As category definitions shift and consumers reconsider what they want to drink, when, and where, BevNET Live NYC 2026 on June 10 + 11 will feature a talk with one of the architects of that disruption when Athletic Brewing Co-Founder & CEO Bill Shufelt takes the stage.
Since 2018, the non-alcoholic beer that Shufelt and partner John Walker launched has flipped the script on the NA category. Athletic Brewing has become both a tasty reward and a symbol of Americans’ moderating approach to alcohol, rather than something defined solely by its missing intoxicant.
Athletic’s rise reshuffled the deck of beverage categories, energizing the development of a growing cadre of alcohol-free adult beverage alternatives while also fracturing category boundaries. From a consumer standpoint, the growth of Athletic and other NA products has also helped to loosen the reins around different consumption occasions, helping to broaden beverage offerings at restaurants and bars, during special events like concerts and sports, as well as retailers’ approach to their shelf sets.
At BevNET Live, Shufelt will talk about the ways he has built the company that powered that change, addressing the ways Athletic has navigated explosive growth, what he’s learned about raising capital, and unpacking his approach to brand positioning and category creation. As moderation reshapes consumption, Athletic is in a category that has become a magnet for a range of competitors, independent and strategic; in a candid discussion, Shufelt will share lessons on defending a leadership position within the category he’s championed, offer thoughts on the future of the beverage business, and reveal how he views his next steps as the leader of Athletic.
It’s a unique opportunity for BevNET Live attendees: by hearing from Shufelt, they’ll get a look at disruption at it matures, and gain an understanding of the underpinnings of not just a beer brand, but one of the country’s most vital beverage companies, one that has shown that innovation and execution can cause a change in direction for the entire beverage industry.
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About BevNET Live
BevNET Live is the beverage industry’s premier event, bringing together brands, distributors, retailers, investors, and service providers to explore what’s ahead for the industry. Featuring top-tier speakers and the fan-favorite New Beverage Showdown, each event draws hundreds of brands from across the country.