New Belgium has a new chief marketing officer.
The Fort Collins, Colorado-based craft brewery has appointed Rebecca Dye Yonushonis to the role, filling the vacancy left by Shaun Belongie with his appointment as CEO in November.
New Belgium evaluated nearly 400 candidates for the CMO role, which Belongie held for five years. The company commended Yonushonis’ more than 20 years of marketing experiences, as well as her ability to be a “passionate brand builder” and “relationship-focused leader.”
“We had a lot of candidates, which is awesome, but also challenging to get through,” Belongie told Brewbound. “And Rebecca really stood out for the breadth of her marketing experience, and just her brand building capabilities.
“But additionally, we talk a lot about our human-powered business model that Kim [Jordan] really built at New Belgium over the last 30 years, and that culture has been a really important ingredient for our success as a company. And Rebecca also stood out as somebody who could really lead in that way,” he continued.
Yonushonis most recently served as CMO of True Food Kitchen. She also held marketing leadership positions at Land O’Lakes, Fox Restaurant Concepts, Dollar Shave Club and Starbucks. She also spent more than four years at Molson Coors (then MillerCoors), now returning to the beer industry after a decade away.
“I’m honored to have the opportunity to join the incredible culture of New Belgium and to continue driving success for the portfolio,” Yonushonis said in a press release. “I’m also incredibly excited to get back to the beer industry, now proudly representing New Belgium and Bell’s brands and working alongside some of the most talented people in the business.”
Yonushonis will be responsible for the marketing efforts behind not only New Belgium, but also sister brand Michigan-based Bell’s Brewery. Both brands are owned by Kirin, which operates the two brands, as well as Kansas-based Distinguished Vineyards, under the New Belgium name.
New Belgium has seen several leadership changes in the past year, beginning with the departure Steve Fechheimer in July after more than six years as CEO. Fechheimer helped guide the company through its 2019 sale to Kirin’s Lion Little World Beverages and the integration of Bell’s after its own 2021 acquisition. Fechheimer also led the company as it hit a new record volume of 1.2 million barrels, and introduced the now-dominating craft brand Voodoo Ranger.
CFO Danielle McLarnon served as interim CEO until Belongie’s appointment last fall. She returned to her CFO role after the transition, with the company commending “her exceptional leadership.”
Last month, New Belgium announced the departures of chief sales officer Michael Corrigan and chief ESG officer Katie Wallace. Both officers had their final days on March 8. Corrigan spent more than 15 years at New Belgium, and left to join New Belgium distribution partner Keg1. New Belgium division VP Shannon Cahalan is serving as interim CSO while the company conducts a search for Corrigan’s permanent replacement.
Wallace spent more than two decades at New Belgium. Her next venture was not shared in initial announcements. Her position has not been backfilled, with the company instead restructuring its sustainability and social responsibility teams, Belongie told Brewbound (look out for more on that in future coverage).
While those changes may set off alarm bells, New Belgium is anything but struggling when it comes to scans. Voodoo Ranger Imperial IPA was the No. 2 best-selling craft brand in Circana-tracked off-premise channels in 2023, increasing dollar sales +12.4% year-over-year (YoY), to $171.37 million, and volume +7.9%. Voodoo Ranger Juice Force hazy imperial IPA was No. 3, increasing dollar sales +75.4% YoY, to nearly $128.36 million, in its second year in the market.
Five other New Belgium brands made Circana’s top 30 craft brands list: No. 15 New Belgium Voodoo Ranger Fruit Force hazy IPA (launched at the start of 2023); No. 18 Voodoo Ranger Hoppy Pack (+13% YoY); No. 19 Fat Tire Amber Ale (-17.7%); No. 21 Voodoo Ranger Juice Haze IPA (-12.3%); No. 25 Voodoo Ranger IPA (-14.6%).
Bell’s also had two brands in the top 30: No. 14 Bell’s Two Hearted (+5.6%) and No. 30 Bell’s Seasonal (+11.2%).
Scan gains have continued for New Belgium through the first two months of 2024. Voodoo Ranger Imperial IPA and Voodoo Ranger Juice Force now claim the No. 1 and No. 2 craft brands in convenience stores, according to Circana data through the end of February.
Stay tuned for more coverage from Brewbound’s conversation with Belongie and Yonushonis, including comments on 2024 innovations, plans for filling other c-suite roles and what craft has to do to connect with consumers.