Dedicated non-alcoholic (NA) beer maker Athletic Brewing is tapping wine and spirits marketer Dan Kleinman as its next CMO. Kleinman will take over the role, effective September 8.

The August Beer Purchasers’ Index – coupled with lower inventory at risk of going out of code – revealed an industry that has fallen into “cautionary” mode at summer’s end for a second year, according to NBWA VP of analytics and chief economist Lester Jones’ wholesaler survey.

Allagash Brewing has appointed Matt Place to lead its sales team as national sales director.

The spiked sports drink competition is getting another major player. Boston Beer Company will officially launch Rally Dog Vodka Ade in four test markets in September.

Financial services firm RBC Capital Markets believes young drinkers’ consumption will increase by the end of 2027.

Sapporo USA will lay off 58 Stone Brewing workers across three California facilities effective October 19, according to an August 19 Worker Adjustment and Retraining Notification (WARN) Act notice filed with the state.

Boston Beer Company CFO and treasurer Diego Reynoso is leaving the company a year after it awarded him a $1.2 million stock retention bonus, according to an 8-K filing Thursday.

Halloween’s Michael Myers is joining New Belgium’s skeleton mascot on cans of Slasher IPA. Meanwhile, Scream’s Ghost Face killer is lurking on Boston Beer Company’s Angry Orchard. And Neshaminy Creek is bringing its own Slasher Sampler mix pack to the party.

Diageo CEO Sir Dave Lewis has refused to share publicly the number of jobs the company is cutting as part of its ongoing $1 billion restructuring effort. However, the company’s annual report released Tuesday revealed Diageo cut its workforce by more than 6% in its 2026 fiscal year.

The story of craft in 2026 has followed the increasingly repetitive plotlines of the last couple years: Volume is down a mid-single digit at the midway point, scans haven’t been encouraging and craft is on distributors’ cut lists. While the public-facing numbers aren’t encouraging, the vibe around craft is different in 2026.

Will Dead Guy rise from the grave? Bidding for Rogue Ales & Spirits’ intellectual property is underway through August 21.

A year after extending its partnership with England’s Arsenal Football Club, the dedicated non-alcoholic (NA) beer maker has inked a multi-year agreement to become a “Proud Non-Alcoholic Beer Partner” of MetLife Stadium and the NFL’s New York Giants and New York Jets.

“Occasions, not cases, is the story for 2026,” according to Lester Jones, VP of analytics and chief economist of the National Beer Wholesalers Association.

Tilray Brands will shift brewing operations from Terrapin Beer Co.’s 100,000 sq. ft. Athens, Georgia-based brewery to other facilities within its network, beginning September 25, Tilray confirmed in a statement to Brewbound.