An avid ultramarathoner, Bill Shufelt gave up drinking alcohol in 2013 when he realized that happy hours and hangovers were keeping him from performing his best at work and on the trails.
Tired of sipping on Diet Coke and cranberry sodas at weddings, restaurants, and other social gatherings, Shufelt realized he might not be the only one frustrated by the limited nonalcoholic options for health-conscious adults with sophisticated palates—so he decided to create one.
