On the surface, hard cider is a small segment that is enjoying growth in a time of bev-alc declines. But underneath, the industry is complicated and in a transitional phase. 

That environment was laid out at CiderCon last week by American Cider Association (ACA) CEO Monica Cohen and board president Christine Walter.

In today’s Brewbound Insider Newsletter and on Brewbound.com, Insiders are getting the full debrief on a media breakfast hosted by Cohen and Walter, where the duo dished on how the ACA can better serve its members, the hurdles it’s facing (some internally) in attempts to grow the segment and more. 

Insiders are also reading about:

• A familiar craft name becoming Climbing Kites’ new CEO, and a new on-trend product launch;
• And Anheuser-Busch InBev’s Super Bowl commercial win.

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Hard cider was 1 of 3 beer segments to record consistent growth in 2025, escaping the declines that plagued most of the category as bev-alc tackled increased supply costs, consumer purchasing shifts and numerous macroeconomic headwinds. 

One would think the largest hard cider conference in the world, CiderCon, would have been a high energy party this year, with cideries rallying for continued growth and expansion of the segment. However, the event – hosted last week by the American Cider Association (ACA) in Providence, RI – wasn’t entirely a celebration. 

Part of that shift could be attributed to the ACA itself going through a transitional phase, under the new leadership of CEO Monica Cohen, who took over from long-time executive director Michelle McGrath in January 2025. She shared some of changes happening at the ACA in a media breakfast Thursday, co-hosted by ACA board president Christine Walter (Bauman’s Cider). 

Check out the full debrief

Creature Comforts co-founder Chris Herron quietly assumed the CEO role of intoxicating hemp beverage brand Climbing Kites a year after joining the company, the company shared last week. Herron joined the business in October 2024 to build the brand’s business in the southern U.S. and took the CEO role this past October.

Herron’s promotion comes as Climbing Kites prepares to expand its beverage offerings in line with product trends across bev-alc. In March, Climbing Kites will add Bubz, a line of non-alcoholic (NA) THC-infused sodas sold in 12 oz. can 4-packs. 

Read more details on the launch

On a night when 23% of the Super Bowl ads promoted AI, Americana and beer came out on top in USA Today’s Ad Meter rankings. 

Anheuser-Busch InBev (A-B) tapped into patriotism in its “American Icons” spot, shared with Brewbound Insiders last month. The timing, aligned with the 250th anniversary of the signing of the Declaration of Independence and Bud’s 150th birthday, paid off, taking its 10th Ad Meter 1st-place finish and back-to-back wins. 

Read more post-Super Bowl reactions

Anheuser-Busch InBev (A-B) shares its full-year and Q4 earnings report on Thursday, and industry watchers will be tracking the company’s post-Bud Light boycott progress and looking for an early read on boosts from Super Bowl LX and the Winter Olympics. 

This week’s Brewbound Podcast features an interview with Evan Burns, co-founder and CEO of The Finnish Long Drink. Burns discusses the brand’s origins, as well as how the brand has resonated with U.S. consumers, how celebrity endorsements have played a role in that success (including with actor Miles Teller) and what “Long Drink face” is. Look for the podcast in your feeds by midweek.

Plus, Brewbound senior reporter Zoe Licata will share more highlights and takeaways from CiderCon in Providence, RI, last week. 

A theme emerged with more craft-y Super Bowl promotions from Garage Beer and Breakside Brewery, with a regional spot featuring Jason Kelce and a former teammate shoveling horse poop and Breakside and Columbia Sportswear partnering on “Natural Calls” lager made with bear poop. 

Insider’s Week in Beer newsletter writer Sean McNulty dove into the muck in Saturday’s report. Insiders can catch up on it all, and other headlines from last week, accompanied by Gifs. 

Check it out

Monday Night Brewing co-founder and CEO Jeff Heck had an Office Space moment a couple of years ago after returning from a 3-month sabbatical in the South of France. 

“When I came back, I realized the company was generally doing great,” he said, adding he had a moment straight from the movie’s famous meeting-of-the-Bobs scene and asked himself: “What is it that you say you do here?”

“If you can leave your job for 3 months and things are generally fine, it’s worth asking what would you do here,” Heck explained. 

On the latest Brewbound Podcast, Heck and co-founder and new CEO Joel Iverson reflect on their eventual succession plan, which they described as an overarching cultural philosophy of working to make their jobs irrelevant and identifying the coworkers next in line to take the reins.

Before the interview, Justin, Jess and Zoe discuss the latest bev-alc news, including the re-emergence of hard sodas, GABF’s move outdoors and surprisingly positive scans to open the year.  

Listen here

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