Brewbound Podcast

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.

The team at 3 Tier Beverages breaks down hot trends in bev-alc heading into the summer selling season on the latest edition of the Brewbound Podcast. 3 Tier Beverages founder Donn Bichsel, consultant Danelle Kosmal and CGA VP Matthew Crompton share a complete look at trends in the off- and on-premise, including continued momentum for non-alcoholic beer, hard juice’s rocketing growth and the growing simplicity movement within craft. “The biggest opportunity for this summer and within the next year is just engaging new consumers and creating new drinking occasions,” Kosmal said of NA beer. Kosmal also covers why craft lagers are working, how flavored lagers such as lime are performing and what opportunities still exist in the space. Bichsel cautions craft brewers against playing the pricing game with mainstream lager brands. “When most of your revenue is coming from 4-packs, 6-packs and you start playing in the 12-packs, 15s, 18s, 24s, I think you’re chasing a losing proposition,” he said. “You’ve got to be very careful or be prepared to have a high price and just give up some of your turns.” Kosmal and Crompton explore why ABV and style remain among the key factors driving consumer purchases. They also cover the three pillars of innovation growth – NA beer, flavor and craft line extensions – and explain why flavor is leading the way within new products, led by AriZona’s Jumex Hard Nectar. Before the conversation, Brewbound editor Justin Kendall and senior reporter Zoe Licata analyze 2024 craft brewery production data, which the Brewers Association released last week, including New Belgium leapfrogging Anheuser-Busch InBev’s craft portfolio, big losses for Boston Beer, big gains for Athletic Brewing and the regional craft breweries leveling up. Listen here or on your preferred podcasting platform.

World Brewing Alliance CEO Justin Kissinger dishes on the global beer market, non-alcoholic beer trends, the rise of West African ancient grain fonio and emerging markets. In addition, Kissinger dives into the dietary guidelines that are under review and may be revised. He also shares his favorite places in the world to drink beer. Plus, the Brewbound team recaps the latest earnings reports from Boston Beer, Monster and Anheuser-Busch InBev, including standout quotes from Boston Beer founder Jim Koch. And Another Round or Tabbing Out returns with the recent news that some major brewpub chains will begin selling domestics and imports. Listen here or on your preferred podcast platform.

In a very special crossover episode, BevNET managing editor Martín Caballero joins the Brewbound Podcast to break down the blockbuster Celsius/Alani Nu deal. Marty discusses what energy deals usually mean for the beer distributors that built the acquired brands, current trends in non-alc energy and functional drinks and what brewers can learn from the space. Then, Jess and Zoe get into recent beer news, including Brown-Forman’s upcoming move to the Reyes network in California; proposed legislative changes in Georgia, Idaho and Maryland; and an upcoming departure from the Michigan craft scene (we miss you already, Carrie). Listen here or on your preferred podcast platform.

January 2025 was a record month for non-alcoholic (NA) beer in grocery stores. NA beer claimed a 4.2% share of beer grocery sales during the month, according to NIQ food store data shared by Bump Williams Consulting. The Brewbound team discusses how Dry January shook out, plus why industry leaders are bullish on regional cider; how the dots connect between the Consumer Price Index for beer at home outpacing overall inflation and beer’s 2024 summer slump; and who is keynoting the Brewers Association’s Craft Brewers Conference in Indianapolis. Plus, Justin, Jess and Zoe play Another Round or Tabbing Out on a surprise bev-alc platform and the We Love LA collaboration beer effort. Listen here or on your preferred podcast platform.

The Brewbound Podcast in 2024 featured a mix of interviews with industry heavyweights, analysis and a new roadshow component with stops at the California Craft Beer Summit in Sacramento, the Craft Brewers Conference in Las Vegas and the National Beer Wholesalers Association’s Annual Convention in San Diego. The most-listened-to episodes of 2024 touched on leadership changes in the industry, conversations from the road and major events and strategizing. Here’s a look back at the most popular Brewbound Podcast episodes of the year, in reverse order. Links are in the headlines for those who want to catch up. 10. Diving into Early Year Bev-Alc Data Trends with 3 Tier Beverages 3 Tier Beverages’ Mary Mills and Stephanie Roatis parsed the early year data, including positive cider trends in convenience, non-alc beer growth, hard seltzer rationalization and much more. They also dug into the growing trend of private label hard seltzer and whether anyone can break through the hard coffee curse. Plus, the Brewbound team discussed the potential strike at Anheuser-Busch InBev’s U.S. breweries (note: this was recorded before the tentative agreement was reached), and they played Another Round or Tabbing Out on the chances of Michelob Ultra challenger brands staking a claim of the better-for-you beer market. 9. Road Reports, Private Equity Deals and More Leadership Changes The early part of 2024 is always packed with travel to industry conferences. In this late January episode, Brewbound reporter Zoe Licata shared her experience at this year’s CiderCon in icy Portland, Oregon. Meanwhile, both Zoe and Brewbound managing editor Jess Infante offered takeaways from the Beer Industry Summit in San Diego resort city Coronado. As always, the team broke down the biggest news of the week, including a craft-on-craft deal in New England, a private equity firm selling part of its stake in Mikkeller, a CEO change at Sapporo-Stone Brewing, another Heineken exec joining Lagunitas’ c-suite and an update on the bidding for Anchor. Plus, listener-favorite game Another Round or Tabbing Out centered around the return of the Coors Light train for the Super Bowl. 8. Ding Dong, Drizly is Done; Plus, Scanning the Craft Scans Uber said goodbye to e-commerce alcohol delivery platform Drizly in March. Brewbound editor Justin Kendall and weekend newsletter writer Sean McNulty discussed the decision and why it’s another blow for brewers. Plus, the duo discuss full-year 2023 craft beer scan data, the narrative (or lack thereof) for craft heading into 2024, and why the early read wasn’t great. Other topics include New Jersey finally giving the state’s craft breweries a break, Tilray wilding out with new products and Lawson’s trying to get the low-ABV Beach Party started. 7. MikMak’s Rachel Tipograph on the Post-Drizly Bev-Alc E-Commerce Landscape In the wake of Drizly’s shut down, MikMak founder and CEO Rachel Tipograph analyzed what’s next for beverage-alcohol e-commerce. In the conversation, Tipograph explained why many alcohol producers were caught off guard by the announcement and who she expected would pick up the market share once held by Drizly. 6. Firestone Walker Details Its House of Brands Strategy Firestone Walker’s marketing approach for the 805 brand has featured black-and-white short films of athletes and artists as part of its Authenticos partnership program. CMO Dustin Hinz and brand director Hannah Barnett explored the marketing approach for the Paso Robles, California-based craft brewery’s biggest brand, 805, and how it plays with the company’s wholesalers. The two also discussed how that approach differs from the rest of its portfolio, including Cali Squeeze, Mind Haze and the F Brands. 5. How a Las Vegas Wholesaler is Prepping for the Super Bowl How do wholesalers in the Super Bowl’s home city prep for the biggest football game of the year? Breakthru Beverage Nevada beer division VP Deacon Nauslar shared when preparations began, how much of a bump the distributor is expecting, how the event will compare to a Formula 1 race earlier this year, and how the biggest football game of the year measures up to a normal week servicing Sin City. New Orleans, you’re next. 4. How to Make a Summer Shandy Work Year-Round Molson Coors-owned Leinenkugel’s made flagship Summer Shandy a year-round offering this year. Leinenkugel’s president Tony Bugher and John Leinenkugel hopped on the podcast to share why the company made the move and what it meant for the brand. The conversation took place months prior to Molson Coors shutting down the Chippewa Falls, Wisconsin-based facility, laying off more than 50 workers and transferring the remaining Leinenkugel’s production to Milwaukee. Those moves appeared to blindside the Leinenkugel family, who had brewed beer in Chippewa Falls for 157 years. The Leinie Lodge and pilot brewery in Chippewa Falls remain open. 3. What Even Happened in 2023? Fellow beer industry journalists Kate Bernot and Christopher Shepard joined the Brewbound team to recall the bev-alc/non-alc crossover brand madness of 2023, craft beer’s stormy seas and a potentially grim outlook for draft beer sales. The conversation isn’t all doom and gloom, as the crew discussed positive developments in taproom hospitality and non-alcoholic beer options. Little did anyone know what 2024 would bring. 2.  Topa Topa, Match Point and That’s Delicious Financials on What’s Working For Craft The Brewbound team’s road trip to Sacramento for the California Craft Brewers Association’s Craft Beer Summit led to several conversations with California craft brewers, including a three-pack of chats with leaders from Topa Topa Brewing and Match Point Brewing, as well as the founder of That’s Delicious Financials. Topa Topa founder and CEO Jack Dyer explained the importance of Chief Peak IPA to the brewery’s business and why it’s the beer he’s always thinking about. Match Point Brewing co-founder Simon Chen shared the Albany-based brewery’s path to opening a taproom and also making connections with consumers in his hometown. And That’s Delicious Financials founder Drew Kearns expressed optimism about the craft brewing industry, as well as the most difficult conversations he’s hearing on the financial side of the business. 1. An Exit Interview with Naomi Neville of Allagash Brewing 2024 brought a lot of change at top craft breweries across the country, including Allagash Brewing. Naomi Neville departed the Portland, Maine-headquartered craft brewery after 14 years of leading and building its sales team and helping turn the brewery into a regional powerhouse led by Allagash White. Neville reflected on her experience building the Allagash brand and dished on where she sees the segment going and what’s next for her. Neville ended up leaving the beer industry and is now the program director for the Maine Center for Entrepreneurs.