Andrew Katz’s Post

Since 2017, Bill Shufelt (CEO, Athletic Brewing Co.) went from hedge fund trader to the CEO of the leading producer of non-alcoholic craft beer. Unlike my typical tech-focused chats this one centers around a product I personally love. In the conversation, Bill tells stories of the unscalable but crucial strategies he used to build a brand, push past rejection, and redefine the non-alcoholic beer industry. → The unscalable activities that made Athletic a household name Athletic Brewing’s brand was built on unscalable activities, like handing out samples at races. Now, Bill often runs into high LTV customers at races he hasn’t attended in years when they say things like, “I met you in 2018 and my fridge has been full of your beer ever since.” While each sampling felt minor in the moment, Athletic has now activated thousands of events, and the long-term impacts accumulate. → How rejection helped Athletic build a competitive advantage Facing initial rejections from every contract brewer in the US, Bill took a bold step in building their own brewery. In hindsight, it allowed them unparalleled control over every aspect of production, from ingredient quality to rigorous testing of each batch. By handling everything in-house, Athletic also gains the flexibility to innovate and respond to market demands quickly—benefits that would have been unattainable had they relied on external partners. → Bill’s genius sales tactic Bill personally signed 300 deals with retail stores using clever tactics. Before pitching a buyer at a store, Bill would recruit a random grocery store shopper to pretend that they were super interested in the beer while Bill was pitching the deal. This approach helped break initial skepticism and build early buzz around their offerings, which helped Athletic secured shelf space and propel forward. For more stories and lessons from Bill, check out the full episode at: https://lnkd.in/gJjHJz_w

The NCAA Men’s & Women’s Basketball Tournaments brought a lot of excitement to Raleigh, North Carolina. As a craft beer enthusiast, I noticed that breweries like New Belgium Brewing, Wicked Weed Brewing, and R&D Brewing were big winners during the event. This success may be specific to the Raleigh market, but it applies to larger markets as well. Having beer on tap in the right places and keeping it in stock with wholesalers was crucial in March. These two factors helped boost sales for these breweries in the North Carolina market, elevating their H1 2024 numbers and adding to the growth they were already experiencing in Q1 2024. However, not all craft breweries were successful during the tournament. Some missed the boat by not timing their promotions in the on-premise and off-premise to activate craft beer around the NCAA events. Craft beer consumers watch sports while drinking beer, so having out-of-stocks or no representation in the on-premise could be another reason why craft breweries are starting 2024 down 25%.

I'm thrilled to share our latest video: "The Future of Craft Beer: Predicting the Next Big Styles After IPAs." This comprehensive exploration offers a unique perspective on the evolving craft beer industry, perfect for both enthusiasts and professionals in the brewing world with the Brewers Association's Competition Director Chris Williams 🔍 In this video, you'll discover: The current trends and future predictions in craft beer, especially post-IPA dominance. Insights from major beer competitions like the Great American Beer Festival and World Beer Cup. The growing popularity of styles like light lagers and what this could mean for the industry. Expert opinions and predictions on the next big beer styles. Whether you're in the brewing industry, a craft beer aficionado, or looking to stay ahead of market trends, this video is packed with valuable information. 📺 Watch here: https://lnkd.in/gr9wnN5r Feel free to share your thoughts and insights in the comments. Let's discuss what the future holds for the craft beer industry! #CraftBeer #BrewingIndustry #BeerTrends #MarketInsights #CraftBeerCommunity

Carlsberg Marston's Brewing Company’s Brewing Company Agrees 10-Year Partnership with Stonegate Group 🍺 Formed in 2010, the UK’s largest pub company, The Stonegate Group, operates 4,500 pubs and bars across the UK, including familiar names such as Slug and Lettuce Leeds, Craft Union Pub Company and Be At One Cocktail Bars. From Spring 2024, CMBC will manage all keg and cask deliveries to Stonegate’s managed estate, introducing 29 new vehicles and creating around 100 new jobs in the distribution and warehousing sectors 🚛 The deal will increase the presence of premium beer brands, including Brooklyn Brewery and Birrificio Angelo Poretti, the two groups are working together to ensure a smooth transition 🤝 Paul Thomas Davies, CEO of CMBC, says “This is a momentous agreement for both CMBC and Stonegate Group, securing a long-term partnership to deliver a range of our fantastic beer brands into thousands of Stonegate Group’s excellent pubs”. #logistics #beer #partnerships #carlsberg #fmcg

As marketers, we know that generating stories about our brands can be challenging. But what if your brand became THE STORY? That's exactly what happened to Athletic Brewing Co., the #1 NA Beer brand in the U.S. As interest in mindful drinking becomes more mainstream, Athletic Brewing Co. has transformed so many people's lives. And it's a story that we're extremely proud to help tell. Check out this video to see what we mean. #AthleticBrewingCo #MindfulDrinking #NAbeer #brandstory

As an entrepreneur, you always have to be ready and willing to pivot as necessary.

🚀 I am so happy to dive into week 5 with a great number of new breweries on the Brewing Trade platform ⁉️ What all this breweries have in common ? ⚡️ they value flexibility 🌱 they want to reduce waste 🤑 they are happy to save 25% on their hops costs 😎 if you are a brewer like me and you have in common the same things, join us on this amazing journey 🔗 Link in the first comment

Listen to the fun and enlightening conversation with our founder, Jamie Hunt and Jordan Scheltgen as they talk about starting a purpose-driven company in a very tough market and industry. Owning your own distillery may sound glam....and there are moments, but there are some very special sorts of challenges to work through. Listen in! #Entrepreneurship #StartupLife #PurposeDriven #Leadership #BusinessTalks #ChallengesOfIndustry #DistilleryLife #SmallBusinessJourney #FounderStories #bcorporation #fastpennyspirits #amaricano

It’s Thursday, so throwing it back to honor what was once my favorite day of the week - Bowling night. In college, we rolled every Thursday for three years. Take that for a liberal arts education! I could’ve told you from experience that bowlers over-index in beer consumption, but here are some numbers on the bowling participant to back it up: 🎳 Bowlers are beer drinkers - 54% consume beer on a monthly basis, which is 40% more than the average U.S. adult (21+). 🎳 Bowlers prefer domestic beer; US beer brands rank first among bowlers alcoholic beverage of choice. 🎳 Bowlers like to party - they are 2x more likely to go to bars or clubs than the average US adult 21+. Checkout the throwback photo our team (50 Shades of Chay) below! Samuel Boissard, Alex Saralegui, Austin Zimmerman, Toby Porter And thanks to Grace Kang for the insights!

Company acquisitions can be seen as opportunities for growth, innovation, and expansion. They allow companies to reach new markets, acquire talented teams, and access valuable resources, ultimately paving the way for greater success and impact. Each acquisition represents a milestone in the company's journey, demonstrating resilience, vision, and the willingness to adapt to changing landscapes. Embracing acquisitions with enthusiasm and a forward-thinking mindset can inspire employees, stakeholders, and the broader community, fostering a culture of progress and achievement.