00:00:00
Especially at the beginning of the
00:00:01
category, being up against a brand like
00:00:04
Heineken, these are established brands.
00:00:06
We're very much the underdog. So, for
00:00:09
us, we carved out this message of
00:00:11
authenticity. We brew
00:00:14
our own beer at wholly-owned facilities
00:00:17
in Connecticut and San Diego. We have
00:00:19
built these breweries from scratch, and
00:00:21
we control the quality process, and we
00:00:24
have our own brewing process that really
00:00:26
retains that craft labor. The big brands
00:00:29
don't do that. There's a lot of
00:00:30
different methods to produce
00:00:32
non-alcoholic beer. No one does it quite
00:00:34
like us. And then you can look at other
00:00:36
brands that have come into the category
00:00:38
since we started. There's a lot of
00:00:40
people that are taking elements of our
00:00:43
playbook and trying to activate it. My
00:00:46
goal in my role is to keep thinking
00:00:48
about how to push it forward, recruit
00:00:50
new drinkers, bring more people in. I'm
00:00:52
not worried about the infighting within
00:00:55
the category. I'm just trying to
00:00:57
continue to say, "Hey, how can I
00:00:59
convince the next consumer that uh
00:01:02
Athletic is for them, and they don't
00:01:04
need to feel like, 'That's a great beer,
00:01:05
but it's for my sober friend.' Like, I
00:01:07
don't I like it, but this it's not for
00:01:09
me." I want to break that.
