Sierra Nevada has identified craft beer’s biggest villain and thinks it has a plan to defeat it. In a James Bond-themed presentation during its wholesaler conference at its campus in Mills River, North Carolina, the country’s No. 2 craft brewer by volume armed its wholesalers with a “license to sell” and a specific mission to tackle what it’s calling the Vortex – the self-perpetuating cycle of beer volume declines at retail that lead to distribution declines, which create more volume losses.
Halloween’s Michael Myers is joining New Belgium’s skeleton mascot on cans of Slasher IPA. Meanwhile, Scream’s Ghost Face killer is lurking on Boston Beer Company’s Angry Orchard. And Neshaminy Creek is bringing its own Slasher Sampler mix pack to the party.
A year after extending its partnership with England’s Arsenal Football Club, the dedicated non-alcoholic (NA) beer maker has inked a multi-year agreement to become a “Proud Non-Alcoholic Beer Partner” of MetLife Stadium and the NFL’s New York Giants and New York Jets.
Celebrity Brands. If they aren’t the only brands one can have – and one might have been led to believe we’re all headed that way, given the casting call that went out for panels at the Beverage Forum, which took place last week in L.A. – they’re a growing part of the business.
Heineken will have some extra marketing budget as its Champions League sponsorship winds down, and it appears that a decent chunk of that money is going to expanding the Dutch brewer’s presence with Formula 1 (F1).
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.
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Justin Kendall, Jessica Infante, Zoe Licata and Ferron Salniker
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.
