After a couple of years of declines, Sierra Nevada is reincarnating Big Little Thing imperial IPA as a juicy hazy IPA. Chief commercial officer Ellie Preslar explained why, including the risk of inaction, to Brewbound editor Justin Kendall. 

Preslar also covers the boost Sierra Nevada is seeing from its NA portfolio, a bright spot for Pale Ale and the release of a new draft-only offering.

Insiders are reading all of the details, along with:

• Seeing who will receive 2025 Brewers Association industry awards;
• Getting details of LeBron James’ partnership with Diageo;
• Diving into “ugly” Circana scans;
• Reading about consumers’ unfazed on-premise plans;
• And learning how bev-alc can best communicate with legislators, according to former senior White House advisor Kellyanne Conway.

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

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Sierra Nevada’s Big Little Thing IPA is getting a second act. The imperial IPA has been reformulated as a juicy hazy IPA with the ABV amped up to 9.5% from 9%. 

Although Big Little Thing has been a top-30 craft brand in off-premise scans, the brand’s trends have trended down since 2023. 

Sierra Nevada chief commercial officer Ellie Preslar told Brewbound that the decision to refresh Big Little Thing as a juicy hazy IPA was rooted in maintaining it as “a strong productive SKU” rather than letting it potentially fade with inaction. 

Become a Brewbound Insider to read more about Sierra Nevada’s strategy heading into summer, including Big Little Thing's makeover, a new draft-only release hitting 30 markets, a positive note for Pale Ale and non-alc portfolio ambitions. 

Gain cutting-edge insights from industry leaders, explore new technologies, and hone your skills at the Craft Brewers Conference, April 28-May 1 in Indianapolis Learn more

The Brewers Association (BA) announced the recipients of the trade group’s annual Industry Awards Monday, recognizing “individuals and groups that have made a significant impact on the craft beer community.” 

The 2025 awards include:

• The Russell Schehrer Award for Innovation in Craft Brewing;
• The BA Recognition Award;
• The F.X. Matt Defense of the Industry Award;
• And the BA Mentor of the Year.

Insiders can learn about the winners here.

Diageo is teaming up with consulting and investment firm Main Street Advisors for a strategic joint venture that swaps out the spirits giant’s majority ownership of Cîroc Vodka in North America for a majority stake in basketball legend LeBron James-backed Lobos 1707 Tequila.

Insiders can read more about Diageo’s financial plans for the JV, and its complicated relationship with former backer Sean “Diddy” Combs and Cîroc, which predates the now disgraced entertainment mogul’s ongoing criminal sex trafficking case.

Half of consumers went out for a drink in March, and on-premise visits aren’t expected to slow down despite economic uncertainty, according to NIQ’s on-premise marketing research arm CGA. 

CGA’s latest consumer survey results marked a three percentage point increase versus the amount of consumers who went out for a drink in February. Even more consumers (77%) went out to eat in March (flat versus February). 

Note, CGA’s survey was conducted before President Trump announced sweeping tariffs, including a minimum 10% baseline duty on goods from most countries and 25% tariff on imported beer. As of press time, the Dow (-6.97%), S&P 500 (-7.25%) and Nasdaq (-7.01%) have all declined versus 5 days ago, though have improved compared to the double-digit declines recorded in the 5-day period ending Monday.

Insiders can read more from the report, including consumer spending intent in spite of economic headwinds. 

What’s going on in the country’s second-densest craft beer state? The Brewbound team hit the road to Portland, Maine, to find out. 

While in town for the New England Craft Brew Summit, Brewbound managing editor Jess Infante and senior reporter Zoe Licata checked in with 3 leaders to take the pulse of Maine’s formidable (and cheerfully collaborative) craft scene. 

This special Maine-centric episode kicks off with Maine Brewers’ Guild executive director Sarah Bryan. Bryan dishes on the hottest topics impacting Maine brewers right now – including concerns over decreased tourism from Canada – as well as goals for her second year as executive director. 

Later, the team chats with Thirsty Pig owner Allison Stevens and Orange Bike Brewing co-founder and CEO Tom Ruff.

Listen here or on your preferred podcast platform, and please subscribe to and rate the show. 

The Brewbound team is hitting the road and heading to the Craft Brewers Conference on April 28 – May 1 in Indianapolis, Indiana.

The Brewbound trio will be on the ground, covering all the latest news and presentations coming out of the conference, as well as hosting live podcast interviews at the Brewbound booth (#512).

Make sure to stop by our booth #512, where Brewbound will be chatting with brewery founders and owners, beverage entrepreneurs and c-suite leadership across the industry. Whether you’re a business vet or just starting out, we’d love to meet you and hear what’s new.

How to Connect with Us:

• Stop by our booth (#512): We’re excited to set up our Brewbound Podcast studio at BrewExpo America and engage with brewery leaders and industry suppliers. Swing by to meet our team, watch a podcast interview recording, participate in social content, and walk away with a T-shirt.
• Submit your news: Have news or updates from your brewery? Our team is covering the event and would love to hear from you. Submit your news here.
• Contact us to set up a time to chat: Want to schedule time to connect or be part of our coverage? Reach out to us at news@brewbound.com.