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Case examines Athletic Brewing's expansion strategy and consumer behavior focus to outpace competitors.
The case takes place in early 2024, after Athletic Brewing Company, an independent non-alcoholic brewer from Connecticut and fast-growing company has received a $50 million investment from Keurig Dr Pepper (KDP) that allowed expansion of production. Bill Shufelt, co-founder and CEO, has plans for the company to expand and become the market leader in sales. The brand has been successful and award winning since its creation in 2017 and currently sits in third position in sales, ready to take a strong hold of the market. However, it needs to focus on its consumer’s behaviors and characteristics to outperform industry leaders Heineken 0.0 and non-alcoholic brands in the Anheuser Busch InBev product family.
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Khare et al. (2025) studied this question.
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