Millenials and their *shuffles deck, draws card* nonalcoholic craft beer

quote:

---

When Athletic Brewing Co. offered its nonalcoholic limited-edition Double Hop IPA for sale online last week, it sold out in 32 seconds.

"We've actually been totally overwhelmed and shocked by how strong the nationwide online demand is," says Bill Shufelt, co-founder of Athletic Brewing Co., which produces only nonalcoholic brews.
Now, There Is Zero Proof That Alcohol Is What Makes A Great Cocktail
The Salt
Now, There Is Zero Proof That Alcohol Is What Makes A Great Cocktail

The brewery releases its limited batch brews in small quantities, 50 to 100 cases at a time, and it has been expanding quickly. "We recently doubled our capacity and footprint," Shufelt says of the Connecticut-based company, which also sells its brews on tap and in cans at about 25 breweries and many bars and restaurants in the Northeast. It also distributes to over 2,000 stores nationwide.

Two years ago, when Shufelt and his co-founder, John Walker, were getting Athletic Brewing Co. off the ground, Shufelt says, his goal was to "give people a cool way to moderate [their drinking] ... and to provide people who are sober comfort in being sober," by giving them more options when they're out socializing.

---