Building Cultural Movements: Athletic Brewing × Herman‑Scheer X Liquid Death

Andrew Katz, Chapin Herman & John Scheer, Peter Pham

How do you take something most people dismissed—non-alcoholic beer—and turn it into one of the fastest-growing beverage categories in the U.S.? Andrew Katz, CMO of Athletic Brewing, Chapin Herman & John Scheer, Co-Founders of Herman-Scheer, and Peter Pham of Liquid Death, as they sit down for a candid conversation on building a cultural movement around habit change. From brand positioning and category reframe, to sequencing distribution and storytelling, this session explores the playbook for moving a product from fringe to mainstream.