JuneShine Launches TV Campaign for Spirits-Based Cocktails
San Diego-headquartered JuneShine released its first commercial campaign today, promoting its recently launched ready-to-drink, spirits-based canned cocktails with the tagline of “Dodge the Sugar.” Co-founder Forrest Dein described the commercial as “a totally over the top western duel between sugary canned cocktails and a flying field of sugar cubes and our margarita” that was inspired by Mac vs. PC and Coke vs. Pepsi campaigns of the past.
“We believe you don’t need 27g of sugar to make a delicious margarita and the status quo for canned cocktails has been established in the 25-30g of sugar range, which is totally unnecessary and actually has turned off a lot of health conscious customers from the category,” Dein added in a press release.
The ad will debut during the San Diego Padres’ Opening Day game on April 7 and will be broadcast during Padres games in April and May. The ad will also play during the Billboard Music Awards and the Kentucky Derby, as well as Hulu, ESPN, social media and YouTube.
The initial lineup of JuneShine canned cocktails includes Classic Tequila Margarita, Tropical Rum Mai Tai and Passion Fruit Vodka Soda. The company will launch two additional flavors — Lemon and Lime Tequila Ranch Water and Classic Vodka Mule — online and in stores on April 12. All five flavors are being sold in a variety 20-pack, as well as single-flavor 12-packs.
NBWA: BPI Shows Industry Eked Out Expansion; FMB/Hard Seltzers Record Dramatic Decline
Beer buyers’ behavior has “continued to revert to pre-pandemic trends” for the third consecutive month, according to the National Beer Wholesalers Association’s (NBWA) March Beer Purchasers’ Index (BPI).
The overall beer category posted a reading of 52, down from the March 2021 reading of 61, and the industry’s inventory at risk of going out of code posted a reading of 56. A reading above 50 indicates expansion, while a reading below 50 indicates contraction.
“Both numbers are reminiscent of the days when inventories were a little too high, and purchase order index was typically at or below 50,” the NBWA wrote. “The March 2022 total beer reading of 52 is about average for this time of year with slightly more ordering ahead of spring holiday beer occasions.”
Among beer category segments, the FMB/hard seltzer segment posted the steepest decline, dropping from March 2021’s reading of 85 to 42.
The only segment to record significant expansion was imports (67), up from 60 in March 2021. Premium lights also expanded with a reading of 51, up from 44 last year. Below premiums remained in contraction (41), but increased from last year’s index of 37.
Both craft beer (47) and premium regulars (39) remained in contraction, and were relatively flat compared to last year (46 and 38, respectively). Cider was also flat and in contraction territory, with a reading of 36 in both March 2022 and 2021.
Jiant Adds 4 States, Hires National Accounts Manager
Hard tea and kombucha maker Jiant will expand to four new states and has added a new national accounts manager to its roster.
Jiant recently entered Tennessee, Georgia and North Carolina, and will expand to Virginia “in the coming months,” according to a press release. The new markets will bring Los Angeles-headquartered Jiant’s footprint to 19 states.
Sierra Nevada alum Eric Rogers joined Jiant as national accounts manager to lead the brand’s southeastern expansion via retail partners Whole Foods Market, Trader Joe’s, Total Wine & More and other national accounts. Prior to joining Sierra Nevada in 2015, Rogers’ career includes sales roles at Miller Brewing, Craft Brew Alliance and Mark Anthony Brands. At Sierra, he focused on convenience stories and led the brewery to double-digit growth in the channel since 2017, according to the release.
“We are incredibly excited to have Eric join our national account team and give Jiant a greater presence in the Southeast region,” senior director of national accounts Andrew “Mac” MacLeod said in the release. “Eric is coming in with fresh ideas that will help us build on our momentum.”
For the eight weeks that ended February 26, Jiant posted 100% depletion growth and was the second-fastest growing hard kombucha brand nationally, MacLeod said in the release.
“The conscious consumption demand by consumers will continue to grow,” Rogers said. “I love what Jiant is doing with full transparency of their ingredients and the brand is really in a class of their own with regard to the quality of the liquid. I couldn’t be more excited to join the Jiant team and do my part to bring this amazing brand to our retailers.”
A-B Invests $50M to Expand Hard Seltzer Production in St. Louis
Anheuser-Busch InBev is investing $50 million in its St. Louis production facility to add a dedicated seltzer building, the first addition to its campus in more than 15 years, the world’s largest beer manufacturer announced in a press release. The investment is part of a previously announced $1 billion investment in the company’s facilities over the next two years in order to spur economic growth in its communities following the COVID-19 pandemic.
Construction is underway now with plans to be completed by spring 2022.
Hard Seltzer Brand’s Ashland, Elephant Receive Investment
San Diego-based Ashland Hard Seltzer raised $33.1 million in venture funding from undisclosed investors last month, according to investment bank Silverwood Partners’ “Weekly Consumer Transaction Review” email.
Ashland has quickly built itself into one of the top rising regional hard seltzer brands.
Meanwhile, private equity firm Red Door Capital Partners announced last month a $900,000 seed round investment in Elephant Craft Seltzer. The Elephant brand differentiates itself by using “real ingredients in its innovative flavor profiles, while also creating social awareness and resources for endangered wildlife through its partnership with Elephant Co-Op,” according to a press release. The brand donates 1% of all profits to the preservation of endangered species.
Elephant’s 6.5% ABV seltzers are available in a variety 12-pack of four flavors: Mango, Tangerine, Lemon & Raspberry; Watermelon, Lime & Mint; Cucumber, Lime & Mint; and Mixed Berries, Ginger, Lime & Sage.
Athletic Named to Time’s 100 Most Influential Companies List
Fast-growing non-alcoholic beer maker Athletic Brewing Company has been named to Time’s list of the 100 Most Influential Companies of 2022. The publication touted Athletic selling more than 100,000 barrels of beer in 2021 — and being named as Brewbound’s craft brewery of the year, among the 5-year-old company’s accomplishments.
Heineken USA Sponsors Black Ambition to Support Black and Latino Entrepreneurs
Heineken USA has partnered with non-profit Black Ambition to foster entrepreneurship in the Black and Latino communities through financial support, events, coaching and content sponsorship.
“Understanding that financial and professional support are crucial for entrepreneurs and small businesses to succeed, we’re excited to begin our work with Black Ambition to achieve our shared vision of building inclusive communities and closing the opportunity gap,” SVP and chief corporate affairs officer Josephine Bertrams said in a press release. “Heineken USA employees will donate their time and skills to support emerging entrepreneurs who will go on to create a better future for all, and we’re looking forward to learning from these inspiring leaders through this partnership.”
Music industry mogul Pharrell Williams founded Black Ambition in 2020 as a set of prizes to award minority entrepreneurs with funding and connect them to relevant experts, investors and advisors in the fields of consumer products and services, media and entertainment, healthcare, technology and Web 3.0, according to its website.
“The opportunity for our entrepreneurs to have access, mentorship and strategic support from the Heineken USA team will be extremely valuable along their entrepreneurial journey,” Black Ambition CEO Felecia Hatcher said in the release.
Heineken USA, the organization’s sole beverage partner, will also sponsor Black Ambition’s podcast and its Decode the Encoded speaker series.