Editor’s Note: The below news items were initially reported in the Brewbound Insider Newsletter between September 17-19. Become an Insider today to get earlier access to what’s going on in the industry.
21st Amendment Closure Leads to 76 Job Losses
The closure of 21st Amendment Brewery will lead to 76 layoffs, according to a WARN Act notice filed with the California Economic Development Department.
The layoffs are expected to take hold November 4 and include 58 at 21st Amendment’s San Leandro production facility and 18 at its San Francisco taproom.
Earlier this month, 21st Amendment’s founders announced plans to wind down operations and attempt to sell the brand.
Hemp Beverage Alliances and VIP Partner to Create Formalized Hemp Bev Sales Reporting
The Hemp Beverage Alliance (HBA) – a trade group promoting “education, advocacy, best practices and partnership” in the intoxicating hemp beverage industry – has partnered with Vermont Information Processing (VIP), to create “the first formal reporting” of hemp beverage sales, the companies announced this week.
VIP, which already collects wholesaler data for beer and wine brands, will now compile data for hemp beverage producers, helping provide insights to the HBA’s nearly 400 members, according to a press release.
HBA president Christopher Lackner said: “The hemp beverage marketplace is booming across the United States but until now there was a lack of reliable and trackable data for the industry. The most accurate data for the industry comes from distributors and retailers, and through these reports we can more precisely monitor the sales increases of hemp beverages nationwide.”
The HBA has already released some initial data collected through the partnership, including a 95% increase in hemp beverage points of distribution from August 2023 to August 2025. Read more growth numbers in the release.
Craft Beer’s Perception Problem
Craft beer’s apparent difficulties connecting with legal-drinking-age (LDA) Gen Z consumers are partially due to the segment’s reputation problem, according to a recent report by Brewers Association (BA) staff economist Matt Gacioch, citing Harris Poll data.
Consumers between the ages of 21 and 34 were asked “Which characteristics do you think make up the flavor profile of craft beer?” The leading responses were fruity (30%), malty (29%) and tart (28%).
What’s notable is tart severally overindexed with those consumers compared to overall craft drinkers. Meanwhile, crisp, hoppy, dark and juicy/hazy significantly underindexed with the age group, indicating that younger consumers’ perceptions of what’s available in craft “don’t always align with reality,” Gacioch wrote.
Additionally, more than 20% were “not at all sure” compared to about 2% of craft drinkers.
He added: “And therein lies opportunity. Decades (or centuries) of product innovation have provided the industry with so much more than any one, defining product. Harris Poll data shows that Gen Z tends to prefer fruity, sweet, and light flavor profiles, aligning significantly with where we’re seeing growth in current brewing trends.
“The challenge is educating without being preachy.”
Monster Brewing Adds Matthew Smith as National Account Manager
Matthew Smith has joined Monster Brewing as the company’s national account manager.
The move comes three months after Smith’s departure from Lexington Brewing & Distilling Company, where he served as spirits manager. Smith’s previous work includes account and brand manager roles at Loverboy, Beverage Distributors and Sibling Revelry Brewing, according to his LinkedIn page.
Monster Brewing is the 23rd largest beer vendor in Circana-tracked off-premise channels year-to-date (YTD) – excluding sales from its craft beer brands, which the market research firm still tracks under “Canarchy” and ranks No. 24.
Both collections of brands are in the red YTD: Monster Brewing (The Beast FMB & Nasty Beast hard tea) dollar sales -24.8%, volume -23.5%; CANarchy (Cigar City, Oskar Blues, Wasatch, Squatters, Perrin, Deep Ellum) dollar sales -0.3%, volume -1.6%.
Good Boy Vodka Hops On A-B Network
Ready-to-drink (RTD) cocktail maker Good Boy Vodka has transitioned to the Anheuser-Busch (A-B) distributor network in Illinois through new partnerships with Lakeshore Beverage and Hand Family Companies.
This transition is part of a larger distribution strategy, as Good Boy Vodka also joins the Hand
Family Companies’ distribution groups across additional states.
The company announced last month it was moving its California distribution to California Beverage Solution (CBS), also a network of primarily A-B distributors and Hand’s Sunset Distributing.
Gen Z Wine Brand Whiny Baby Acquired by Gallo
Whiny Baby – a California wine brand created by and for Gen Z – has been acquired by Gallo, five years after its launch.
Whiny Baby founder Jess Druey will remain with the company as “head of Whiny Baby,” and will join the consulting team for Gallo’s emerging consumer innovation department, she announced on LinkedIn.
Brewbound Insiders may remember Whiny Baby from senior reporter Zoe Licata’s recap of Stout Collective’s 2024 BOPP Beer Design Conference. The brand was highlighted in a Gen Z consumer insights presentation by Tomato Baby Insights founder Angie Meltsner.
Meltsner pointed to Whiny Baby’s ability to speak to Gen Z’s desire for nostalgia and socializing, with friendship bracelets attached to the bottles; removable stickers to document when and where a bottle was consumed; and wine caps with conversation prompts.
Old Style Can 30-Pack Hit IL
Old Style and Old Style Light 30-packs are now available statewide in Illinois. Pabst Brewing said the pack size “represents the brand’s most value-driven pack yet.”
Old Style sales director Scott Heitman said in the announcement: “Old Style has always been synonymous with Illinois corner bars, backyard parties, and Chicago sports. This new 30-pack isn’t just about more beer – it’s about giving our fans a more convenient, value-driven way to stock their coolers for ballgames, lake weekends, and neighborhood gatherings.”
Voodoo Ranger Juice Force Hits the Road
New Belgium’s Voodoo Ranger Juice Force is going on tour with a semi pulling a giant tanker of juicy hazy IPA.
The tour starts Saturday (September 20) at the Rainbow Bar and Grill on Hollywood’s Sunset Strip followed by future stops across Colorado, Arizona and Texas.
Montucky Cold Flamin’ Hot Snacks
Montucky Cold Snacks is turning up the heat, announcing a new partnership with Flamin’ Hot – the PepsiCo snack brand behind spiced up versions of Doritos, Funyuns, Cheetos and more.
The companies have collaborated on a limited-release merch capsule that includes co-branded fashion items such as a mechanics jacket, beanie, socks and more.
This fall, select retailers will also have bundle deals featuring Montucky Cold Snacks and select Flamin’ Hot offerings, according to a spokesperson.
Gallo-backed Montucky Cold Snacks dollar sales (-10.3%) and volume (-16.6%) are both down double-digits YTD in NIQ-tracked off-premise channels (week-ending August 10), according to data from 3 Tier Beverages.
However, the fall season may signal better times for the lager brand, as it recorded double-digit gains in the last 4 weeks (dollar sales +36.8%, volume +34%).
Carnival Adds ANA Drink Package
Carnival Cruise Line is responding to consumers’ changing drinking habits, and has introduced CHEERS! Zero Proof, a drinking package that includes zero-proof cocktails and alcohol-free beer and wine (along with the usual NA options, like juice, soda, energy drinks and more).
“CHEERS! Zero Proof is a direct response to what we’ve heard from our guests who want a comprehensive non-alcoholic drink package when they cruise,” Carnival Cruise Line president Christine Duffy said in a press release.