Brewing Up a Company’s Mission Right Alongside a Business Plan

Six months of formulating better-for-you beer gave Athletic Brewing Company’s co-founders ample time to build their strategy. What emerged was also a sturdy environmental-impact mission. “I was just sick of drinking,” says Bill Shufelt. About 10 years ago, Shufelt was training for his first ultramarathon when he began abstaining from alcohol.

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