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Athletic Brewing CEO explains why he feels the term 'sober' is outdated
Bill Shufelt, CEO of a non-alcoholic beer company Athletic Brewing, prefers the term "flex sober."
Ana Altchek
I spent a month drinking Athletic Brewing's non-alcoholic beer. It made me want to rethink my relationship with drinking and switch to being 'flex-sober.'
Athletic Brewing Company's no-alcohol beers seemed to keep popping up everywhere in my life. After …
Avery Hartmans
Athletic Brewing Company is on a mission to reach the 'flex-sober' as millennials and Gen Z seek out alternatives to getting drunk
Non-alcoholic beer used to account for a tiny fraction of the overall beer market, but Athletic CEO…
Avery Hartmans
Keurig Dr Pepper just invested $50 million in Athletic Brewing, the brand dominating the nonalcoholic beer sector. Here's how the founder started and grew his brewery after leaving the hedge-fund world.
Bill Shufelt quit his job as a hedge fund manager and launched a non-alcoholic craft beer company. …
Nancy Luna
Serena Williams is 'really proud' that her star-studded Super Bowl commercial features an equal number of male and female athletes
Serena Williams is the star of Michelob Ultra's new golf-themed commercial for Super Bowl LVII. She…
Meredith Cash
The 50 fashion, beauty, and lifestyle companies set to take off and become the next great direct-to-consumer brands, according to The Lead
Having a great product and building a community are still crucial to a DTC business. But startups t…
Danni Santana
The Drive-Thru: The companies revolutionizing retail, All-Star Weekend approaching, and layoffs at Wayfair, Walmart, and Kohl's
The shoes that debut at this series of NBA-hosted events and games, which culminates in the All-Sta…
Shoshy Ciment
Solidcore founder Anne Mahlum shares her longevity routine, from $10,000 red light therapy to a gallon of water every morning
Fitness industry veteran and Solidcore founder Anne Mahlum is focusing on longevity with a routine …
Gabby Landsverk
Boozy office holiday parties are going out of fashion as workers sip mocktails, non-alcoholic wine instead
Companies are cutting back on boozy drinks at holiday parties. Instead they're swapping in mocktail…
Lakshmi Varanasi
I've been doing 'Damp January' instead of 'Dry January.' It's a better way to change my drinking habits.
Damp January helps me drink a lot less year-round than Dry January. I went sober for a month in the…
Julia Pugachevsky
Dry January is almost here. Here are 7 of our favorite, tasty non-alcoholic beverages to enjoy all month
Booze-free drinks are more popular than ever, thanks to the "sober curious" boom. Here are some of …
Bethany Biron
This tea-making robot can mimic the movements of a human counterpart in real-time, giving a glimpse into the future of robotics
Japanese company Docomo, which is developing tech to transfer each of the five senses between peopl…
Tasmin Lockwood
Pro skateboarder and reality TV star Rob Dyrdek made a name for himself performing insane stunts. Now he's planning to live to 114 with a morning routine that includes spending time in a $14,500 meditation pod.
Former MTV reality show star Rob Dyrdek plans to live to 114 by following healthy habits like inter…
Gabby Landsverk
NFL quarterback Justin Fields says a vegan diet made him 'lighter and faster.' Here's what he eats in a day, from high-carb snacks to a high-protein dinner.
Chicago Bears quarterback Justin Fields, who has been vegan since 2020, told Insider what he eats t…
Gabby Landsverk
Tech founders love Elon Musk — and hope to emulate his brutal Twitter crackdown
For tech founders, Elon Musk's approach to his Twitter takeover makes him a visionary — and they've…
Jordan Parker Erb,Diamond Naga Siu
A beginner's guide to nonalcoholic beer
Learn more about how nonalcoholic beer is produced, who makes them, and where to buy them.
Gloria Rakowsky
Sedona Prince is tackling coffee's 'dirty not-so-little secret' and extending their advocacy to the environment
The Oregon Ducks star and famous TikToker is now the Chief Community Officer for Riff, the brand re…
Meredith Cash
I started a distillery and spend a lot of time selling my spirits directly to consumers inside liquor stores. Here's what I've learned about how you buy booze.
I spend more than 15 hours a week inside stores. Here are some key takeaways from my time inside li…
Jen Glantz
OpenX is exploring a sale
Insider's top advertising and media stories for June 1.
Lucia Moses
Where to spot TikTok creators in LA: from upscale pasta spots to western-themed steakhouses
The top creator economy news of the week includes LinkedIn launching a $25 million fund and how muc…