Athletic Brewing CEO discusses growth of non-alcoholic beer

Watch on YouTube ↗  |  January 02, 2026 at 12:21  |  4:46  |  CNBC
Speakers
Bill Shufelt — Co-founder and CEO, Athletic Brewing

Summary

Bill Shufelt, co-founder and CEO of Athletic Brewing, joins Squawk Box to discuss the growth of non-alcoholic beer. He argues non-alcoholic beer is a durable megatrend growing despite a weak alcoholic beer environment, driven by health perceptions, moderation, and improved product quality and branding. The interview also covers Athletic Brewing's rapid sales growth, category share, new West Coast brewery, and nutrition profile.

  • Athletic Brewing CEO Bill Shufelt discusses the non-alcoholic beer category on Squawk Box.
  • Non-alcoholic beer is growing while alcoholic beer volumes are down 3% to 10%.
  • Health perception is shifting: over 53% of Americans view one to two drinks a day as unhealthy.
  • Weekly alcohol consumption is at a record-low 54%, down eight points in two years.
  • Athletic Brewing's trailing-12-month sales grew about 53% and it holds an 18.4% category share.
  • Athletic has 52% share of non-alcoholic craft beer and commissioned a large West Coast brewery.
  • The company emphasizes improved taste, branding, and nutrition, including a 25-calorie light lager.
  • No public-market ticker or direct investment vehicle is named for Athletic Brewing.
Ideas
Bill Shufelt Co-founder and CEO, Athletic Brewing 1:04
Long non-alcoholic beer, avoid alcoholic beer
Alcoholic beer is in a historically bad environment, with volumes down 3% to 10% across the board, while non-alcoholic beer continues to grow as a durable megatrend. The speaker cites a Gallup poll showing over 53% of Americans now view one to two drinks a day as unhealthy, up 14 points in two years, and weekly alcohol consumption at a record-low 54%, down eight points over the same period. Consumers still want social and culinary experiences, but improved taste, quality, branding, and marketing have made non-alcoholic beer a desirable, status-friendly option. Athletic Brewing's own trailing-12-month sales grew about 53%, with an 18.4% share of the non-alcoholic beer category and 52% of non-alcoholic craft beer.
Non-alcoholic beer HIGH
Bill Shufelt Co-founder and CEO, Athletic Brewing 1:04
Long non-alcoholic beer, avoid alcoholic beer
Alcoholic beer is in a historically bad environment, with volumes down 3% to 10% across the board, while non-alcoholic beer continues to grow as a durable megatrend. The speaker cites a Gallup poll showing over 53% of Americans now view one to two drinks a day as unhealthy, up 14 points in two years, and weekly alcohol consumption at a record-low 54%, down eight points over the same period. Consumers still want social and culinary experiences, but improved taste, quality, branding, and marketing have made non-alcoholic beer a desirable, status-friendly option. Athletic Brewing's own trailing-12-month sales grew about 53%, with an 18.4% share of the non-alcoholic beer category and 52% of non-alcoholic craft beer.
Alcoholic beer HIGH
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This CNBC video, published January 02, 2026, features Bill Shufelt discussing Non-alcoholic beer, Alcoholic beer. 2 trade ideas extracted by AI with direction and confidence scoring.

Speakers: Bill Shufelt  · Tickers: Non-alcoholic beer, Alcoholic beer