Athletic Brewing Beer on Beach

About Athletic

Athletic Brewing is pioneering a revolution in non-alcoholic craft beer. We promise to use high-quality, all-natural ingredients to create great-tasting brews for our beer-loving family. We strive to create brews suitable for everyone and every occasion. No matter your motivation, if you want to keep a clear head and drink healthier, we are here for you.

The seed for Athletic Brewing was planted when I was evaluating my life before I was about to get married. As I looked to continue to improve my life through health and fitness, I found one area incompatible with the rest.  Alcohol-drenched nights and weekends that resulted in unproductive hangovers and unhealthy meals had no place in a demanding financial career that required 24/7 focus. So, I made the choice to cut alcohol out of my life and I have never looked back.

I still enjoyed going to bars and restaurants with friends, attending sporting events, weddings, barbeques and other social events. With limited non-alcoholic options (at best) to fit my new healthy, active lifestyle, I was always at a loss for a refreshing beverage that was easy to order and carried no social stigma. The only options were flavorless, watery, metallic in taste, and came with punchlines of decades-old jokes.

The void in the market was clear. I had attended college in Vermont and great beer was a big part of my life. I started market research that evolved into founding Athletic Brewing to focus solely on making a whole platform of delicious, craft non-alcoholic beers for the modern beer drinker to enjoy with friends and family. This required me leaving a safe, stable job in the financial industry to fully dedicate my time and energy to this true passion.

I teamed up with John Walker, a highly accomplished and awarded craft brewer who was brewing at Second Street Brewery in Santa Fe, New Mexico. The intellectual challenge and the possibility of including a large portion of the adult population in the craft community drove John to join the team. We decided on Stratford, CT as home base and proceeded to brew over 100 batches on homebrew equipment to perfect our process. Once satisfied, we built the entire brewery around it.

From the start, we plan to offer more non-alcoholic beer variety than the sector has ever known. We welcome you to come visit us at our brewery and tap room in Stratford, the first of its kind in the country, to meet our team and learn more about our mission. 

We are thrilled to share this journey to find our best selves with every one of you. 


Bill Shufelt
Carrying Athletic Brewing Beer on Beach





Long on optimism and short on brewing experience, Bill quit a stable financial job with the mission of having a positive impact through bringing great-tasting craft beer to everyday occasions. The rare sober brewery founder. You can typically find him at a finish line sharing free beers. A fan of every sport under the sun.


Co-Founder & Head Brewer

Co-founder of Athletic and a talented head brewer who took the leap from a great brewpub in Santa Fe (where he was highly awarded) to take on the intellectual challenge of solving non-alcoholic beer. John's palette is the basis for all recipe decisions.


Head of E-Commerce

After 6 years on Wall Street, Derek hopped off the finance train to chase his dream. He’s a craft beer enthusiast, homebrewer, and lives the Athletic mission: inspiring people to be healthy, active, and at their best. Derek manages Athletic’s E-Commerce strategy and packaging - innovating ways to get fresh beer to your doorstep within days.


Packaging Pro

A veteran of a few highly-loved breweries nationwide, Pete has brought his expertise to getting you plenty of fresh beer, fast. Nicest guy in the business.


Tap Room Manager

Liana's the first friendly and knowledgeable face you see when you walk in. As soon as we first started talking craft beer (and sports) the first time we met, we knew she would take our tap room to the next level. She has a knack for finding supply of rare beers and knows the beer landscape in CT as well as anyone.


Head of Lab & Quality Control

A veteran on the CT beer scene, Russ brings a degree in microbiology and experience at highly-regarded breweries to Athletic. A total team player who also wields the final say on all matters.


CT Territory Manager

Becky has spent her years in CT entrenched in craft beer, from beer bar management to distributor sales. Her reputation in the beer world is as one who admires quality, integrity, and passion. She comes to Athletic truly believing you can balance beer culture with health and wellness, and will most likely tell you about the current astrological transits.


NY Territory Manager

A jack of all trades, Nick brings a diverse work and life experience to Athletic's unique mission. A beer connoisseur from coast-to-coast, Nick covers New York State from Buffalo to Montauk - he is excited to apply his passion for great beer to the NA craft revolution.


National Chain Mgr & Mass Territory Mgr

A dominating 3-sport athlete and an engineer is a rare set of skills - almost as rare as a great-tasting NA beer. David truly lives the Athletic lifestyle - you're as likely to hear about our beer from him as a lacrosse coach as you are at a Wegman's.


Head of Packaging

Dontrel brings years of experience from Starbucks and Teavana to revolutionize the way product leaves Athletic. A Stratford native, efficient systems thinker, and a diehard Pats fan.



Jim loves beer almost as much as he loves running. He began as a home brewer and most recently was a brewer at West Kill Brewery in the Catskills. It was there he fell back in love with his first passion, Biology, and developed a passion for recipe development including foraged ingredients. When Jim isn't brewing you can find him on the trails, the nearest track, or back in Albany hanging out with his pups and Spartan girlfriend.



Dave was bitten by the home brewing bug while languishing away in the corporate world in the early '90s and has been around the Connecticut craft beer scene ever since. He has worked in almost every area of the beer business, from actual brewing to sales and marketing. Aside from brewing, he also collects brewery advertising (primarily Connecticut breweries past and present), records (mostly Punk and Metal), and plays pinball.


ME / NH / VT Territory Manager

A former college athlete who moved into the heart of beer country (Portland), Matt brings extensive beer industry experience and a diverse skill set with him to Athletic. He enjoys all things outdoors and can be found at the lake in the summer or on the ski slopes in the winter.


NJ & PA Territory Manager

Texan native who embodies an unmatched passion in the craft beer industry, and a unwavering belief in it's ability to bring people together. A former collegiate baseball player at Wake Forest. When not selling the best N/A beer in the country, you're likely to find him fly-fishing, attempting to revive former athleticism, or contemplating a weekly, new hobby.


Packaging Lead

Trevor graduated from Northern Vermont University with a Bachelor’s degree in the Music Business Industries. Being mechanically inclined and having been brewing beer since 2014, running a canning line brings both passions together. He loves taking on new challenges and spends most of his free time on his kayak.


Regulatory Lead & Brewer

Kevin previously worked at a large brewery in the Midwest where he focused his efforts on improving the quality of their non-alcoholic process. Kevin Jumped at the opportunity to join the Athletic team because the non-alcoholic lifestyle aligned perfectly with his passion for running and the outdoors. When he isn't working at the brewery you'll find him training for his next ultra-marathon or hiking the high peaks of New England.


Packaging Team


Packaging Team


E-Commerce Team


E-Commerce Team

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