Brewbound Podcast

Best Day Brewing founder and CEO Tate Huffard believes the modern non-alcoholic (NA) beer movement is now in its second wave – one characterized by “belonging.”“What we see now is that non-alcoholic beer belongs on menus, it belongs in beer sets,” Huffard said on the latest edition of the Brewbound Podcast. Best Day was made for NA beer’s second wave in which coolers on boats in the summer are stocked with NA and alcoholic beer and fridges at parties also include both options, Huffard said. “All of these beer occasions warrant a great non-alcoholic beer and yet part of the magic is unpacking and uncovering these new occasions that deserve a beer,” Huffard said. “Case in point for me is a lunch beer.”The first wave – driven by the rise of Athletic Brewing Company – helped normalize NA beer and remove the penalty box elements of old-school offerings, Huffard explained. “I give those guys an incredible amount of praise for creating an environment where people could participate in the category and it wasn’t weird,” he said. “And the concept of non-alcoholic craft beer was born in that first wave.”The second wave is about growing the pie, expanding grocery baskets and taking NA beer’s share upward from 2% to 10% and beyond, Huffard said. In the episode, Huffard discusses Best Day’s 30% distribution growth this year and retail expansion, finding luck in craft brewery taprooms, navigating the disruption caused by the launch of Anheuser-Busch InBev’s Michelob Ultra Zero and much more. But first, the Brewbound team also catches up on the latest news, including July 4 scans, exec moves at New Belgium and a Jersey banner plane and patio tent update.

Athletic Brewing co-founder and CEO Bill Shufelt is “the most excited” he’s felt since founding the dedicated non-alcoholic (NA) beer brand.On the latest edition of the Brewbound Podcast, Shufelt shared what’s driving his hyped feeling, with a foundation he and co-founder John Walker laid about a decade ago. That foundation is built on a team of 300 co-workers, bicoastal brewing facilities, a strong distribution base for its core beers, a slate of new products hitting retailers and marketing campaigns beginning to ramp up.“I’m very bullish on the long-term health and growth of the category and our part in growing that,” Shufelt said. “It was very hard to get non-alcoholic beer from zero to 2% of beer, but there are actual retailers in the U.S. [where] non-alcoholic beer is touching up against 20% of their beer sales.”Those retailers lend credence to Shufelt’s belief that NA beer can be a much bigger part of the beer category. Shufelt explained that consumers are very early in the NA beer discovery curve, with the vast majority unaware how the product has changed in the last decade. Even with the stage set for growth, Shufelt acknowledged that Athletic still has work to do for the company and the segment to reach some of his loftier goals. For Athletic in particular, which holds around 22% of the NA beer segment, distribution remains its biggest opportunity. “In independents, no matter how much our distributors smile at us and tell us we’re a priority, we’re in like 10% of their independents,” Shufelt said. “And I can go into stores in almost any state in the country and look at a shelf that is controlled by our distributor that has five-plus non-alcoholic beer products on it, and Athletic will have none. There’s just such untapped distribution out there still.”For now, Shufelt is focused on driving Athletic and NA beer forward. But could the future include an IPO? An Athletic led by someone else? Shufelt said it’s possible, but he doesn't want to be on the outside looking in on an opportunity he was one of the few people to see.Before the interview, Justin, Jess and Zoe discuss the latest headlines, including the mixed results craft brewers are seeing from the World Cup, the American Cider Association co-locating its 2027 CiderCon conference with the Brewers Association’s Craft Brewers Conference, the closure of Nebraska’s largest craft brewery and the top new products of so far this year.

Nearly a year on the job, new-ish Lagunitas CEO Bernardo Spielmann is seeing opportunities for the legacy California craft beer brand. Those opportunities include expanding Lagunitas Hazy IPA from a draft-only release to package, building on the successful launch of 9% ABV Hazicus Maximus hazy IPA, which now boasts 20,000 points of distribution, and revamping the packaging for non-alcoholic hop water Hoppy Refresher. On the latest edition of the Brewbound Podcast, Spielmann shares that it’s also about listening to consumers, who demanded the return of seasonal Unrefined Shugga’, the 10% ABV strong ale that returned this year as a national play in bottles and club packs. Spielmann tells Brewbound managing editor Jess Infante that the goal is to see what resonates and respond quickly. “More and more as the craft segment matures, we’re going to have to be sharper per channel, per market, per SKU how you want to build your proposition,” he said. “There will be a rationalization and that’s the expected approach. We need to facilitate that for retailers but also our distributors. It’s also part of our strategy to be very sharp on how we launch or roll out innovations and the tradeoffs.” Spielmann also discusses the beer category’s need to bring back socializing and capture those occasions. He explains how Lagunitas is doing its part with its “Party Legend” brand activation, which celebrates consumers who are the life of the party. But first, Brewbound editor Justin Kendall and managing editor Jess Infante discuss the sudden closure of Rogue Ales & Spirits and why the shuttering of a top 50 craft brewery is jarring for the public and industry. They also dig into the rumored sale talks of party punch maker BeatBox to Anheuser-Busch InBev. Jess and Justin also share their experiences, including a visit to Tree House’s country club/golf course/taproom and the scuttlebutt from the California Craft Brewers Association’s Summit and the Iowa Craft Brewers Guild’s I-Best meeting. Listen here or on your preferred podcast platform.

Bars, restaurants and social gathering spaces are beer’s “moneyball” opportunity, National Beer Wholesalers Association VP of analytics and chief economist Lester Jones shares during the latest edition of the Brewbound Podcast. Jones is the first of two interviews this week. Adam and Amanda Kroener, the founders of spirits-based cocktail brand Carbliss, also join this week’s podcast to share their slow approach to brand building and goal of becoming a national brand. First, Jones explains why the on-premise channel remains the key to unlocking wins for brewers. “We can go looking for home runs all day long, but at some point, you’ve got to have the base hitters,” Jones said. “You gotta have the guys when they step up to the plate, you’re gonna move the game forward.” While placements in off-premise chains such as Walmart, Kroger, HEB, 7-Eleven and others are analogous to home runs, getting a tap handle is a solid base hit on the way to scoring, and brewers shouldn’t lose sight of those singles. Jones also discusses why he believes craft beer’s funk is potentially ending, why the ethanol pie was cut too many ways, how beer is competing for dayparts and why beer needs to bring fun and socializing back. Then, the Kroeners discuss their methodical approach to brand building and why it has worked for the family-owned and run Midwestern-based canned cocktail brand. They also dish on Carbliss’ entry into warm weather markets such as Florida and being one of the most successful brands that people have never heard of. “The fun part is, when we come out to places like Vegas, if you’re not in the industry, you’ve never heard of us,” Adam says. “But at the same time, if you’re looking at the Circana or Nielsen data, we’re a top three, four, five brand in dollars. So it is a fun, cool thing to be this biggest thing that some people have never heard of.” Before the interviews, Justin, Jess and Zoe recap the latest industry news, including Brooklyn Brewery outsourcing sales to U.S. Beverage, BeatBox’s forthcoming Chillitas line, Surfside’s lawsuit against Anheuser-Busch InBev over Skimmers hard tea and George Clooney joining the non-alcoholic beer game. Listen here or on your preferred podcast platform.

AleSmith is celebrating its 30th anniversary with momentum behind new products – in and out of beer – and a growing contract brewing business. In this episode of the Brewbound Podcast, AleSmith president Brandon Richards shares how the San Diego craft brewery has evolved to meet drinkers’ needs with new products while fortifying its business by brewing for others. Richards explains how the Party Tricks IPA line and addition of Sun Path fruited lager line have driven growth for the company. Party Tricks has helped “turn the business around” over the last two years, he says. In 2025, AleSmith expects to double its contract volume year-over-year with plans for more in 2026. The company is in the process of completing facility upgrades to enable sports-based RTD production that will expand its consumer base as well as its own product mix. AleSmith is expanding its flagship Speedway Stout brand for its first spirit-based offering with Speedway Espresso Martini, and the company is adding a second spirit-based ready-to-drink (RTD) line with Hoptails, which Richards believes is a first-to-market product as a hard hop water cocktail. Richards also gives insights into what AleSmith is looking for in a contract partner, what he believes the brewery offers its clients and how much volume the company has earmarked for co-packing in 2026. Before the interview, the Brewbound team breaks down the biggest industry headlines, including Charlie Sheen’s non-alc beer, Molson Coors’ new CEO, investors’ lawsuit against Island Brands and Boston Beer’s winning pick for The Summer I Turned Pretty. Listen here or on your preferred podcast platform.

While defending shelf space remains important, suppliers need to make sure they’re also retaining lucrative display, floor, promotional and feature space, Bump Williams Consulting (BWC) president Dave Williams and VP of business development and portfolio strategy Brian “BK” Krueger shared in the latest edition of the Brewbound Podcast. “That’s what really multiplies anything that you have on the shelf,” Krueger said. Beer brands’ display losses aren’t just coming from competitors within the category – they’re coming from other mega alcohol categories and even non-alcoholic (NA) beverages. “If you look at what’s on the floor on display now, it’s less alcohol across the board,” Krueger said. “You’re seeing more of the sodas, more of the flavor, more of the Olipops, more of the Poppis that are getting that space that used to be 50-, 60-case stacks of beer or seltzer or craft or domestic or import. “Now, it’s gone, it’s out of the mix,” he continued. “And the frequency has also eroded away as well.” Williams stressed that suppliers need to maintain alignment with their wholesaler and retailer partners to protect that space, which will be key to winning in the future. That alignment comes from being present in the market to maintain those relationships. In their conversation with Brewbound senior reporter Zoe Licata, Williams and Krueger also discuss first-half 2025 trends in detail with a few reality checks along the way. “It hasn’t gotten notably worse, but it hasn’t also gotten markedly better,” Williams said of early year trends. “The reality [is] that beer and malt in particular based products, that consumer isn’t coming back around in large droves. “I don’t expect volume to come back in any meaningful way,” he continued. “There are certainly some individual winners … I think a lot of behaviors from consumers right now are drawing people outside of the beer/malt world. They’re slowing down their frequency of consumption or volume that they’re consuming when they do go out and make a purchase at the package store. Krueger and Williams also share how craft brewers are leveraging other areas of bev-alc for growth, what’s contributing to flavored malt beverages’ (FMB) struggles this year and whether consumers are making pricing-based decisions. Plus, the Brewbound team reconvenes to discuss Jim Koch’s return as CEO of Boston Beer and Michael Spillane’s forthcoming exit after 16 months. Justin, Jess and Zoe explain why the CEO change felt out of left field, what it means for Koch to return to power after 24 years and how the conversation around internal candidates is being framed. Listen here or on your preferred podcast platform.

Brian Clayton, CEO of Clayton Hops, discusses the company’s growth to four farms in New Zealand and their innovative hop products. He highlights their Amplifire™ pellets and oil, which boost flavor and aroma, increase beer yields, and offer environmental benefits like a low carbon footprint due to direct oil extraction from wet hop cones. These products are ideal for cold-side applications and also work well in hop waters and non-alcoholic beers. Clayton also shares their rapid processing of T90 hop pellets, achieving completion within seven days of harvest. The company is introducing new hop varieties in partnership with Plant & Food Research, with commercial availability expected in 2025, offering unique “kiwi” flavors for brewers. Despite a 10% US tariff, the favorable foreign exchange rate helps maintain affordability. He invites interested parties to learn more and order through their website, which includes an e-commerce platform for US customers. About Clayton Hops: We are New Zealand’s largest hop grower, producing flavourful aromatic hops that we process in our world-class hop processing, packaging and cool store facility. We supply our hop products to brewers around the globe. We have an impressive innovation line up, with brewers in mind. This includes the Southern Hemisphere’s first and only cryogenic processing line to make concentrated hop pellets. We also produce concentrated fresh hop oil products here in New Zealand. It’s not just products, there are new and exciting hop varieties that we are bringing to the market, thanks to our partnership with Plant & Food Research, our country’s leading hop breeder. Clayton Hops has brought real scale, sophistication and innovation to the New Zealand hops industry, being key pillars to producing a reliable supply of premium quality hop products and continually improving environmental outcomes.