I gotta say, putting almost every Super Bowl ad online before the game … kinda kills the fun of watching the game.

The U.S. spirits market continued to face headwinds in 2025, with revenues declining for a second consecutive year, the Distilled Spirits Council of the U.S. (DISCUS) reported Thursday in its annual economic briefing.

Major domestics and regional craft brands are on the shopping lists of New England Patriots and Seattle Seahawks fans ahead of the teams’ Super Bowl LX showdown Sunday, according to consumer research firm Numerator.

The Coca-Cola Co. is consolidating many of the emerging, non-sparkling businesses in its portfolio – including brands like BodyArmor, Dunkin’ coffee, and its nascent RTD spirits project, Red Tree Beverages – under its Atlanta-based North American Operating Unit.

A pair of family-operated blue/gold network North Carolina distributors are merging to form United Carolina Beverages.

Determined to find sunshine in the beer category after a year’s worth of gloom, Bump Williams Consulting (BWC) examined growth brands in the import segment in its February report.

The impending federal ban of hemp-derived THC products continues to loom over the emerging beverage category, but that isn’t deterring investors from capitalizing on the “generational opportunity” to get in, should the law change.

On the latest edition of the Brewbound Podcast, Monday Night Brewing founders Jeff Heck and Joel Iverson share tips for a smooth leadership transition.

As hard sports-drink-inspired RTDs appear set to dominate innovation in 2026, Bump Williams Consulting examined the segment’s early movers’ 2025 performance. Plus, Real American Beer refreshes packaging; Brewers Association CEO Bart Watson shares what’s working; Athletic enters Puppy Bowl; and much more.

Non-alcoholic (NA) beer BERO is cruising into its sophomore year with new investment and a pair of high-profile summer marketing opportunities.

The court-appointed receiver for Uncle Nearest Premium Whiskey says the embattled whiskey company is insolvent – with a 60-day countdown on its survival if there’s no intervention.

Ball Corporation’s North American can supply is essentially sold out in 2026, new CEO Ron Lewis shared during the company’s full-year and Q4 earnings call Tuesday.

Kirin-owned New Belgium Brewing has reorganized its business administration teams, resulting in the elimination of some roles, a spokesperson confirmed to Brewbound. The employees whose jobs were cut amount to fewer than 1% of the company’s overall workforce.

Coke’s New Revenue Streams unit is transferring control of its Red Tree Beverages bev-alc play to different structural leadership, according to Beer Business Daily.