Who drinks Athletic Brewing Company? A shitload of people, quantitively speaking: the non-alcoholic upstart came in at sixth in the Brewers Association’s annual volume ranking of craft breweries. (Though, y’know… grain of salt.) But what about qualitatively speaking? As cofounder Bill Shufelt acknowledged the company has a bit of a type. Speaking from the stage at BevNET Live this past week, the silver-tongued top dog of temperance argued the NA craft leader serves a cohort of…
healthy active adults and professionals and active achievers
…which is a brand-agnostic way of saying Athletic’s archetypical custie is an Allbirds- Vuori-wearing, Tesla-driving, Huberman Lab-listening upper-middle-class striver with strong opinions about the best inflatable cold-plunge tanks. I think? I’m actively trying to achieve comprehension over here.
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