Beyond Beer

For both the beer industry and the larger political and social environment, “there are new rules to the game,” National Beer Wholesalers Association (NBWA) president and CEO Craig Purser said in his opening remarks of the trade group’s Annual Convention in San Diego.

Hemp-derived THC beverages and edibles are now officially off limits in California after the state’s Office of Administrative Law approved Gov. Gavin Newsom’s proposed emergency ban on Monday.

Diageo has purchased leading non-alc spirit Ritual Zero Proof, the company announced today.

Ace Cider founder Jeffrey House has been outbid in his attempt to reclaim the brand after its parent company Vintage Wine Estates (VWE) filed for Chapter 11 bankruptcy protection in the U.S. Bankruptcy Court for the District of Delaware, according to North Bay Business Journal.

Tilray Brands will launch several hemp-derived Delta-9 THC beverages in “key markets across the U.S.” starting in October, the company announced today. The Canadian cannabis firm has formed a new business unit, Tilray Alternative Beverages, for its Delta-9 beverage portfolio, which includes mocktails, seltzers and sparkling drinks made with hemp extracts.

Ready-to-drink (RTD) mimosa and sangria producer Ohza has been acquired by FX Matt, the companies announced today. The acquisition brings a wine-based offering to FX Matt’s growing stable of RTD and beyond beer brands, which includes McKenzie’s Hard Cider, ‘Merican Mule spirits-based RTDs and Right Coast Spirits vodka- and tequila-based RTDs.

Anheuser-Busch InBev is tapping into the equity of one of its biggest brands for its next adult non-alcoholic beer play: Michelob Ultra Zero.

Jack Daniel’s Country Cocktails Hard Tea is now available nationwide, following a six-month test period in select markets.

In 2023, U.S. craft spirits faced the first dip in sales, volume and share in recent history, according to data from the 2024 Craft Spirits Data Project, shared by the American Craft Spirits Association (ACSA) and Park Street.

The Coca-Cola Company is expanding its reach in bev-alc with another ready-to-drink canned cocktail (RTD).

Across oversaturated retail shelves, bev-alc brands are under pressure to stand out.

In premium spirits and canned cocktails, brands have learned that calling out unique ingredients and connecting to audiences through their own cultural stories is key to positioning. They’re also balancing bolder looks with conveying brand values, health benefits and taste without over-messaging. Many have gone back to the drawing board, honing their brand prepositions and packaging.

San Diego-headquartered JuneShine is adding another product line to its expanding portfolio, but the latest addition is outside of the beverage-alcohol realm. The maker of hard kombucha, spirits-based canned cocktails and light lagers will expand its repertoire with non-alcoholic (NA) kombucha under the JuneShine brand.

Spirits-based ready-to-drink (RTD) products will face a challenge to maintain double-digit growth rates in 2025, including a decluttering of items at retail in order for the segment to remain healthy, according to Bump Williams Consulting’s (BWC) monthly report.

Citing concerns over public health, California Gov. Gavin Newsom proposed heavy restrictions Friday on “intoxicating hemp products.” Through an emergency regulation, Newsom proposed removing food and beverage products containing hemp extract from stores within the Golden State.