Stratford beer firm creates a buzz — without alcohol
Athletic Brewing on ‘Most Influential Companies’ list
Athletic Brewing Co., the burgeoning non-alcoholic beer brand that got its start in Stratford, has been named as one of Time 100’s “Most Influential Companies of 2022.”
“Unlike many of its zero-proof competitors, (Athletic) is actually competing with booze giants,” Time’s Jamie Ducharme wrote. “Founded in 2017, Athletic Brewing sold more than 100,000 barrels of beer last year (up from To curate the list, Time “solicits nominations across sectors including health care, entertainment, technology, and more from our global network of editors and correspondents, as well as from industry experts,” editors wrote. “Then we evaluate each on key factors, including relevance, impact, innovation, leadership, ambition, and success.”
The brewery was founded in 2017, and in 2020 expanded to the West Coast, opening a brewery in San Diego. Athletic is debuting a new production facility in Milford this year to expand its operations, with a projected May or June opening.
Bill Shufelt, a fitness enthusiast, was initially motivated to create highquality non-alcoholic craft beers after tasting a “flavorless, watery, metallic” version when he was out one night, according to Athletic’s website.
“Thankfully, it sent Bill on a mission to create a whole platform of delicious, craft NA beers that even the biggest beer lovers would enjoy anytime, anywhere,” the website said. “He teamed up with our head brewer John Walker and the rest
is history.”
Shufelt’s success in the non-alcoholic beverage industry also caught the eye of Food & Wine, as he was named one of the magazine’s “Drinks Innovators of the Year” earlier in March.
“The bold, true-to-craft flavors of Athletic beers have helped overhaul the NA category’s reputation, erasing decades-old stigmas one six-pack after another,” Food & Wine’s Joshua M. Bernstein wrote.
TastingTable also named Athletic as Connecticut’s best brewery in February. The Connecticut brewery was the only one
on the list that specializes in non-alcoholic beer.
“(Athletic Brewing) is changing the way people perceive non-alcoholic beer,” the site said, highlighting the brewery’s Soul Sour and Free Way Hazy IPA.
Most recently, the brewery revealed a new “Athletic Lite,” its response to the current light beer trend. Walker, Athletic’s co-founder and chief procurement officer, told Hearst Connecticut Media the new brew has been in the works for about two years.