Three of Boston Beer Company’s 2026 test products are getting a full backing of support in 2027, as the company attempts to use its industry relationships and large sales teams to strongarm Boston Beer into today’s hottest bev-alc segments.

Boston Beer Company has adjusted its fiscal year 2026 (FY26) guidance in the wake of continued shipment and depletions declines through Q3.

Give consumers an occasion, and they will reach for their wallets. At least, that’s what market research firm NIQ’s October off-premise scans suggest.

Most beer segments recorded improved trends as the final quarter of 2026 kicked off this month, but that didn’t guarantee the same result for top beer vendors.

Beer’s summer may have left a bit to be desired, but the transition into fall shows possible end-of-year momentum for the segment, despite continued year-over-year (YoY) declines, according to the latest monthly report from market research firm Circana.

Whole Foods Market is back with its annual look at expected trends for the year ahead, and while the grocer focuses mainly on food, there are some signals of where beverage could be heading next.

Sapporo USA is adopting the focused strategy many breweries have recently enacted, and taking it to the next level and narrowing its focus to one thing in 2027: Sapporo Premium Beer.

The hemp beverage industry is less than two months out from a federal ban on nearly all products in the market, pending legislative action.
Despite the looming deadline, Hemp Beverage Alliance (HBA) president and CEO Christopher Lackner is feeling “optimistic.”

Stone Brewing’s World Bistro & Gardens location in Escondido, California, will soon return to familiar hands.

A handful of wine and spirits distributors plan to acquire Republic National Distributing Company’s (RNDC) remaining operations in Michigan.

“Total beverage strategy adoption,” “blurred category lines,” “a beverage-alcohol free-for-all” – there are numerous ways the current state of the bev-alc industry has been described. National Beer Wholesalers Association (NBWA) president and CEO Craig Purser has added his own to the mix: “Freaky Friday.”

The National Beer Wholesaler Association’s (NBWA) Annual Convention and Product Showcase kicks off today and the Brewbound team is on the ground in Orlando, Florida, to hear updates from the trade group, as well as what some of the middle tier’s leadership has to say about today’s contracting bev-alc market.

Despite a reported slowdown in prepared cocktail growth in Q3, the category recorded accelerated year-over-year (YoY) gains in the latest off-premise report from market research firm NIQ.

Constellation Brands is charging into the back half of its 2027 fiscal year (FY27) with renewed positivity, as well as a new surging brand in its portfolio.