Athletic’s Bill Shufelt Calls on TTB to Expand Allowable Vernacular for Non-Alc Advertising

Dear Client:  Not only did major players submit public comments to the TTB giving their take on changes that should take place as the agency considers trade practice updates (see our coverage this week here, here and here), but we also got to hear from non-alcoholic disruptor Athletic Brewing Company.  Athletic co-founder and CEO Bill Shufelt, who is also the chairman of The Adult Non-Alcoholic Beverage Association, noted in a short but dense letter his company has “revitalized a stagnant