Hurray’s Girl Beer aims to capture the large, loyal group of women’s sports fans who have gone overlooked by the beer industry, which has long flocked to men's sports.

However, those fan bases are less likely to purchase from partner brands than women's sports supporters, according to several recent reports. 

Hurray’s Girl Beer sees this untapped potential and is capitalizing on it. This week, the company announced a partnership with the WNBA’s Dallas Wings.

Read more about Girl Beer’s expansion plans and why variety packs work for the brand

Destihl Brewery Founder & CEO Matt Potts said “We’ve been able to brew award-winning beers with Briess Malt year after year”. When a brewery wins two golds and a bronze in the same year, you know the malt behind it matters. Click to hear the rest of the Destihl story. Learn more

Brewbound Insiders are reading today’s top story in full on Brewbound.com, where they’re also checking out these headlines:

• Report: Albertsons Tests Hemp THC Drinks in Chicago

• Adult Non-Alc Needs to Break Rules to Foster Next Growth Wave, Ex-The Pathfinder Sales Leader Jill Sites Says

• World Cup Draft Boost Sustained Thru Later Tournament Stages, per BeerBoard

Today’s Brewbound Insider Newsletter also includes details on co-founder James Watt’s bid to buy BrewDog back from Tilray Brands and highlights from a new marketing video from Southern Glazer’s Wine and Spirits.

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

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Albertsons has launched a dedicated THC set featuring some of the category’s best known brands at its Jewel stores in Chicago, Ted Whitney, chief beverage officer at Cheech & Chong Holdings Co. and chairman of the Hemp Beverage Alliance, shared on LinkedIn this week.

Albertsons joins Target and Sprouts as national retailers that have embraced the category despite its uncertain future. 

Read more

Adult non-alcoholic drinks need to break some rules to unleash faster growth, says Jill Sites, who recently concluded a stint as EVP of sales at non-alc brand The Pathfinder.

What’s Blocking Further Growth? “The words, ‘it’s how we’ve always done things,’” Sites said. “Until we break them or at least bend them, I don’t think this category can grow the way it needs to.”

In an exit interview, Sites discusses what’s next in alcohol alternatives, how to motivate distributors and strategics, and where the strategy gaps are for NA brands. 

Read the interview

Later weeks of the FIFA World Cup may have been just as impactful to the on-premise as the headline-making hot start to the tournament – at least when it comes to draft sales, according to new data from on-premise insights firm BeerBoard.

BeerBoard analyzed on-premise trends for the 5 weeks that games have occurred so far (full-year Week 24 to Week 28), detailing on-premise sales data from June 11 through July 12, compared to the same period in 2025 (June 12 to July 13). 

Week 27 posted the largest YoY gains in draft revenue (+17.63) and draft ROS (+22%), and tied with Week 24 for YoY draft volume growth (+17%) – despite Week 27 having fewer games than at the start of the tournament. 

Dive deeper

The NA beer movement is in its “belonging” phase, Best Day Brewing founder and CEO Tate Huffard shared on the latest edition of the Brewbound Podcast. 

Huffard believes Best Day was made for NA beer’s 2nd wave in which coolers on boats in the summer are stocked with NA and alcoholic beer, and fridges at parties include both options. 

Huffard’s Take: “All of these beer occasions warrant a great non-alcoholic beer and yet part of the magic is unpacking and uncovering these new occasions that deserve a beer. Case in point for me is a lunch beer.”

In the episode, Huffard discusses Best Day’s 30% distribution growth this year and retail expansion, finding luck in craft brewery taprooms, navigating the disruption caused by the launch of A-B’s Michelob Ultra Zero and much more. 

Listen here

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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