U.S. beer shipments took a nose dive in August as industry supply fell more in line with demand, according to the latest round of economic reports from the Beer Institute (BI).

BI chief economist Andrew Heritage had previously warned industry members that volumes would be falling soon, as another unexpectedly slow summer caused depletions (sales to retailers) volume declines to outpace YoY shipment (sales to wholesalers) losses.

In today’s Brewbound Insider Newsletter and on Brewbound.com, Insiders are diving into the full report, including state-level shipment data. They’re also learning about:

• How a possible government shutdown could affect breweries;
• A new celebrity partnership and increased investment in Anheuser-Busch-backed energy drink brand Phorm Energy;
• The listing of Providence Brewing for sale;
• YAH Brew’s attempt to help Iron Hill consumers and workers after the brewpub chain’s abrupt shutdown;
• The first NA beer offering from Rupee Beer;
• And monstrous collaboration for Pabst Blue Ribbon.

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U.S. beer shipments took a notable but expected dive in August, as the industry corrected overstocked volumes after a soft summer, according to the latest report from the Beer Institute (BI).

The BI was scheduled to release August figures next week, but published domestic tax paids and state shipment numbers early to “prevent overlap with Beer Institute members’ quiet periods ahead of their quarterly earnings reporting,” according to BI chief economist Andrew Heritage. 

Heritage estimates total industry volume to be down 11.4% YoY in August and 6% YTD.

Heritage previously warned that shipments volume would fall in the coming months, as volume needed to “converge closer to the depletions trend.” In the previous report, total industry volume from May through June was down 2.3% YoY, while depletions were down 5.3% in the same period.

Insiders can read more, including which states led shipments declines in a sea of volume loss.

Brewers and other bev-alc manufacturers stand to face serious inconveniences if the federal government shuts down at the end of today (September 30), industry trade groups have cautioned. A bill to fund the government through the next 7 weeks has passed the House of Representatives and is awaiting a Senate vote. 

If the government shuts down, the TTB will cease operating, which would delay the approval of labels, formulas and permits, trade groups have warned. The TTB would still collect federal excise taxes during a shutdown.

Insiders can read more from other trade groups and see how the TTB handled a prior shutdown. 

Phorm Energy, the new beverage JV backed by Anheuser-Busch InBev (A-B) and UFC boss Dana White, has chosen its fighter.

The energy drink brand, an A-B-produced spin-off of nutrition brand 1st Phorm, revealed Monday 3-time mixed martial arts (MMA) champion Michael Chandler as its newest partner and a central focus of new content and marketing.

Insiders can read more here.

In its 157-year history, Martinelli’s has become a staple in many U.S. households; from its squat 10 oz. apple juices that fit conveniently into kids’ lunch boxes, to its green sparkling cider bottles that allow consumers of all ages to toast and celebrate without booze. 

But the company realized it had a problem: Consumers were forgetting about the brand. After consumers grew up, Martinelli’s became more of a memory or nostalgic reminder of their childhood, and a brand they wouldn’t reach for again until they had kids themselves. And then the cycle would begin again. 

President and CEO Gun Ruder told Brewbound: “As we look at our future as Martinelli’s, our core business is strong and we love the core, shelf-stable 100% juice business. As we think about the sustainability of the brand, our ability to remain family-owned and resilient and relevant for generations to come, innovation is going to be more and more important for us.”

Enter Martinelli’s 1868 Hard Cider. 

Insiders can read more about Martinelli’s hard cider strategy, distribution expansion plans and how the company is navigating the 3-tier system for the first time. 

The application is now open for the Brewbound Live Pitch Slam, the leading business pitch competition for emerging beer, beyond beer, and adult beverage brands. The competition will take place during Brewbound Live 2025, held in Marina del Rey, December 10 & 11.

This year, the Pitch Slam gets a high-impact makeover: a new 1-day format, a tighter slate of finalists, and an intentional spotlight on innovation across RTDs, NA, cannabis, and beer categories.

The Brewbound Live Pitch Slam is open to early-stage adult beverage brands across beer, hard seltzer, hard cider, hard kombucha, RTD cocktails, THC-infused beverages and more. Whether you’re pre-launch with a product ready to sample or already in market for less than two years, we’re looking for disruptive brands with innovative concepts and the potential to scale. All applicants should be focused on the U.S. market and capable of providing packaged samples.

The deadline to apply is Wednesday, October 15, 2025. Space is limited. Apply Now >>

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Interested in other beverage coverage? 👀 Check out the BevNET Daily Briefing covering the broader beverage industry, including energy drinks, cannabis and other non-alcoholic beverages. Want to stick to the hard stuff? Subscribe to our Spirits Newsletter (published every 2 weeks). 

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