It appears beer wholesalers are not very optimistic for an end-of-summer boost in sales, according to the latest Beer Purchasers’ Index (BPI) from the National Beer Wholesalers Association (NBWA).

Check out these news items, initially reported in the Brewbound Insider Newsletter between August 27-29.

The thriving partnership between Celsius and PepsiCo is entering a new phase. The two companies announced an expansion of their long-term strategic alliance this morning that positions Celsius Holdings as PepsiCo’s “strategic energy lead in the U.S.”

Craft wasn’t the only segment to record some improvement in recent scans, according to the latest monthly report from market research firm Circana.

Korean soju is one of the top selling spirits in the world, but can that popularity transfer to canned cocktails? Several emerging brands are aiming to find out.

Gold Bar Whiskey is entering the ready-to-drink (RTD) sphere, and it’s rolling out with the support of Joe Cool himself: Hall of Fame quarterback Joe Montana.

While the two Republican senators from Kentucky square off on how hemp could be regulated in the upcoming Farm Bill and conservative Texas lawmakers relitigate the state’s approach to intoxicating cannabis derivatives, another GOP congressman is laying the early groundwork for legislation to legalize it.

Sierra Nevada’s 2026 strategy revolves around a “core four” philosophy involving its top brands, while supplementing its flagships with strategic additions, leaders of the Chico, California-headquartered craft brewery shared last week during a virtual distributor presentation.

Kevin McGee used his law degree more than he expected when his family took over legacy California craft brewery Anderson Valley Brewing Company, including in legal battles over distribution rights.

City Brewing & Beverage has completed a transfer of control to a new ownership group made up of some of the multistate contract manufacturer’s existing lenders.

Kendall Jenner’s 818 Tequila has landed additional investment and named a new CEO. The tequila brand’s parent company, Calabasas Beverage Company (CBC), received a strategic investment from the Pérez family, owners of Grupo Solave.

Labor Day may need to start campaigning if it wants to remain a staple of end-of-summer celebrations, particularly with the youngest legal-drinking-age (LDA) consumers.

Craft’s off-premise performance over the last four weeks has been a tale of two channels.

Check out news items from August 25-26, initially reported in Insider editions of the Brewbound Newsletter.