Can a letter writing campaign save Deschutes’ co-branded Kirkland Signature Helles, the same way Jess saved her childhood zoo? 

The Brewbound team and weekend newsletter writer Sean McNulty discuss the end of the cult favorite lager on the latest edition of the Brewbound Podcast, including an outpouring of somber reactions. 

The team also shares their personal July 4 experiences, including a view from the Jersey Shore, mixed results for the World Cup and why quality shouldn’t be a marketing talking point in 2026. 

Listen here

Brewbound Insiders have access to everything, beyond our free Brewbound Podcast, including several headlines on Brewbound.com, such as:

• Maine Beer’s Dan Kleban Says He’s ‘In to Replace’ Graham Platner in US Senate Race

• Beer & Spirits in ‘Stable’ Decline as Wine Losses Accelerate Ahead of July 4, per NIQ Weekly Scans

• People Moves: Steven Pauwels Departs Great Lakes; Lucinda Ochwat Named Head of Sales at VIP

Plus, the Brewbound Insider Newsletter has even more news, available before it goes live on our site. Today’s edition details Garage Beer’s new X-Men collab, and the return of the Voodoo Ranger tanker. 

Insiders also have access to the Brewbound Newsletter Archive, including previous newsletter-exclusive Insider content.

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Maine Beer Co.’s Dan Kleban is willing to re-enter ME’s U.S. Senate race to replace Democratic nominee Graham Platner and challenge incumbent Susan Collins, he shared this week.

Kleban’s Take: “I’ve been overwhelmed by the countless calls from Mainers encouraging me to consider this race. I love Maine and everything it has given me. This is where I started and grew a successful business focused on doing what’s right for workers and our community. It’s where my wife of 22 years and I have raised our teenage twins. And after talking with them, I’m in.”

Read more

Wine appears to be the first category to not make it out of the group stages during this year’s FIFA World Cup. 

The category’s YoY declines accelerated in the L4W ending June 27, following the start of the international soccer tournament, as well as a 3-day weekend due to the observance of Juneteenth. 

Dive deeper into segment-level trends, as well as top growth brands across beer and prepared cocktails. 

🐟 Steven Pauwels Departs Great Lakes

Great Lakes Brewing Company (GLBC) co-CEO Steven Pauwels has exited the company 2 years after helping take the reins at the Cleveland-based brewery.

Pauwels departed in May to return to his native Belgium with his wife to be closer to family, according to Crain’s Cleveland Business. 

📈 Lucinda Ochwat Named Head of Sales at VIP

VT Information Processing (VIP) has named Lucinda Ochwat head of sales, the data firm announced. 

Ochwat is a 20-year bev-alc veteran who most recently ran LTO Consulting, a sales strategy coaching firm she founded after 2 years at Andrews Distributing and 14 years at Boston Beer. 

Keep reading for more on the above leadership changes, as well as People Moves at Kultura Brands and Walmart.

Spirits-based RTD brand Cutwater (Anheuser-Busch InBev) was far and away the largest contributor to overall bev-alc growth in Q2, according to the latest monthly report from insights firm Bump Williams Consulting (BWC). 

Cutwater outpaced sales growth for any other beer, wine, spirits or RTD brand family in the L13W ending June 20, adding $113.4 million in sales, according to NIQ off-premise data shared by BWC. 

A Malt Problem: FMBs are leading sales losses among RTDs. 18 of the top 20 “loss leaders” across the category, ranked by absolute dollars shed in the L13W, were FMBs or hard seltzers.

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Brewbound Live will return to L.A. this December 9 & 10. The conference for beverage-alcohol professionals will feature 2 packed days of insights, conversations and networking at the Marina del Rey Marriott.

This Year's Keynote: Allagash Brewing Company founder Rob Tod and VP of human resources & organizational development Celine Frueh will give this year’s keynote address.

Crafting Company Culture: The duo will share how the Portland, ME-headquartered craft brewery has created and nurtured a company culture that is the envy of the industry. They'll explain how investing in and staying true to its culture has been a foundational piece in building Allagash into a top 20 craft brewery.

Tickets are available now for the gathering of founders, entrepreneurs, sales leaders, marketers, c-suite executives, retailers, distributors and suppliers from across the industry.

Register today

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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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