Brewbound Live 2024 is just 5 days away! Don’t miss the chance to dive into a packed agenda featuring industry leaders from top companies. Learn how Full Circle Brewing is building a house of brands, hear Holidaily Brewing’s insights on making beer accessible to underrepresented groups, explore shifting drinker demographics with Foresight Factory, and uncover Independence Brewing’s strategies for weathering craft’s challenges. Time is running out — register now. 

There are four “winds of change” impacting consumers’ bev-alc purchasing decisions, and Anheuser-Busch InBev (A-B) believes it has the brands to speak to all four of those trends, according to A-B U.S. chief commercial officer Kyle Norrington.

Norrington spoke last month at Beer Marketer’s Insights’ annual fall seminar in New York City. The four trends he said A-B is watching and promoting its brands within include:

• Premiumization;
• A “balanced lifestyle;”
• Flavor and variety;
• And value.

Leading A-B’s premiumization and “balanced lifestyle” efforts is Michelob Ultra, A-B’s No. 1 beer brand by year-to-date (YTD) off-premise dollar sales. YTD through November 3, the brand has increased dollar sales +4.2% and volume, measured in case sales, +3.8% in Circana-tracked off-premise channels. 

Norrington said: “Michelob Ultra is one of those brands, go back to 2002, that broke the mold of what a premium light beer could do, a superior light beer could do. And it has continued to grow along that path.” 

Insiders can read more, including A-B’s strategy for other Michelob Ultra extensions, what major sports partnerships the company is focused on and which brand is getting a Super Bowl spot. 

When is a marketing strategy not a marketing strategy? Can social media alone sustain a brewery? What makes public relations different from other tactics in the marketing toolkit? Kevin York, founder of the eponymous craft beer-centric communications agency, tells it all after a decade in business.

In the latest edition of A Round With – a recurring Q&A series with industry leaders exclusively for Brewbound Insiders – York shares how he built his business, why storytelling matters more than ever and the craft beer origin story that’s sure to bore drinkers. 

Insiders can read  the Q&A, including the nuances of marketing tactics, how brewers can tell their story from every corner of their business, and the beer-and-birding camping event that never came to fruition due to the pandemic. 

Total U.S. beer supply was nearly flat in October, after state shipments and domestic tax paids rebounded and increased volume versus October 2023, according to the Beer Institute (BI) in the trade group’s latest round of economic reports. 

Total supply declined -0.6% year-over-year (YoY), a decrease “much smaller relative to recent months,” indicating “inventories have right-sized and stronger months are ahead,” BI chief economist Andrew Heritage wrote. 

The slight decline follows a -6.7% YoY decline in September and -4.4% decline in October. Year-to-date (YTD) total supply has declined -1.4% versus the same 10-month period in 2023.

Insiders can read more, including October and YTD figures for top import countries, domestic tax paids and state shipments. 

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Understanding the beer category’s often conflicting 2024 trends will be among the keys to winning in 2025 and beyond.

Kaleigh Theriault, director of thought leadership for NIQ’s beverage-alcohol vertical, and Mary Mills, a consultant for 3 Tier Beverages, will guide attendees of the 2024 Brewbound Live business conference through the category’s highs and lows, from pricing and inflation, to higher ABV products and non-alcoholic beverages, to craft’s roller coaster by style, region and brand.

They’ll also offer a look into beyond beer offerings, including the ultimate high of THC/cannabis beverages, which are challenging beer for shelf space and captivating consumers.

Brewbound Live takes place December 11 and 12 at the Marina del Rey Marriott in California.

Leaders from all three tiers will gather for business-focused conversations on driving the bev-alc industry forward, data presentations, networking and brand building.

Check out the 2024 Brewbound Live speaker roster.

Tickets are available now.

The Brewbound team returns from Thanksgiving breaks to discuss the pre-turkey day news dump, including Molson Coors’ agreement to purchase the intellectual property of Cruz Blanca and why the Mexican-inspired, Chicago-produced brand is now on the clock.

Jess, Zoe and Justin also break down the results of the Brewers Association’s board election and why this one was a bit out of the ordinary. 

The conversation then turns to Olde Mecklenburg’s recent global collaboration, Americans’ dream of brewery ownership (at least in five states), Rogue’s new Pacific Northwest IPA and Krampus’ reappearance in Jess’ spooky town. 

Listen here or on your preferred podcast platform.

In the ever-evolving beer and beverage-alcohol industry, staying informed is key to success. As a Brewbound Insider, you'll gain access to the latest data reports, breaking news, and industry insights that empower you to drive product innovation, optimize your marketing strategies, and effectively reach your target audience. Stay ahead, make smarter decisions, and fuel your business growth with Insider access.

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