How Athletic Brewing Sells Beer for a Post-Alcohol Generation

When Bill Shufelt left Wall Street to make non-alcoholic beer, most people thought he was crazy. At the time, the category made up less than 1% of U.S. beer sales and was widely seen as a joke. But nearly a decade later, Shufelt’s company Athletic Brewing is at the center of a major cultural shift around health and wellness. On this episode of Bold Names, he joins Christopher Mims and Tim Higgins to talk about the rise of non-alcoholic beer, how his company is navigating President Trump’s tariffs, and why beer giants like Heineken and Guinness are now chasing the category he helped create. To watch the video version of this episode, visit our WSJ Podcasts YouTube channel or the video page of WSJ.com. Check Out Past Episodes: How Corning Is Using Trump’s Tariffs To Its Advantage The Boldest Ideas of 2025 — And What’s in Store for 2026 McLaren CEO Zak Brown On F1 And Business Strategy At 200 Miles Per Hour How Tubi Is Coming for Netflix and YouTube in the New Streaming Wars Let us know what you think of the show. Email us at BoldNames@wsj.com. Sign up for the WSJ's free Technology newsletter. Read Christopher Mims’s Keywords column. Read Tim Higgins’s column. Learn more about your ad choices. Visit megaphone.fm/adchoices

You can listen to How Athletic Brewing Sells Beer for a Post-Alcohol Generation online on Radio and Podcast. Open the player on this page to stream the available audio.

How Athletic Brewing Sells Beer for a Post-Alcohol Generation is an episode from WSJ’s The Future of Everything by The Wall Street Journal.

This episode is 26:21 long.

This episode was published on Jan 23, 2026.

Yes. Use the heart button on the episode page to add it to your favorite episodes list.

Yes. This page shows related episodes from WSJ’s The Future of Everything when more episodes are available from the podcast feed.