Daily Briefing Newsletter

Total U.S. beer industry supply declined 2.1% YoY in June, according to the latest volume report from the Beer Institute. The loss outperformed YTD volume (-3.9% thru June). Note: total industry supply includes domestic tax paid shipments, imports and state-level shipments.

How many jobs net you “2 cases of HIGH LIFE” as the salary? Plus, 2 T-shirts and 2 hats are part of the compensation that Miller High Life is offering to its Mayor of the “Champagne of Beers,” a position that is now open at the company.

As any bev-alc professional will tell you – nothing moves product like associating it with the end of a marriage. Or at least that’s my guess as to the pitch in the Twisted Tea marketing meeting for its end-of-summer sales push. The marketing group at Twisted Tea took the phenomenon of divorce filings increasing at the end of summer and thought “How has no one ever used this to sell FMBs?!”

Given that it’s the heart of summer movie season, it’s nice to see craft beer getting in on the action. The Tom Holland Bero collab with The Odyssey on special packaging is a no brainer. Naturally, Jason Kelce said hold my BERO, and showed everyone how it’s really done. Yes, he answered the burning question on the minds of most Americans, namely, “What would happen if the former Eagles center dressed up as Wolverine?”

While U.K. football fans may have been cheering loudly at the amazing Harry Kane 2-goal performance in the ENGLAND vs. DR CONGO match this week, chances are U.K. pub owners were cheering louder.

Well, it’s nice to see TILRAY totally learned from the spending warning lessons of the previous BREWDOG ownership era. It’s launching a promotion to give away up to about $1.3M of beer in the UK and Vegas at its branded locations if England, Scotland or U.S. teams make the World Cup Final (although with these remaining odds, don’t get your hopes up too high there, Tartan Army).

In a move perfect for an economy where gas is $4 a gallon (if you’re lucky), the folks at A-B are unleashing this totally economical 10-ton combine machine, fully stocked with uh, 4 beer taps – and 2 of them are BUD for some reason.

Here on a weekend of huge sports events – from World Cup opening weekend, potentially final games in the NBA and NHL seasons and 2 foreigners beating the crap out of each other on the White House lawn as our forefathers intended – there are sure to be some great parties happening to enjoy these events with friends. Thankfully, HEINEKEN is here to make sure you’re the star of any party as the, uh, I’m guessing only attendee that everyone refers to as, “That dude who brought … ketchup … with his beer.”

FIFA men’s World Cup season is almost upon us, but the folks at Stella Artois are getting a head start to encourage drinking on the job! It seems 86% of World Cup games will occur during normal working hours in the U.S., so Stella is launching a #WFB promo, or Work From Bar, where it’s setting aside up to $100k to reimburse folks for STELLAs imbibed while ostensibly #WFB during games at bars and restaurants.

If the realities of the 2010s bev-alc business meant that big beer could become craft beer stalwarts, and the early 2020s beer biz realities meant that craft breweries embraced light lagers and hard seltzers – I guess we shouldn’t be too surprised that the realities of the mid-2020s restaurant business mean that HOOTERS is now looking to be … family friendly?

This week’s beer naturally goes out to SCHLITZ, as it seems all of you precious beer history nerds haven’t been drinking your fair share of it. As you likely heard, PABST is putting the brand “on hiatus” like a low-rated ABC drama series, so I guess all of the late 1970s pseudo free sitcom product placement goodwill only goes so far in the end.

We have a tale of 2 bev-alc approaches this week, which may help explain the larger trends afoot in both inflation and beer sales. We’ll start at the PGA Championship outside of Philly this weekend (on the classy side), where all the food and drink are completely free! Uh, unless you want a beer – that’ll be $15.

As we sit on the cusp of Mother’s Day this year, let’s top and tail the newsletter with some love going out to our moms this week.

Good news! George Clooney finally caught a break in life this week … as his CRAZY MOUNTAIN NA beer scored $15M in seed funding led by CAVU CONSUMER PARTNERS – George would love to contribute with some of that sweet NETFLIX money, but ya know, raising twins is expensive.