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It's 2018, and in Brooklyn, New York, Athletic Brewing co-founder Bill Shufeld walks into the back office of a Whole Foods.

On the surface, Shufelt projects an air of friendly confidence, but inside, he's a bundle of nerves.

He's carrying a cooler filled with athletics athletics non-alcoholic craft beer,

and he knows the future of his company may hinge on the decision of the regional buyer he's about to meet.

She stands to greet him and gestures toward her desk with a serious, slightly hurried expression.

Bill, hi, come in in. And now I do want to be up front. I'm only

meeting with you because my colleague and Stanford asked me to. We've never really gotten into

the non-alcoholic beer space, and we don't have any plans to. I'm not trying to be unfriendly.

I just want to manage expectations.

Sheffelt just smiles. Since he left his high-flying finance job to start athletic the previous year,

he's gotten used to this response. For decades, non-alcoholic beer has been considered the poor cousin of the real thing, mostly associated with people who can't or don't want to drink anymore.

But Shufeld is on a mission to change this perception.

I completely understand. All I ask is that you try athletic with an open mind.

We think it's genuinely fantastic, and everyone we've shared it with so far agrees.

May I? Schufeld gestures to the cooler sitting on the floor. The buyer nods, and Shufelt opens up two

bottles, handing her one. I'll join you. I'm driving back up to Stratford after this, but with

athletic I'll be fine to drive. The buyer can't help but smile at Schufeld's sales patter, but only briefly, before returning

to business.

She leans in, taking in the beer's aroma, and then lifts the bottle and takes a sip.

Shufeld watches her eyes widened in surprise.

...