Athletic Founder: You’re Going to See a Lot of New Stuff for ’25

Dear Client: This week, your editors were in Palm Beach for our annual Beer, Wine and Spirits Summit. One recurrent theme (as our BBD readers will see later this week) is the enduring relevance of non-alc, beyond just Dry January.  In fact, we had one of the leaders in non-alc beer on stage at the Summit, too -- Athletic Brewing chief Bill Shufelt. In case you didn’t know, among the top five brands in non-alc beer, Athletic is driving 70%