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🚨 What You're Missing 🚨 |
| | Boston Beer is facing a potential class-action lawsuit regarding its enforcement of non-compete agreements for former employees. At issue in the lawsuit is a $3,000 payment the company makes to departing employees in lieu of garden leave or mutually agreed on compensation as required by the Commonwealth of Massachusetts. A pair of Chicago-based former Boston Beer employees are suing the company saying those payments amounted to less than 5% of their salaries. It’s the latest challenge brought by former Boston Beer workers against the company’s enforcement of the agreements. Insiders are reading the latest on the lawsuit in today’s Brewbound Insider Newsletter and at Brewbound.com. Insiders are also reading about: - A new partnership between Hiyo Social Tonics and Live Nation;
- Curious Elixirs founder John Wiseman’s perspective after a decade in adult non-alc;
- Garage Beer’s big marketing win;
- Rhinegeist’s new product lineup for 2026;
- And Cigar City’s eye-catching Jai Alai branded buckets.
Insiders also have access to the Brewbound Newsletter Archive, including previous newsletter-exclusive Insider content. Become a Brewbound Insider today! Or, be in the know on all food and beverage news from Brewbound, BevNET and NOSH with Insider All Access. |
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| | Sponsored message from Seattle Cider Company | Consumers aren’t choosing lighter drinks to compromise — they’re choosing them to trade up. VIVID owns that shift with full-flavor, low ABV ciders built for the modern palate and a premium lifestyle. This holiday, “Merry and Bright” isn’t just a vibe — it’s the new roadmap for better-for-you beverage growth.
Learn more
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Today's Top Story |
| | | We are one week out from Brewbound Live 2025 in Los Angeles. Let’s be real: There hasn’t been a lot of good news in the beer business of late. You’d be justified in feeling a little shook at seeing a top 50 craft brewery begin the liquidation process, or nervous about how ongoing middle-tier consolidation is shrinking routes to markets, or generally confused by what drinkers want these days. These are also times when getting together with your peers and others from across the industry can make a difference. Time to take a breather, share ideas, gain new perspectives, forge new connections and prepare for whatever is coming next in 2026 and beyond. We’ll do just that in LA next week. So what can you expect at Brewbound Live 2025? - A dose of compassion and heart from Highland Brewing owner and president Leah Wong Ashburn, who will deliver a keynote address on transforming the brewery into a community hub in the wake of Hurricane Helene and aiding Asheville through its recovery;
- An injection of fun from New Belgium CMO Rebecca Dye Yonushonis, whose Voodoo Ranger brand is aiming to make beer exciting again;
- A real-time read on intoxicating hemp’s future and the looming federal ban from Top Ten Liquors owner Jon Halper in ground-zero Minnesota;
- A playbook on platform building with Hendler Family Brewing’s Sam Hendler and Wilding Brands’ Charlie Berger;
- A better understanding of why Generation Z behaves the way they do, including drinking less, from Rabobank analyst Bourcard Nesin;
- An anatomy of in-person activations that resonate with consumers with Athletic Brewing’s Rosalie Kennedy and Boston Experiential Group’s Sophia D’Angelo;
- And data-packed consumer pulse check from NIQ’s Kaleigh Theriault and CGA’s Drew Hummel.
But that’s not all. Check out the full program, and it’s not too late to join us in LA December 10 and 11. |
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Brewbound Headlines |
| | | 2 former Boston Beer employees are pursuing a class-action lawsuit, alleging the Twisted Tea maker skirts MA law by paying departing workers $3,000, minus taxes, instead of “garden leave” or other compensation, while enforcing restrictive noncompetition agreements. The lawsuit was filed Monday in the U.S. District Court of MA on behalf of Hailey Boyd and Grace Murtagh. The plaintiffs argue that Boston Beer’s severance pay “undermines” and “skirts MA law.” Insiders can read more about the lawsuit and revisit prior coverage of lawsuits related to Boston Beer’s non-compete agreement. |
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| | | While bev-alc is in flux, zero-proof partying is still in full swing with the announcement of a new multi-year partnership that brings Hiyo Social Tonics into Live Nation venues across the country. The news bookends a year of significant growth for the brand, which welcomed Constellation Brands as a minority investor through its venture capital group in February. Insiders can read more, including why NA offerings are becoming increasingly attractive for on-premise venues. |
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| | | John Wiseman founded NA craft cocktail company Curious Elixirs before the adult non-alc (ANA) category even had a name in the U.S. Wiseman started his sober venture in 2015 to radically change his relationship with alcohol. His business has since changed too: over the last 5 years, Curious Elixirs’ revenue topped $47 million versus $2.2 million in the company’s first 5 years. We chatted with Wiseman about untapped channels, what ANA on-premise venues will need to get right to survive, and why we may see fewer ANA brands in the future. Insiders can read a Q&A with Wiseman and learn about his investments in NA on-premise spaces and where he thinks the segment can go. |
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ICYMI |
| | | Christmas came early for any fans of Bump Williams Consulting’s (BWC) annual growth strategies report.
In the consulting firm’s final monthly update of 2025, founder Bump Williams shared beverage manufacturer, distributor and retailer growth strategies for 2026 and 2027 – a month earlier than historically released, and with a bonus 4th tier: the consumer. What should be an encouraging trend for the industry, this year’s report features a greater deal of alignment across tiers compared to recent years. Insiders can dive into the report and the top 10 focus areas across the 4 tiers, including expanded consumer insights, pricing strategies and regional marketing plans. |
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Save the Date |
| | Brewbound Live (Dec. 10 & 11) kicks off next Wednesday in LA and momentum is building quickly. Hundreds of operators, brewery teams, distributors, retailers, and investors are already registered, and 1:1 meeting slots are filling up.
If you're planning to attend, now’s the time to secure your spot and start preparing for the conversations that matter. We're just 7 days away from Brewbound Live and time is running out to register. |
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👋 That's all for today's Brewbound Newsletter |
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