cup, the American Cider Association co-locating its 2027 CiderCon conference with the Brewers Association’s Craft Brewers Conference, the closure of Nebraska’s largest craft brewery and the top new products of so far this year.

At 138 years old, F.X. Matt Brewing isn’t slowing down. President Fred Matt joined the Brewbound Podcast to discuss the Utica, New York-based craft brewery’s plans for 2026 and beyond, which include Saranac Weekend Warrior Mid-Strength, a 3% ABV hazy IPA and Right Coast Spirits Italian Ice, a vodka-based RTD produced in partnership with Barrel One Collective. In addition to both those relatively new products, the company is also riding a wave behind Utica Club, the pilsner it has produced since Prohibition ended in 1933. Its 5% ABV has made it attractive to craft drinkers looking to “down-shift” after a round or two of higher ABV products, Matt said.“It's a phenomenon that's really happening in the craft community that has brought Utica Club back,” he said. “You also get the nostalgic side of it – everybody's grandfather loved Utica Club, because Utica Club, at one time, was a 10 million case brand.”The notion of moderation is putting wind in Weekend Warrior’s sails as well. The company took a hint from Australia and New Zealand, where mid-strength beers account for nearly 35% of the beer market, Matt said. As the country’s 14th largest regional craft brewery by volume, F.X. Matt has different challenges ahead than the majority of Brewers Association (BA) members, whom Matt serves as BA board of directors chairman. “We’ve got to be more focused in what we bring to the distributor,” he said. “We’ve got to create the energy at retail.”For taprooms and brewpubs, which account for the bulk of the BA’s membership, Matt advised “do what you do best,” which is to focus on guests’ experience. “They’ll keep coming back,” he said. Plus, Jess and Zoe discuss news highlights, including changes coming for the Great American Beer Festival and 2025 production data for taprooms and brewpubs. 

The Brewers Association’s Craft Brewers Conference (CBC) rolled into Philadelphia this week – and so did the Brewbound Podcast On Location Studio. In this episode of the Brewbound Podcast, the team shares their early reads on a week in which the vibes seem high compared to previous years. Zoe recaps the opening keynote speech by Unreasonable Hospitality author and former restaurateur Will Guidara, including his hyper-experiential approach to customer service and what a “dream weaver” is and whether you should be concerned that your server is eavesdropping on you. But first, Justin provides details on Firestone Walker and Duvel USA striking an agreement to acquire the Stone Brewing brand and four California taprooms from Sapporo USA – just under four years after the Japanese brewing giant acquired the San Diego craft brewery. Justin, Jess and Zoe dig into what the deal means for craft market share in California, how the combined company plans to approach distribution and which taprooms are on the move, as well as what this means for Sapporo in the U.S. and what happens with the Escondido production brewery. The trio also share takeaways from Brewbound’s party at Love City Brewing. 

January 2025 was a record month for non-alcoholic (NA) beer in grocery stores. NA beer claimed a 4.2% share of beer grocery sales during the month, according to NIQ food store data shared by Bump Williams Consulting. The Brewbound team discusses how Dry January shook out, plus why industry leaders are bullish on regional cider; how the dots connect between the Consumer Price Index for beer at home outpacing overall inflation and beer’s 2024 summer slump; and who is keynoting the Brewers Association’s Craft Brewers Conference in Indianapolis. Plus, Justin, Jess and Zoe play Another Round or Tabbing Out on a surprise bev-alc platform and the We Love LA collaboration beer effort. Listen here or on your preferred podcast platform.

The Brewbound Podcast this year featured conversations with industry leaders on hot topics to strategies for navigating craft brewing’s mature era. The Brewbound team of Justin Kendall, Jess Infante and Zoe Licata discussed the closure of Anchor Brewing, data trends in craft and non-alc, leadership changes and refocused strategies. Those stories and more were reflected in the most listened to Brewbound Podcast episodes of 2023. Here’s a look at the most popular episodes of the year, in reverse order. 10. Jester King Speaks Out About Anti-Drag Bill in Texas As the controversy around Bud Light’s partnership with transgender social media influencer Dylan Mulvaney heated up, craft breweries came under fire for hosting drag shows. Jeffrey Stuffings, co-founder of Austin, Texas’ Jester King, shared why his brewery was encouraging its fans to oppose a bill in the Texas Senate that would fine businesses $10,000 for hosting “sexually oriented performances” – which includes drag events, if people under age 18 are present or on public property. Dave Infante, editor of independent drinks newsletter Fingers and VinePair columnist, joined the conversation to share why brewery owners hosting similar events need to be prepared for potential backlash. 9. Tomme Arthur on Growing The Lost Abbey By Scaling Down The Lost Abbey’s Tomme Arthur explained why his revered brewery is in process of scaling down in order to secure its future. The conversation was especially pertinent given smaller craft breweries’ struggles in 2023. 8. Farewell to Anchor (For Now) A week after Sapporo announced plans to shut down historic Anchor Brewing and liquidate the business to pay off creditors, the Brewbound team and Dave Infante discussed the effect on the brewery’s union workforce and what’s next for the San Francisco institution, including how likely it is to be saved as a turnkey operation. Plus, Justin and Zoe chatted with Paradox Brewery’s Devon Hamilton and Katie Etherton about the 10-year-old New York craft brewery’s brand refresh and reinvention. 7. The Aftermath of Dry January, Plus CiderCon Road Report Partake Brewing founder and CEO Ted Fleming and then-Lagunitas CMO Paige Guzman discussed what’s next for adult non-alc offerings following the 2023 Dry January, as competition increases and more retailers adopt NA products. Also, Brewbound reporter Zoe Licata provided a field report from the 2023 CiderCon conference in Chicago. 6. Sarah Bettman on the DEI Topics Facing Beverage Alcohol Companies Leadership development speaker, coach and consultant Sarah Bettman explored the diversity, equity and inclusion topics facing beverage alcohol companies and how they can avoid just “checking off boxes.” 5. Rhinegeist Leaders Discuss Leadership Shakeup, Path Forward In a year of leadership changes, Rhinegeist co-founder Bryant Goulding and interim CEO Adam Bankovich discussed the leadership overhaul at the Cincinnati craft brewery. They shared their vision for the brewery’s next phase, which would later be fully fleshed out when Bankovich was officially named CEO and keynoted the 2023 Brewbound Live business conference. 4. What’s Up – and What’s Down – in Beverage Alcohol to Start 2023? Following Dry January, 3 Tier Beverages consultant Stephanie Roatis shared how the month of abstinence performed in this episode. Roatis also discussed the rise of imperial ciders and the upward trajectory of regional cider brands. The Brewbound team also dished on the Drake’s-Bear Republic craft-on-craft merger, broke down Boston Beer’s full-year earnings report and called for a moratorium on the use of “drinkable.” 3. A Rough Week For Acquired Craft Brands, Plus, How PPP Funds Helped Breweries The Brewbound team discussed the fallout of Anheuser-Busch InBev shuttering operations of Platform Beer Co. in Ohio and laying off employees at other Brewers Collective brands. The episode also featured economist Aaron Staples, who broke down the effect the Paycheck Protection Program had on the craft beer industry. 2. Octopi Has 8 Arms in the Contract Brewing Game Contract brewing no longer carries the stigma it does in the craft brewing industry. Isaac Showaki, founder and president of Wisconsin-based contract brewer Octopi Brewing, shared that his facility is targeting 7 million cases in 2023, and a lot of that product isn’t beer. 1. Early 2023 Beer Trends with Bump Williams Consulting Data is tops with Brewbound Pod listeners. After the first quarter of 2023, Bump Williams Consulting’s Dave Williams ad Brian “BK” Krueger joined the pod to discuss early year retail trends, how competition was playing out in the cold box, the accelerated life cycle of brands and how Dry January and the Super Bowl shook out. Worth a re-listen as we head into 2024 to look back at what changed over the course of the year.

With the annual Brewbound Live business conference less than two weeks away, the Brewbound team shares the schedule for the two-day event during the latest edition of the Brewbound Podcast. Brewbound Live on December 14 and 15 will feature discussions from New Belgium CEO Steve Fechheimer, Denizens Brewing co-founder Julie Verratti and market research firm Nielsen and Nielsen CGA, as well as panel discussions with leaders from retailers (goPuff, Walgreens), emerging beverage companies (Five Drinks, Lone River Beverage Company, Cann, Future Proof) and more. The conference will also delve into mental health issues in the beer industry, with psychiatrists and authors Carlin Barnes and Marketa Wills, and Allagash Brewing HR director Celine Frueh and Hidden Springs Ale Works co-owner and psychotherapist Jacqueline Warner Garman. Day One will wrap with a happy hour and networking opportunity with industry leaders, including Tomme Arthur (the Lost Abbey, Port Brewing, The Hop Concept, Tiny Bubbles), Sinead Carey (Wine Warehouse), Dharma Tamm (Rogue Ales & Spirits), Donn Bichsel Jr. (3 Tier Beverages) and more. The conference will wrap up December 15 with a toast, featuring business leaders who have made a difference in 2020, including Allagash founder Rob Tod, Crowns & Hops founders Benny Ashburn and Teo Hunter, Border X and Mujeres Brew House founders David and Carmen Favela, Brewability founder Tiffany Fixter and Beer Kulture president and CEO Latiesha Cook. Brewbound Live is free for subscribers to Brewbound.com. Also on this post-Thanksgiving episode of the podcast, the Brewbound team discusses Thanksgiving eve trends and the latest headlines. Listen to the episode above, or find it on popular platforms such as iTunes, Google Play, Stitcher and Spotify. New episodes of the Brewbound Podcast are published every other Thursday. Email [email protected] with questions, comments or suggestions for future shows and guests.