Phorm Energy, the new beverage joint venture backed by Anheuser-Busch InBev and UFC boss Dana White, has chosen its fighter. The energy drink brand, a spin-off of 1st Phorm that’s produced by A-B, on Monday morning revealed three-time MMA champion Michael Chandler as its newest partner and a central focus of new content and marketing.
Boston Beer revealed a new 10-year sponsorship deal with the Boston Red Sox last Friday for its Samuel Adams brand; Spirits giant Proximo has shifted its California distribution to Breakthru Beverage, which it is with already in CO, MO and NV; New Belgium alum Ramon Tamayo joined Calicraft (Walnut Creek, CA) as head brewer in May; and more headlines
St. Louis-based Urban Chestnut Brewing Company has acquired the beer brands of O’Fallon Brewery, which ceased operations after 24 years at the end of last year.
Despite recent headwinds, craft beer continues to have the largest share of beer sales at Total Wine & More stores. But “it won’t stay that way” if industry trends continue, according to the chain retailer’s senior director, merchandising, Andrea Starr.
Not all “beloved” CPG brands have soul, but all brands with soul are beloved, according to Jesse Howell, art director for sparkling water brand Aura Bora.
Remember black out rage gallons a.k.a. BORGs? The gallon jugs college students were bringing to parties last year with a mix of water, electrolytes and handwritten punny names written on the front?
Popular and controversial social media platform TikTok recently opened advertising on its platform to beverage-alcohol brands in the United States, due in part to its user base aging up.
The Beer Institute (BI) has updated its Advertising and Marketing Code, including new guidelines on social media marketing and advertising placement standards.
Sierra Nevada leadership shared highlights of its year so far, revealed its sales and marketing strategy for 2024 and provided an update on its Can Do Innovation Center during last week’s meeting with wholesalers.
Beer will be the alcoholic beverage of choice for consumers planning to imbibe while watching Super Bowl LVII, according to market research firm Numerator, which shared the results of a consumer survey conducted from January 25-31.
Things just got a little easier for New Jersey craft breweries planning to play the remaining games of the NFL season in their taprooms.
More than three years after taking a majority stake in Michigan’s Founders Brewing Company, Spanish brewer Mahou San Miguel is formally integrating Founders, Avery Brewing and Mahou Imports into a new platform, Mahou USA.
Fast-growing non-alcoholic beer maker Athletic Brewing Company will make its largest investment ever to support its “Give Dry a Try” campaign and boost the company during “Dry January.”
The college football season kicked off last weekend and will go into full throttle this Labor Day weekend. For those watching at home, Boston Beer Company’s Twisted Tea will be heavily featured this weekend and throughout the season. Boston Beer’s playbook for Twisted Tea includes a 360-degree marketing “Tea Drop” campaign, with new 15- and 30-second TV spots that will be featured across the major networks airing college football games.
