Craft beer is on pace for its “largest volume and value sales declines of the last 3 years,” Bump Williams shared in his latest report. However, the craft breweries that are refocusing their portfolios are outpacing the segment’s negative trends. 

In today’s Brewbound Insider Newsletter, Insiders are getting highlights of the report from Brewbound senior reporter Zoe Licata. Insiders are also reading about:

• B3’s latest craft brewery addition, Heavy Seas Beer;
• Why Tilray’s beverage biz was “flat” in Q1;
• How soon Sierra Nevada’s Celebration Fresh Hop IPA will be on shelves;
• And getting a peek at the 43rd annual GABF.

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

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When nearly everyone is in decline, success has to be measured by whomever has the smallest losses. And those winners within bev-alc are the companies with the most focused portfolios, according to Bump Williams Consulting’s (BWC) latest monthly report. 

This summer was yet another unexpectedly soft season for beer sales, with category dollar sales declining 4.1% YoY and volume down 5.6% in the 18 weeks ending September 20, BWC reported, citing NIQ off-premise data. Those losses marked an acceleration in declines compared to YTD trends (dollar sales -4.6%, volume -2.9%). 

Craft’s own trends worsened over the summer, with dollar sales declining 8.4% and volume down 6.4% YoY, compared to down 5.9% and 7.8% YTD, respectively. Now the segment is on pace for its “largest volume and value sales declines of the last 3 years,” BWC founder Bump Williams wrote. 

Insiders can dive into further data that support BWC’s thesis that focus is king. 

B3 Beverage Company is adding Heavy Seas Beer, Maryland’s biggest craft brewery, to its growing platform, the companies announced Thursday. 

 The nearly 30-year-old craft brewery joins Yards Brewing (Philadelphia), Two Roads (Stratford, CT) and Bald Birds (Audubon & Jersey Shore, PA) in what was first described in May as a multi-facility contract brewing platform.

Beer Marketer’s Insights first reported B3’s “strategic acquisition" of Heavy Seas. 

Insiders can read more about the deal and Heavy Seas’ future.

Tilray Brands’ 2026 Q1 – covering the all-important summer selling season – was “flat” due to the cannabis and craft beer platform’s Project 420 cost-savings initiative, Tilray chairman and CEO Irwin Simon shared during Thursday’s earnings call.

Tilray’s beverage business declined around $300,000 compared to Q1 2025, with the company generating $55.7 million to start its 2026 fiscal year. Beverage gross profit slipped to $21.3 million in the quarter, down from $22.9 million, as gross margin declined from 41% last year to 38%.

Insiders can go deeper into Tilray’s business, including international opportunities, U.S. cannabis hopes and continued cost saving efforts.

Tonya Cornett thought she would end her career at 10 Barrel Brewing (Bend, OR). 

She joined the craft brewery in 2012, piled up competition medals for her beers and created a following at the brewery. She thrived as the brewery’s R&D brewmaster before and after its 2014 sale to Anheuser-Busch InBev (A-B). 

Then Tilray Brands acquired 10 Barrel and 7 other brands in 2023. A year later, the Canadian cannabis firm and brewery platform laid off Cornett and members of her team in a move that shocked many within the industry.

On this week’s Brewbound Podcast, Cornett discusses her journey over the last decade-plus and her next chapter with Upp Liquids, a new venture in the rebranded Immersion Brewing space. 

Before the interview, the Brewbound team runs through the latest headlines, including a big leadership shakeup at Molson Coors and Constellation Brands’ struggles as its largest consumer base remains under pressure. 

Listen here or on your preferred podcasting platform. 

How do you create memorable experiences that will attract today’s drinkers and keep them engaged with your brand?

Brewbound Live 2025 will explore experiential marketing with case studies from Athletic Brewing Company’s partnership with Boston Experiential Group.

Athletic director of marketing Rosalie Kennedy and Boston Experiential Group founder and CEO Sophia D’Angelo will share how their work together has helped the dedicated non-alcoholic beer maker form stronger bonds with its consumers through key activations.

Brewbound Live 2025 is the business conference for beverage-alcohol professionals, featuring on-stage strategy sessions with industry leaders, dedicated networking breaks and pre-arranged 1:1 conversations with retailers and distributors.

The event will take place December 10 and 11 at the Marina del Rey Marriott.

Tickets are available now for the gathering of founders, entrepreneurs, sales leaders, marketers, c-suite executives, retailers, distributors and suppliers from across the industry.

43rd Great American Beer Festival Set to Pour 

The Brewers Association’s (BA) 43rd GABF kicked off last night at Denver’s Colorado Convention Center, bringing together nearly 438 craft breweries, and even more craft beverage producers.

About 40,000 attendees are expected to attend the festival’s 3 sessions, taking place last night, tonight and Saturday afternoon. 

Catch up on more GABF data here.

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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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