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Business Wars

Athletic Brewing and the NA Beer Revolution | Brewing the Impossible | 1

Business Wars

Audible

History, David Brown, Business, Management

4.613.5K Ratings

🗓️ 15 April 2026

⏱️ 38 minutes

🧾️ Download transcript

Summary

It’s 2017 and Bill Shufelt is about to quit stock trading to start a company with a product it seems like nobody wants: non-alcoholic beer. And that’s not even his biggest hurdle. Because his plan depends on making alcohol-free beer taste great – a feat he’s not sure is even possible.

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Transcript

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0:00.0

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0:06.0

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0:19.1

It's January 2nd, 2017.

0:21.6

At the offices of the investment firm, Point 72 in Stamford, Connecticut, Bill Shufeld

0:27.4

pulls up a chair in a glass wall meeting room.

0:30.4

Schufeld has the broad frame of a former college football star and is seen as confident

0:35.0

and outgoing, the kind of guy who winds up the center of attention at corporate events and parties.

0:40.5

But today, he's full of nervous energy.

0:43.9

He has a big announcement to make, and he's not sure how it will go down.

0:48.4

Schufeld's boss stands at the front of the room to kick off the team's first meeting of the new year.

0:53.5

All right, everyone, welcome back.

0:55.1

Hope you all had some good time off, didn't hit the eggnog too hard.

0:58.8

Anyone have any major epiphanies over the break?

1:01.9

The room chuckles, and for a second, Shufeld considers letting the moment pass because

1:07.3

once he says what he's about to say, there's no taking it back.

1:12.0

But then he raises his hand.

1:14.7

Actually, I do.

1:16.2

Everyone turns to face him.

1:18.2

Shufeld takes a deep breath, then says the most important words of his career.

1:23.6

I didn't want you to all hear this from HR, but I gave my notice this morning.

1:28.1

I'm leaving the company.

1:29.5

What?

...

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