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| DAILY BRIEFING: LITE EDITION | | A preview of today's news & insights for the beer industry. |
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|  | 🚨 What You're Missing 🚨 | | | Guinness’ drinker base is “wildly diverse” and it’s propelling the centuries-old brand to lead cross-channel category growth, Diageo Beer Co. president Laura Merritt said earlier this week. Managing editor Jessica Infante covered the Beer Marketer’s Insights’ fall seminar in NYC, where Merritt shared updates on the Irish stout’s stateside performance and how its sibling brand Smirnoff Ice is connecting with younger LDA consumers. In today’s Brewbound Insider Newsletter and on Brewbound.com, Insiders are also reading about: - Allagash founder Rob Tod’s positive take on craft’s headwinds;
- Brown Forman’s expansion of Mexico’s top RTD into the U.S.;
- Beer Institute chief economist Andrew Heritage’s take on beer trends through Q3;
- Tilray’s outrage over a possible hemp ban;
- Distribution moves by Great Lakes and Outlaw Light Beer;
- And 1 retailer’s take on advancing hemp regulatory changes.
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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| Today's Top Story | | | | The top growth beer brand in the on- and off-premise right now isn’t an innovation product designed by an R&D team that religiously studies consumer trends. It’s a non-Mexican import that was founded in the 18th century: Diageo-owned Guinness. Laura Merritt, president of the Diageo Beer Company and Premix for Diageo North America, discussed trends during a fireside chat at Beer Marketer’s Insights’ (BMI) fall seminar Monday in New York City Merrit said: “We're the No. 1 growing beer in the on-premise and the-off premise right now, and that growth is coming from all segments.” Merritt attributed Guinness’ growth to several factors, including the company’s concerted effort to untether the stout from its St. Patrick’s Day shackles, broadening the brand’s consumer base through inclusive content and embracing the drinker-led viral phenomenon of “Splitting the G.” Insiders can read more about Guinness’ plans for its campaign and NA offering Guinness Zero, as well as check out an update from sibling brand Smirnoff Ice. |
| | Brewbound Headlines | | | | Allagash Brewing founder Rob Tod admits that craft beer is in a rocky period, but tackling headwinds is something he’s done before, he shared Monday during a virtual press briefing hosted by Portland, ME-based craft brewery.
In a Q&A following Monday’s presentation (catch up on coverage here), Brewbound asked Tod if he could pull from his 30 years of experience to find encouragement for craft breweries. Tod said: “The first 10 years, it was a grind, it was tough, and it's tough again now, and that's OK, and I'm really proud about the way we're navigating this tough landscape.” Insiders can read more, including details on Allagash’s pricing plans, sports partnerships, on- and own-premise strategies and “purpose-driven” efforts. |
| | | | | Brown-Forman is rolling out Mexico’s top RTD cocktail in the U.S.
New Mix, an El Jimador Tequila-based cocktail launched in 1997, has been testing retail shelves across U.S. markets this year, with a wider rollout announced Tuesday. Insiders can read more here. |
| | | | We just launched Nombase Education, which is a a brand-new Insider-exclusive learning platform featuring on-demand, expert-led courses for founders and operators across the food, beverage, and beer industries.
The first courses cover everything from retail economics and building margins for profit to leading with culture, fundraising strategy, and more — featuring insights from incredible experts like Seth Goldman, Arnulfo Ventura, Maya French, Ayeshah Abuelhiga, Errol Schweizer, Danielle Calabrese, and Eric Schnell, among others. Check it out here: https://www.nombase.com/education |
| | Data Dive | | | | Beer industry members’ shoulders are heavy these days, weighed down by continued declines, rising costs and piling-on headwinds.
But when you zoom out to see greater consumer trends, you discover the battle isn’t unique to beer, Beer Institute (BI) chief economist Andrew Heritage shared last week during the trade group’s Annual Membership Meeting in Washington, D.C. Insiders can dive deeper into what’s going on, including beer segment trends and declines across wine and spirits, as well as how beer can look to the past for encouragement.
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| | ICYMI | | | | Stouts will be a big part of Duvel USA’s strategy for both Boulevard Brewing and Brewery Ommegang in 2026 and into the future. Duvel USA chief commercial officer Bobby Dykstra told Brewbound: “It is with purpose that we've gone down this stout path. Once you cut through some of the negative trends in beer and beverage-alcohol, you start seeing some green shoots, and one of them is in stouts and roasty flavors sometimes combined with high ABV, sometimes not.” Insiders can read more about the stout strategies for both Boulevard and Brewery Ommegang, including in the on-premise channel. |
| | Save the Date | | | The countdown is on! In just 28 days, Brewbound Live (Dec. 10-11 in L.A.) becomes the meeting place for brewery leaders and professionals across the bev-alc industry.
The hotel room block is almost full! Register now to stay close to the action. |
| | Now Hiring | | | | | | 👋 That's all for today's Brewbound Newsletter | |
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