2026 continues to provide some glimmers of potential for the bev-alc industry. 

The latest came in the form of the January Beer Purchasers’ Index, which included the highest total beer reading since July 2025. Time will tell if the upward momentum is a blip or a trend, but Brewbound Insiders are reading why NBWA chief economist and VP of analytics Lester Jones is optimistic for the year ahead.

In today’s Brewbound Insider Newsletter and on Brewbound.com, Insiders are also reading about:

• New additions to a San Diego craft platform;
• Positive news for hemp-based THC beverages in Chicago;
• A beer garden switch up in Boston;
• Why InvestBev’s Brian Rosen isn’t subscribing to industry negativity;
• And some high ABV additions to Twisted Tea’s lineup. 

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

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Beer ordering remained in contraction in January, but recorded a “significant bump” compared to December, according to National Beer Wholesalers Association (NBWA) in the first Beer Purchasers’ Index (BPI) of 2026. 

The report analyzes wholesalers’ order intent for the coming month. A BPI reading above 50 indicates expansion of a category or segment, while an index below 50 indicates contraction. 

Beer recorded a January 2026 BPI of 39. While still in a state of contraction, the index is beer’s highest reading since July 2025, and marks a 14-point increase compared to the prior BPI, when beer recorded a December 2025 index of 25. 

Insiders can read January numbers for all other beer segments here.

A craft beverage platform is taking shape in San Diego. 

Latitude Brewing, the umbrella that includes Latitude 33 and Thorn Brewing, has acquired the House of Mason brand platform (Mason Aleworks, Eppig Brewing, Second Chance Beer Co., Castellum Ciders, Old Harbor Distilling and Swell Soda). 

The deal closed on December 31, 2025, according to a press release. Financial terms were not disclosed. 

To create a unified strategy following the deal, Latitude formed Finest City Beverages LLC (FCB), a “holdings entity and operating platform for all brands across the combined portfolio, bringing them under one strategic umbrella to support long-term brand stewardship, sustainable growth, and scalable execution,” according to the release.

Insiders can read more about FCB’s plans and volume data. 

Intoxicating hemp drinks are getting a lifeline in Chicago, despite the outlawing of other hemp-derived THC products.

Yesterday, Chicago’s City Council excluded hemp beverages and CBD products from a new law banning the sale of hemp-derived THC within the city. The ordinance will go into effect in 10 days, barring a veto from Mayor Brandon Johnson, who has opposed the law.

Insiders can read more here. 

How can craft brewers expect to win away games if they’re not winning at home? That’s the sports analogy pFriem Family Brewers (Hood River, OR) co-founder and CEO Rudy Kellner used to describe the brewery’s strategy when it comes to expanding its distribution footprint. 

This week’s Brewbound Podcast highlights a stage conversation from Brewbound Live featuring Kellner and Mike LaRosa, COO and partner at New Trail Brewing (Williamsport, PA). Both breweries have secured impressive volume growth within footprints that don’t stretch far beyond their neighboring states. 

Family-owned pFriem was founded in 2013, just as craft was riding another growth wave. 

Kellner said: “We had a sense then that at some point in time, there was gonna be really, really good beer everywhere, and that, if you can't win the home games, it's gonna be really hard to win the away games.” 

Before the featured conversation, Justin – freshly returned from parental leave – and Jess discuss recent headlines, including the return of Dos Equis’ Most Interesting Man in the World, and whether or not nostalgia can bring in new beer drinkers. 

Listen here or on your preferred podcast platform.

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