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I've come to meet an American beer entrepreneur in London

at a place where they sell his products.

But it's not a bar or an off-license.

It's an organic food store chain.

And that's because his business, Athletic Brewing Company, makes non-alcoholic beer.

It is truly beer fit for all times, and that's meant to be enjoyed with the full experience,

whether it is alcohol or not any time of day, anywhere.

I'm Dougal Shaw, and welcome to another edition of Business Daily Meats on the BBC World Service.

This is where we bring you in-depth interviews with people in business from across the globe.

There's really so much room out there in the non-alcoholic landscape. Most of the beverages

people drink during the day are non-alcoholic and a lot of those drinks filling those categories

are sugary sodas and legacy-type beverages. Today I'm meeting Bill Schufelt. He quit a well-paid

banking job in Wall Street to found a company brewing beer in 2017, even though he had no background in the industry. He took the sleep of faith with his co-founder John Walker because they believed they'd seen an emerging gap in the market. Their product is now the third best-selling non-alcoholic beer in the US after the offerings of Budweiser and Heineken.

Athletic Brewing Company's revenues last year were $37 million,

and it sold nearly 100 million cans of beer.

I sat down with Bill Shufeld over a drink in a small room tucked away at the back of the organic food store

to find out more about brewing non-alcoholic

beer and his own business journey.

Cheers.

...