Jim Koch: ‘I Don’t Anticipate Doing This in 5 Years’
Boston Beer founder Jim Koch told the Wall Street Journal that he doesn’t “anticipate doing this” – serving as CEO – in five years.
Koch, 76, spilled some Twisted Tea to the Journal last week after news dropped that he would be taking over for outgoing CEO Michael Spillane. He told the outlet that the company hasn’t engaged a search firm for a permanent replacement for Spillane, who is exiting after 16 months in the role.
“There are multiple people who are not yet ready, but in a couple of years, one or two of them will be,” he said, while not naming names.
As for Spillane, Koch said the former Nike executive is exiting with Boston Beer in a “pretty good situation.” At the halfway point of 2025, Boston Beer’s depletions and shipments are down 3% and 1.7%, respectively.
Easy Does It NA Beer Launches
NA beer Easy Does It is rolling out in Los Angeles backed by a team that includes pro skater Erik Ellington and Anchorage Brewing brewer Gabe Fletcher.
Easy Does It is a lager brewed with Saaz hops that checks in at 65 calories.
Initial sales channels include e-commerce via DTC and Gopuff, as well as brick-and-mortar retailers such as Albertsons, Vons, Pavilions and BevMo!.
Allagash’s Opens Bungalow Taproom
Allagash Brewing opened its new Bungalow taproom (Scarborough, Maine), over the weekend. The location includes Allagash’s beer, cider, wine, cocktails and NA Hop Water, as well as lobster rolls and other fare like burgers, fries and ice cream from Bite Into Maine.
The space will be open Tuesday through Sunday. Plans for the location were first shared in late 2022, with the target of a 2024 opening date, but the project was delayed.
Even with The Bungalow now open, Allagash is remaining committed to its flagship brewery taproom, the company has promised.
A-B Invests $9M in NY
Anheuser-Busch InBev (A-B) has invested $9 million in its production facility in Baldwinsville, New York.
The company said the investment will go toward expanding its capacity for beyond beer offerings such as Nütrl vodka seltzers and Skimmers vodka iced tea, as well as equipment maintenance and refrigeration unit updates.
A-B added that it has pumped nearly $90 million into the Baldwinsville facility over the last 5 years.
Celsius Energy Leans into High Noon Recall Controversy
Celsius Energy is playing up last week’s recall of High Noon variety packs that included Celsius cans filled with the spirits-based seltzer.
The company has used its social media channels to amp up the story while also playing into the controversy surrounding Sydney Sweeney’s American Eagle “Good Jeans” ad.
“Celsius Energy has great cans,” one post boasts, as an aluminum can splits with what resembles a High Noon revealed inside. “Get your fucking own.”
A can of Celsius AstroVibe then slides into the shot knocking the High Noon can out of view.
The social media post has since been pulled down.
In a separate paid partnership ad with digital creator Madison Humphrey, a divorced parents skit plays out during a child handoff that runs through an explainer of the situation (correcting some online misconceptions about the recall) as Humphrey overreacts to her former partner drinking a Celsius while driving.