Athletic Chief Sees “Dramatic Shift” In Non-Alc Beer Position at Retail

Dear Client:   With many of the biggest brewers already in the non-alc segment (Heineken 0.0, Bud Zero, etc.) and more of them coming into the segment (from Sierra Nevada’s new Trail Pass to Blue Moon’s imminent non-alc version), it seems increasingly clear that, despite its still small share of the overall beer category, non-alc beer is not a fad.  In fact, Athletic co-founder Bill Shufelt seems to believe that non-alc’s strength may even surprise people soon. The shoots are there.