Stop me if you’ve heard this one before. A guy quits his corporate job to start a craft brewery. At first, distributors ignore his calls. He takes hundreds of meetings with potential investors, and whips up endless batches of homebrew to fine-tune his recipe. His friends tell him he’s crazy, that the odds are against him, that he should walk away. Who’s gonna drink that stuff? they say.
https://www.thrillist.com/drink/nation/the-athletic-non-alcoholic-beer