💬 Quoted… “The most innovative sector in craft [beer].”

• This is how Bill Shufelt, a former hedge fund trader turned founder of Athletic Brewing, described the market he was targeting – nonalcoholic beer – when he placed an ad for a business partner after experiencing a line of rejections longer than the wait time at the DMV. Athletic’s founding idea? To create a nonalcoholic beer that actually tastes good. And it seems they succeeded. The brewer recently became the #1-selling nonalcoholic beer in America, raking in north of $90 million in sales last year. In fact, at Whole Foods, Athletic now sells more than any other beer – including the ones with alcohol. The brand’s rise comes amid an upswing in the nonalcoholic beer market. Nonalcoholic beer sales in US grocery, convenience, and liquor stores have nearly tripled since 2019, and its market share in groceries specifically has grown from 0.8% to 2.2%, the WSJ reports.

🛌💤 Stat of the Day: The era of weekday Project X-style ragers may be behind us, as more and more young people choose to spend their nights Netflix and sleeping instead. In 2022, those in their 20s reported getting an average of nine hours and 28 minutes of sleep, per an analysis of American Time Use Survey data by RentCafe – an 8% increase from eight hours and 47 minutes in 2010. Bedtimes are also creeping up. Those between 18–34 went to bed at 10:06 pm on average in January, compared with 10:18 pm last January, according to a new Sleep Number analysis.

🤔 Did You Know?... The average smartphone user scrolls through 519 inches – or ~43 feet – worth of content each day, according to research reported by The Times UK. Put another way, that’s the equivalent of ~3 miles per year – a real punch in the face to the person writing this, given he’s ran less than that over the past two years.

📰 Worth a Read: Fourteen centenarians share their life advice → (Washington Post)