20 Jan 2026
Athletic Brewing has taken over San Diego County's largest brewing facility (the former Ballast Point HQ on Carroll Way) and co-founder Bill Shufelt summed up exactly why they've been able to grow from 875 barrels in 2018 to the No. 1 non-alcoholic brand in the US in a recent interview with San Diego Beer News:
We didn't position Athletic around sacrifice or what people are giving up. Instead, we've built the brand around possibility and what you are gaining.
It's the framing shift that the entire category needed, and the numbers show it's working.