There are a lot of shiny new things out there – spirits-based RTDs, THC beverages, spiked refreshers – but the key to some craft breweries connecting with consumers may be going back to basics and leaning into being craft, according to Bump Williams Consulting president Dave Williams. 

Williams dove into craft trends earlier this month at the Mass Brewers Guild Conference, using data from New England’s wealth of craft breweries to find opportunities for the segment. In today’s Brewbound Insiders Newsletter and on Brewbound.com, Insiders are diving into the data, as well as Williams’ thoughts on NA and THC. 

Also, everyone has access to the latest edition of the Brewbound Podcast with Lagunitas CEO Bernardo Spielmann.

Insiders are also reading about:

• Liquid Death moving from A-B WODs to other beer distributors out West;
• Shake Up Cocktails’ retail expansion;
• Wilding Brands’ addition of NA cider;
• And another Wall Street take on A-B’s reported interest in BeatBox.

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

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Nearly a year on the job, new-ish Lagunitas CEO Bernardo Spielmann is seeing opportunities for the legacy CA craft beer brand.

Those opportunities include expanding Lagunitas Hazy IPA from a draft-only release to package, building on the successful launch of 9% ABV Hazicus Maximus hazy IPA, which now boasts 20,000 points of distribution, and revamping the packaging for NA hop water Hoppy Refresher.

On the latest edition of the Brewbound Podcast, Spielmann shares that it’s also about listening to consumers, who demanded the return of seasonal Unrefined Shugga’, the 10% ABV strong ale that returned this year as a national play in bottles and club packs.

Spielmann also discusses the beer category’s need to bring back socializing and capture those occasions. He explains how Lagunitas is doing its part with its “Party Legend” brand activation, which celebrates consumers who are the life of the party.

But first, Justin and Jess discuss the sudden closure of Rogue Ales & Spirits and why the shuttering of a top 50 craft brewery is jarring for the public and industry. They also dig into the rumored sale talks of party punch maker BeatBox to Anheuser-Busch InBev (A-B).

Listen here or on your preferred podcast platform.

Bump Williams Consulting (BWC) president Dave Williams has a running list on his phone of the specific challenges or obstacles bev-alc industry members are facing today. 

So far, the tally is up to 28, Williams shared earlier this month at the Massachusetts Brewers Guild Conference (MBG Con) in Framingham. 

Despite those headwinds, craft beer can still find ways to thrive and connect with consumers, particularly in New England – one of its strongest markets. 

Insiders can read more, including total beer and craft trends in New England, and Williams’ takes on NA and THC.

Canned water brand Liquid Death has signed with 4 mostly craft-centric distributors in Southern CA and the PacNW.

Liquid Death, which is preparing to launch an energy drink line in early 2026, has signed with Hand Family Companies’ subsidiary Sunset Distributing (CA), The Odom Corporation (WA), Bigfoot Beverages and Summit Beverage Distribution Co. (both OR).

Insiders can read more. 

The inspiration for Shake Up Cocktails didn’t come from a bar or a boardroom …  it struck at a Midwest state fair.

Jamie Fahrner grew up selling BBQ at county fairs, where she also enjoyed the lemon shake up, a Midwestern fair staple drink known for the spectacle of concessionaires vigorously shaking fresh squeezed lemons, water and granulated sugar made-to-order. Years later, when Fahrner and her husband, David Fahrner, signed a lease to operate a distillery in an underutilized building of the Indiana State Fair, the shake up got an adult kick.

Just off a $800,000 raise and nabbing the win at InvestBev’s Accelerator pitch competition, gin-based RTD brand Shake Up Cocktails is now expanding deeper into retail shelves.

Insiders can read more here. 

Craft beer’s off-premise losses accelerated in October, according to the most recent monthly report from market research firm Circana. 

In MULO+C, craft’s dollar sales have declined 4.5% and volumedeclined 6% YTD through November 2, according to Circana. Those losses have accelerated in the latest 4-week period (L4W), with dollars down 5.2% and volume down 6.5% – a marked decline from the prior L4W (ending October 5), when dollars had dipped 4.8% and volume dropped 6.1%.

In the all-important grocery category, where craft over-indexes as the beer category’s 3rd-largest segment by YTD dollar sales, craft recorded high-single-digit losses in dollar sales (-7.8%) and volume (-8.4%) in the L4W. Craft’s grocery performance has significantly deteriorated throughout the year. YTD, dollars are down 6.8% and volume down 7.9%, which further declined to -7.3% in dollars and -8.2% in volume in the L12W.

Insiders can read more about brand-level performance and expect a look at channel variations later this week.

One of the biggest reasons people return to Brewbound Live each year is the mix of attendees you’ll meet. It’s a friendly, collaborative space where conversations come easily and the right people are within arm’s reach. 

Athletic Brewing co-founder & CEO Bill Shufelt summed up the experience (above). 

Brewbound Live kicks off on December 10-11 in L.A., and with less than 3 weeks to go, things are moving quickly. Our hotel room block is already sold out, so If you’re planning to join us, now’s the time to secure your spot and finalize travel. 

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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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