Editor’s Note: The below news items were initially reported in the Brewbound Insider Newsletter October 8-10. Become an Insider today to get earlier access to what’s going on in the industry.
Surfside Maker’s HQ Moving to Philly’s Center City
Stateside Vodka is on the move. The maker of popular iced tea and lemonade ready-to-drink (RTD) brand Surfside is relocating its corporate HQ to Philadelphia’s Center City district, according to the Philadelphia Business Journal. Stateside moved to its current 10,000 sq. ft. office in Feasterville-Trevose (20 miles northeast of Center City) last year after increased demand necessitated higher headcount and more space. The move is slated for next spring, and the company expects to double its staff in the coming years, CFO Jim Romano told the Journal.
Center City was selected as Stateside’s new home after a survey of its 260-person workforce; 60 employees will relocate to the new HQ. The company has signed an 11-year lease, and secured a city-funded grant to help build out its new space, according to the Journal.
Hear more from Stateside CEO Clem Pappas and president Matt Quigley in last week’s episode of the Brewbound Podcast.
Beer Institute Launches ‘It’s Me, Beer’ Campaign’
The Beer Institute (BI) launched a brand-agnostic, digital advertising campaign “It’s Me, Beer’ last week. The 30-second ad personifies beer, giving the beverage a voice that highlights it as a low- and no-alcohol option. Elements of the ad used AI due to “our timeline and our need to support an industry campaign with beer imagery that isn’t brand specific,” a spokesperson told Brewbound.
BI president and CEO Brian Crawford wrote in an update to members: “The pilot campaign uses social media and digital display ads to target policymakers, the administration and influencers within the Beltway.”
A companion website has also launched, which pushes the BI’s longstanding message that “beer is the drink of moderation.” The early campaign’s performance will determine next steps, Crawford wrote.
Sierra Nevada to Begin Shipping Celebration; Taprooms to Pour Celly Drippins in Nov.
Sierra Nevada will begin shipping Celebration Fresh Hop IPA (6.8% ABV) on Monday with the winter seasonal expected to hit retail shelves in the back half of this month, the company shared.
Along with the nationwide return of Celebration, Sierra Nevada is releasing its rarest offering, Celly Drippins, on draft at its Mills River, North Carolina, and Chico, California, taprooms November 21-24.
What makes Celly Drippins so special? From Sierra: Celly Drippins “is made from the drippings of the dry-hop bags used to make Celebration Fresh Hop IPA. Celly Drippins is a more concentrated, hoppy version of Celebration and is regarded as Sierra Nevada’s rarest offering because only a small handful of barrels are produced each year.”
Pours will be available until each day’s allotment runs dry. Sierra won’t be offering crowlers or growlers, so you can only get it in person.
Montucky Cold Snacks’ Flamin’ Hot Partnership Hits Hyvee
Montucky Cold Snacks and Flamin’ Hot’s partnership is rolling out in retailers now. Brewbound editor Justin Kendall spotted this display (pictured above) of a mock vending machine near my local Hyvee’s grab-and-go section.
Advertised on this display is $3 off the purchase of a 12-pack or 2 6-packs of Snacks and a bag of Flamin’ Hot snacks.
The partnership, announced last month, includes limited-edition clothing.
