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