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BeverageDaily: Building an alcohol-free beer brand: Secrets to success from Athletic Brewing and Lucky Saint Athletic Brewing in the US and Lucky Saint in the UK have emerged as leading independent alcohol-free beer brands by focusing on normalization, strong branding, and positive marketing. Building an alcohol-free beer brand: Secrets to success from Athletic Brewing and Lucky Saint AOL: A day in the life of the CEO of Athletic Brewing, from living room burpees to British murder mysteries Bill Shufelt, the CEO and co-founder of Athletic Brewing, started the brand after he quit alcohol and saw a market for N/A beer.Athletic Brewing Company This as-told-to essay is based on a ... A day in the life of the CEO of Athletic Brewing, from living room burpees to British murder mysteries San Diego Union-Tribune: The boom in nonalcoholic beer: How San Diego was key to Athletic Brewing’s growth The boom in nonalcoholic beer: How San Diego was key to Athletic Brewing’s growth