Athletic Brewing
A U.S. brewer focused on non-alcoholic craft beer and related alcohol-free beverages.
Last updated August 31, 2026
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Overview
Athletic Brewing Company is a United States beverage manufacturer specializing in non-alcoholic craft beer. It was founded in 2017 by Bill Shufelt, a former hedge-fund trader and ultramarathon runner, and John Walker, a brewer from Santa Fe. Shufelt had stopped drinking alcohol in 2013 and found that available alcohol-free beer did not provide the flavor, variety, or social experience he wanted. He partnered with Walker to develop a brewing approach intended to preserve the character of conventional craft beer while keeping alcohol below 0.5% ABV, the threshold generally used for labeling beer as non-alcoholic in the United States. The company’s core proposition is to make beer for people who want the taste and ritual of craft brewing without conventional alcohol content. According to the company’s founding account, its beers are fully fermented and are not produced by removing alcohol after brewing or by adding replacement ingredients. Athletic positioned the products around active lifestyles, wellness, outdoor recreation, and participation in athletic and community events. This helped distinguish it from traditional beer companies whose alcohol-free offerings were often treated as secondary extensions of alcoholic portfolios. Athletic established what was described as the first brewing facility dedicated to non-alcoholic beer in Stratford, Connecticut, opening it in May 2018. Commercial sales began that year with Run Wild IPA and Upside Dawn Golden Ale. The initial market test covered seven stores in New England, after which the company expanded distribution across the United States and subsequently into international markets. Its portfolio later broadened to include additional IPA, golden ale, stout, seasonal, and limited-release styles, as well as Daypack sparkling water and hop water. The company grew rapidly as consumer interest in moderation, sober-curious lifestyles, wellness, and premium alcohol alternatives increased. Reported sales rose from approximately $2.5 million in 2019 to about $15 million in 2020 and nearly $37 million in 2021. The company produced more than 100,000 barrels in 2021, compared with 37,500 barrels in 2020. These figures are historical reported figures and should not be treated as current financial guidance. In 2022, Keurig Dr Pepper invested $50 million for a minority stake, giving Athletic access to a major beverage-industry partner while leaving the company’s operating identity intact. Athletic expanded its manufacturing footprint through a San Diego facility acquired from Ballast Point Brewing Company in 2020 and a 150,000-square-foot Milford facility opened in 2022. The Milford site was reported to have annual capacity of approximately six million cases. In 2024, Athletic acquired another Ballast Point facility in San Diego, measuring approximately 107,000 square feet. By 2025, the company was reported to have capacity for approximately 1.2 million barrels annually. Athletic became a leading participant in the U.S. non-alcoholic beer category. It was the first non-alcoholic brewer to appear among the top 50 U.S. craft brewing companies by sales volume, ranking 27th in 2022, 13th in 2023, and 8th in 2024. It was also reported as the 18th-largest overall U.S. brewing company by 2024 volume and produced nearly 400,000 barrels that year. In early 2024, it was reported to have become the leading non-alcoholic beer brand in U.S. grocery-store sales, surpassing established products from Heineken and Budweiser. The company’s investors have included athletes and entrepreneurs such as J. J. Watt, Justin Tuck, David Chang, Lance Armstrong, and Blake Mycoskie. Athletic remains an active, privately held beverage company centered on non-alcoholic beer.
History
Athletic Brewing Company originated from Bill Shufelt’s search for a better non-alcoholic beer. Shufelt, a former hedge-fund trader and ultramarathon runner, stopped drinking in 2013 but found existing alcohol-free beverages insufficient in taste and variety. He recruited John Walker, a brewer from Santa Fe, and the pair began developing beers that could retain craft-beer character while remaining below 0.5% ABV. The founders established Athletic Brewing in 2017. Their process centered on fermenting the beer rather than brewing a conventional alcoholic beer and removing the alcohol afterward. The first dedicated facility was established in Stratford, Connecticut, and opened in May 2018. Commercial launch followed in 2018 with Run Wild IPA and Upside Dawn Golden Ale. Athletic initially tested distribution through seven New England stores before expanding throughout the United States and into overseas markets. The brand built its identity around active living and moderation. Instead of presenting non-alcoholic beer only as a substitute for conventional beer, Athletic marketed it as a premium beverage suitable for exercise, outdoor activities, social occasions, and everyday consumption. Its sponsorships and presence at athletic events reinforced this identity, while the growing sober-curious and wellness movements broadened the potential customer base. The business experienced rapid early growth. Reported sales increased from approximately $2.5 million in 2019 to about $15 million in 2020 and nearly $37 million in 2021. Production exceeded 100,000 barrels in 2021, up from 37,500 barrels in 2020. In 2020, Athletic expanded into California by acquiring a brewing facility from Ballast Point Brewing Company. Keurig Dr Pepper took a $50 million minority stake in 2022. Manufacturing investment continued with the opening of a 150,000-square-foot facility in Milford in 2022. The site was reported to have capacity for six million cases per year. Athletic acquired another Ballast Point facility in San Diego in 2024, and by 2025 its reported production capacity had reached approximately 1.2 million barrels annually. The company’s market position strengthened alongside the expansion of the non-alcoholic beer category. Athletic became the first non-alcoholic brewer included among the top 50 U.S. craft brewing companies by sales volume, ranking 27th in 2022, 13th in 2023, and 8th in 2024. It was also listed as the 18th-largest overall U.S. brewing company in 2024 and produced nearly 400,000 barrels that year. In early 2024, it was reported to have become the leading non-alcoholic beer brand in U.S. grocery-store sales. The product range expanded beyond the original launch beers. Athletic developed multiple IPA, ale, stout, seasonal, and limited-release products, while Daypack added sparkling and hop-water products aimed at consumers seeking alternatives to soda and sugary drinks. The brand also gained recognition in beer competitions: Free Wave IPA won Supreme Champion Beer at the 2020 International Beer Challenge, and Run Wild IPA received major recognition in the World Beer Awards and Tasting Alliance World Beer Competition. Athletic’s investors have included professional athletes, food entrepreneurs, and consumer-brand founders. It remains a privately held company whose central focus is non-alcoholic beer.
- 2024
Further San Diego acquisition
[1]The company purchased a second Ballast Point facility in San Diego, adding a reported 107,000 square feet.
- 2024
Athletic reaches leading grocery position
[1]Athletic was reported as the leading non-alcoholic beer brand by U.S. grocery-store sales and ranked eighth among U.S. craft brewers by volume.
- 2023
Craft brewer ranking rises
[1]Athletic ranked 13th among U.S. craft brewing companies by sales volume.
- 2022
Keurig Dr Pepper takes minority stake
[1]Keurig Dr Pepper invested $50 million for a minority interest in Athletic Brewing.
- 2022
Milford brewery opens
[1]Athletic opened a 150,000-square-foot Milford facility reported to have annual capacity of six million cases.
- 2021
Daypack introduced
[1]Athletic began selling Daypack, a hop-water and sparkling-water line positioned as an alternative to soda and sugary beverages.
- 2020
San Diego expansion
[1]Athletic purchased a Ballast Point brewing facility in San Diego to increase production capacity.
- 2020
Free Wave wins international beer award
[1]Free Wave IPA won Supreme Champion Beer at the International Beer Challenge and became the first non-alcoholic beer to receive the honor.
- 2018
First dedicated brewery opens
[1]Athletic opened its first dedicated non-alcoholic brewing facility in Stratford, Connecticut, and began commercial sales.
- 2018
Run Wild IPA and Upside Dawn launch
[1]The company entered the market with Run Wild IPA and Upside Dawn Golden Ale.
Products and positioning
Premium non-alcoholic craft beer for active, wellness-oriented, sober-curious, and moderation-focused consumers.
Non-alcoholic IPA · 2018
Run Wild IPA
Run Wild IPA was one of Athletic’s two launch beers and became its best-known flagship products. It represents the company’s effort to reproduce the hop-forward character and drinking ritual of a craft IPA without conventional alcohol. The beer later received recognition in the World Beer Awards and was named Best Non-Alcoholic Beer at the 2022 Tasting Alliance World Beer Competition.
Non-alcoholic golden ale · 2018
Upside Dawn Golden Ale
Upside Dawn Golden Ale was introduced at Athletic’s commercial launch alongside Run Wild IPA. It serves as a lighter, broadly accessible alternative within the portfolio, extending the brand beyond IPA drinkers while maintaining the company’s non-alcoholic craft positioning.
Non-alcoholic IPA
Free Wave IPA
Free Wave IPA is a prominent Athletic product and one of the company’s most decorated beers. In 2020 it won Supreme Champion Beer at the International Beer Challenge, along with the event’s Best No & Low Alcohol Beer distinction. The award helped demonstrate that non-alcoholic beer could compete in quality-focused beer competitions.
Hop water and sparkling water · 2021
Daypack
Daypack is Athletic’s alcohol-free beverage line beyond beer. Introduced in 2021, it includes hop water and sparkling-water products designed for consumers looking for flavorful alternatives to soda and other sugary drinks. The line extends Athletic’s active-lifestyle proposition into non-beer refreshment occasions.
Marketing campaigns
- 2018Active-lifestyle positioning
United States
Athletic launched its beers as premium drinks for athletes, outdoor enthusiasts, and people choosing to moderate or avoid alcohol. The company built visibility through participation in athletic events and communities rather than relying solely on conventional beer occasions.
Outcome. Helped establish a distinctive identity in the emerging non-alcoholic craft beer category.
Brand decisions
2022
Accept minority investment from Keurig Dr PepperM&ABackground
Athletic needed capital and commercial scale to support expansion in the fast-growing non-alcoholic beverage market.
Action taken
Keurig Dr Pepper invested $50 million for a minority stake.
Aftermath
The transaction brought a major beverage-industry investor into Athletic’s ownership structure.
Minority equity investment. $50 million investment (2022)
2022
Open the Milford production facilityStrategyBackground
Growing demand and national distribution required substantially greater brewing and packaging capacity.
Action taken
Athletic opened a 150,000-square-foot brewery in Milford, Connecticut.
Aftermath
The facility was reported to be capable of producing approximately six million cases annually.
2021
Launch DaypackProduct launchBackground
Athletic sought to serve consumers wanting alcohol-free beverages beyond beer.
Action taken
The company introduced Daypack hop water and sparkling water.
Aftermath
Daypack broadened the brand into non-beer, low-sugar refreshment occasions.
2020
Expand manufacturing to San DiegoStrategyBackground
Rapid demand growth required additional production capacity beyond the Connecticut operation.
Action taken
Athletic acquired a Ballast Point brewing facility in San Diego.
Aftermath
The acquisition expanded the company’s manufacturing footprint on the U.S. West Coast.
2017
Focus exclusively on non-alcoholic craft beerStrategyBackground
The founders believed existing alcohol-free beers did not meet the taste and quality expectations of craft-beer consumers.
Action taken
Athletic built its business around brewing beer below 0.5% ABV rather than treating non-alcoholic beer as a secondary product line.
Aftermath
The focused model helped the company become one of the largest dedicated non-alcoholic brewers in the United States.
Recent events
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