In today’s full version of the Brewbound Newsletter, Insiders are diving into on-premise trends for the Kentucky Derby and Cinco de Mayo, courtesy of BeerBoard. Performances varied across categories, with draft beer, packaged RTDs and NA coming out on the top of the growth charts. 

Insiders are also: 

• Learning about a big small change coming to Goose Island’s Bourbon County Stout;
• Feeling the heat from spicy flavor trends;
• And reading about intoxicating hemp beverages' entry into the 3-tier system.

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As craft brewers compete for shelf space and strive to overcome negative forces, they are left looking for ways to gain an edge. The team at Prairie Malt is eager to help them harness new flavors, appeal to previously under-developed craft consumers and use malt as a marketing tool to help their brands grow in a turbulent market. Learn more

Anyone who chose Sovereignty to win this year’s Kentucky Derby walked away pretty happy earlier this month, but the bev-alc industry was not so lucky, according to BeerBoard, an on-premise data firm.

For the extended weekend of Friday, May 2 (Derby Day) to Monday, May 5 (Cinco de Mayo), total bev-alc on-premise sales fell 7.3% versus the same event period in 2024 (May 3-6). 

Packaged beer and spirits were hit the hardest YoY, while imported draft beer, RTD cocktails and NA offerings were able to buck trends, highlighting “key shifts in consumer preferences,” BeerBoard reported. 

Insiders can read all the details, including packaged versus draft beer trends, beyond beer growth and brand callouts across bev-alc

There’s a big change coming to this year’s Bourbon County Brand Stout (BCBS) release: It’s getting smaller.

Goose Island will package Original BCBS in 4-packs of 10 oz. bottles, while the to-be-announced remainder of this year’s lineup will be available in the brand’s signature 16.9 oz. glass bottles.

Insiders can read more about the annual Black Friday release.

What’s the best route from online to on-shelf sales? For many intoxicating hemp brands, the solution appears to be finding space with beer and liquor distributors.

Having leveraged DTC distribution to meet the unique needs of the category, hemp brands are now facing a massive question: how do you marry steady online sales with the larger opportunity within beverage-alcohol retail?

Brewbound Insiders are reading more about route-to-market moves by intoxicating hemp producers, the DTC proving ground and the challenges of producing products for multiple states.

A heat wave is hitting liquor shelves as spirit brands and RTD cocktails aim to spice up sales with new fruit and hot pepper-driven flavors.

With spirit companies looking for new angles to recruit customers, many of them are pushing the boundaries of spicy flavors. The trend seems to be accelerating, with several releases landing in stores just in March, including Gran Malo, a spicy tamarind flavored shot brand, which was expanded in the U.S. by Spirit of Gallo after a successful launch in Southern California in 2024. 

Also made for the shot occasion is a release from Lo Siento is gunning for Fireball fans with Caliente, which spikes the label’s tequila with a spicy twist of cinnamon. Not to skip out on the party, the Captain also brought the heat to spring break shores with The Captain Morgan Sweet Chili Lime.

BevNET spirits editor Ferron Salniker dove deeper into the trend, including fruity combinations and “more complex” spice profiles. Insiders can read the full report. 

This week’s Brewbound Podcast will feature conversations with Right Proper Brewing co-owner and Brewers Association chair Leah Cheston, as well as Hi-Wire Brewing co-founder and CEO Adam Charnack. 

Both conversations were recorded on the expo floor during the Craft Brewers Conference in Indianapolis. Look for the new episode in your feed by midweek.

Plus, Justin is in Chicago this week for Beer Marketer's Insights’ spring meeting, which features talks with Athletic Brewing’s Bill Shufelt, Brewers Association CEO Bart Watson, Sierra Nevada CCO Ellie Preslar, Columbia Distributing CEO Chris Steffanci, BeatBox co-founder Justin Fenchel and several others. 

Brewers Association (BA) president and CEO Bart Watson entered the Brewbound Podcast studio last week fresh off stage from giving his State of the Industry speech at the 2025 Craft Brewers Conference (CBC).

Watson discussed key takeaways from his speech, including why the 4% volume decline for craft last year wasn’t everyone’s experience, as 43% of craft breweries found growth last year. He also discussed why the growing number of closures has hit the long-tail of craft breweries – those making fewer than 500 barrels of beer – the hardest.

The conversation touches on several other topics, including:

• How the BA is advocating for its members in Washington, D.C.;
• Why full-strength spirits are being added to the Great American Beer Festival;
• Whether GABF could move away from Denver in the future; 
• Why there is a perception versus reality issue with consumers when it comes to the flavors that craft offers beyond IPA;
• And his overall read on the vibe of CBC.

Ahead of the interview, the Brewbound team also discusses recent headlines, including Rhinegeist’s NA beer venture and Tilray CEO Irwin Simon’s honest thoughts on the company’s stock price. 

Plus, the team plays Another Round or Tabbing Out on the commercialization of B.O.R.G.s, and Zoe dishes on her motorsport adventures.

Listen here or on your preferred podcasting platform.