Can Athletic Beer Become the Number 1 Non-Alcoholic Beer in America?

The case takes place in the spring of 2023 after Athletic Brewing Company, an independent brewer from Connecticut and fast-growing company has received a $50 million investment from Keurig Dr Pepper. Bill Shufelt, co-founder and CEO has plans for the company to expand and become a market leader in sales. The brand has been really successful since its creation in 2017 and currently sits in fifth position in sales, ready to take a strong hold of the market. However, it needs to focus on its consumers, their behavior and characteristics.