Athletic Brewing and the NA Beer Revolution | Brewing the Impossible
4/15/202637 min
It’s 2017 and Bill Shufelt is about to quit stock trading to start a company with a product it seems like nobody wants: non-alcoholic beer. And that’s not even his biggest hurdle. Because his plan depends on making alcohol-free beer taste great – a feat he’s not sure is even possible.
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Transcript preview
First 90 secondsDavid Brown· Host0:00
Audible subscribers can listen to all episodes of Business Wars ad-free right now. Join Audible today by downloading the Audible app. [instrumental music] It's January second, twenty seventeen. At the offices of the investment firm Point72 in Stamford, Connecticut, Bill Shufelt pulls up a chair in a glass-walled meeting room. Shufelt has the broad frame of a former college football star and is seen as confident and outgoing, the kinda guy who winds up the center of attention at corporate events and parties. But today, he's full of nervous energy. He has a big announcement to make, and he's not sure how it will go down. Shufelt's boss stands at the front of the room to kick off the team's first meeting of the new year. "All right, everyone. Welcome back. Hope you all had some good time off, didn't hit the eggnog too hard. Anyone have any major epiphanies over the break?" [laughing] The room chuckles, and for a second, Shufelt considers letting the moment pass because once he says what he's about to say, there's no taking it back. But then he raises his hand. "Actually, I do." Everyone turns to face him. Shufelt takes a deep breath, then says the most important words of his career. "I didn't want you to all hear this from HR, but I gave my notice this morning. I'm leaving the company." "What?