Non-alcoholic beer is booming, boosted by a cultural shift in Gen Z drinking habits and a pivot to healthy living. Athletic Brewing has become the biggest non-alcoholic beer brand in the US, fueling the buzz. Co-founder & CEO Bill Shufelt joins Rapid Response to share how Athletic is approaching a critical crossroad. After securing endorsements from JJ Watt to Karlie Kloss as well as a partnership with Arsenal Football Club, Athletic now faces a flurry of beer industry titans flooding into non-alcoholic brews. Shufelt explains why Athletic is expanding despite the competition, lessons from his days in the hedge fund world, and the balance between passion and discipline.  Visit the Rapid Response website here: https://www.rapidresponseshow.com/ Watch this episode on YouTube: https://www.youtube.com/watch?v=UIF80D4j2DM See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.