Yellowstone’s Dutton family may be on a strike-imposed hiatus, but the show’s 6666 Grit & Glory beverage-alcohol brand keeps rolling.

6666 Grit & Glory, named for the Four Sixes Ranch that Yellowstone creators Taylor Sheridan and David Glasser purchased in Guthrie, Texas, has launched a $3 million media campaign and sweepstakes for a walk-on role on one of the franchise’s productions once the writers and actors strikes end and the Duttons return. 

Sheridan and Glasser partnered with L.A. Libations to launch three craft beers – a pilsner, an amber lager and a hazy session IPA – under the 6666 Grit & Glory brand in Texas last year. 

The brand has since expanded to include four ranch waters, and now boasts distribution in 38 states through 175 Molson Coors wholesalers and a handful of independents, with authorizations in 1,500 Kroger grocery stores and a total of 8,000 retail locations, Tom Larsen, CEO of 6666 Grit & Glory holding company Homestead Libations, told Brewobund.

6666 Grit & Glory canned cocktails rolled out this week on both the high end and the low end of the ABV spectrum.

Brewbound Insiders can go deeper into 6666 Grit & Glory’s expansion plans and the sweepstakes.

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The Beer Institute’s (BI) Code Compliance Review Board (CCRB) has found that Bud Light’s content with influencer Dylan Mulvaney did not violate the trade group’s Advertising Marketing Code and Buying Guidelines.

In a 2-1 decision, the CCRB found that the two challenged Instagram posts do not “have a special attractiveness to persons below the legal drinking age” and thus “there is no violation” of the BI’s code. 

However, the CCRB also noted that the BI’s marketing code has “a long history of being amended to meet evolving social, commercial and technological conditions” and urged the BI to “examine the role of influencers and social media in brewer advertising.”

Insiders can go deeper into the review at Brewbound.com.

As Asian-American founders have reshaped food and non-alc beverage categories with innovative products drawing from their heritage, canned cocktails and hard seltzers have not been forgotten. As the broader swath of American consumers take a more active interest in cultures across the Pacific, many are now reaching for alcoholic beverages with rice spirit bases and twists of yuzu. 

The most innovation and experimentation is coming from independent Asian-American entrepreneurs, many of whom saw the lack of canned cocktails that represented their cultural heritages. Brands like Màkku, Nectar and YoJu witnessed the explosion of interest in hard seltzer and RTD cocktails during the pandemic and decided to bring their own spin on alcoholic drinks to the market.

Now, as the proliferation of hard seltzer brands has oversaturated the category, some of these Asian-influenced brands are creating new products to enliven the category with unique marketing approaches to drive consumer demand.

Insiders can read the full story here.