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More than three decades after launching with amber ales, Kirin-owned New Belgium Brewing’s and Bell’s Brewery’s portfolios look a little different, in very intentional moves to stay relevant with the rapidly changing bev-alc market, according to CEO Shaun Belongie, who spoke at Beer Marketer’s Insights’ seminar this week in New York City.

Belongie challenged bev-alc companies not to pigeonhole themselves or their products within segments, and think more about what a consumer is looking for. He likened the updated strategy to how New Belgium has approached Voodoo Ranger Juice Force, which by definition is a hazy imperial IPA, but “operates” more like a flavored malt beverage brand than a craft beer. 

Belongie said: “We've been through many, many iterations, and willing to change the direction, try new things, which I think is a really powerful way to think about it, and has enabled our success, and is something that I think as a category we need to continue to push,” he continued. 

“There was always this understanding that if you're not willing to shift, you're going to die.”

Insiders can read more, including new products coming in 2025, New Belgium’s plans for Voodoo Ranger and Bell’s Oberon and Shaun’s comments on whether the company will participate in the spirits market.

Retailers, wholesalers and analysts have preached focus as a key to winning in 2025 and beyond. 

During the 2024 Brewbound Live business conference, leaders from Whole Foods Market, Deschutes Brewery and Bump Williams Consulting will define what a focused strategy looks like, why retailers are asking suppliers to sharpen their plans and portfolios, and how laser-focused lineups are generating sales results. 

Joining the conversation will be:

• Peter Skrbek, CEO, Deschutes Brewery;
• Mary Guiver, principal category merchant for beer, Whole Foods Market;
• Brian “BK” Krueger, VP of business development and portfolio strategies, Bump Williams Consulting. 

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

The conference will bring together leaders from all three tiers for business-focused conversations on driving the bev-alc industry forward, data presentations, networking and brand building. 

Check out the speaker roster.

In addition to the mainstage programming and networking parties, Brewbound Live will feature opportunities for one-to-one conversations with retail buyers from chains (Whole Foods and ExtraMile Convenience Stores) and distributors (Breakthru Beverage California, Reyes Beer Division and California Beverage Solution – Stone Distributing, Markstein Sales and Heimark Distributing). Registered attendees will be considered for meetings with buyers, as space is limited. Find out more details here.

Brewbound Live sponsors include John I. Haas, Abstrax Hops, Suntory, Yeti, NIQ, Crafted ERP, Strike Visuals, Fast Track Packaging, Foundry, BeatBox, Firestone Walker and JuneShine.

Each year, the Brewbound Awards are presented to honor the most influential and impactful companies, brands, people, products, ideas and trends from across the beer industry landscape.

The awards celebrate beverage-alcohol companies for their achievements and impact throughout the last year and serve as an appreciation of notable industry members, trend setters, breakout brands, change agents and up-and-coming entrepreneurs.

Brewbound is proud to announce the nominees for its 2024 Awards, with the exception of Person of the Year and Cause of the Year. 

See the full list of 2024 Awards nominees at Brewbound.com.

Winners will be announced at Brewbound Live 2024 in Marina del Rey, California on December 11. Watch the announcement of Brewbound’s 2024 Award Winners and Rising Stars at Brewbound.com around noon PT on December 11.

This week the Brewbound Podcast crossed the 200th episode milestone. Insider’s Week in Beer newsletter writer Sean McNulty joins to celebrate.

The Brewbound team recaps the latest headlines, including the Lord Hobo-Lone Pine merger, the Beer Institute’s Annual Membership Meeting, layoffs at Molson Coors’ remaining craft production facilities and Monster’s Q3 financial results. 

Plus, the gang plays Another Round or Tabbing Out, recalls Episode 100 (we think) and time capsules recent life moments for the next podcast milestone. 

It’s a fast-moving show, with an unexpected Real Housewives detour.

Listen here or on your preferred podcast platform.

Make more informed decisions with exclusive industry reports and insights. We partner with leading data providers to cover a variety of critical topics impacting beer and beverage-alcohol brands. Check out this recent report in partnership with CGA for an on-premise beer and beyond beer update.

Become an Insider to access past and future reports.