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Destihl Brewery Founder & CEO Matt Potts said “We’ve been able to brew award-winning beers with Briess Malt year after year”. When a brewery wins two golds and a bronze in the same year, you know the malt behind it matters. Click to hear the rest of the Destihl story. Learn more

Bev-alc sales were a bit tepid this July 4 as a holiday heat wave hit much of the U.S., according to the latest weekly off-premise scans report from market research firm Circana.

Total bev-alc dollar sales were about flat (+0.1%) in the week ending July 5 compared to the same week in 2025, Circana reported. Meanwhile, volume declined 1.6% YoY. 

Trends were improved compared to the Fourth of July holiday period in 2025, when both bev-alc dollar sales (-2.5%) and volume (-4.2%) were in the red versus 2024. 

Scanlon’s Opitimism: “Despite only being +0.1% comps [versus] prior year, green is green and always a welcomed sight especially given the very challenging weather across the country, especially in the Midwest and Northeast,” Circana EVP of BevAl Scott Scanlon wrote. 

The Category Breakdown:

• Beer dollar sales -1.1% YoY, volume -2.4%;

• Wine dollar sales -2.6%, volume -4.3%;

• Spirits dollar sales +6.4%, volume +10.6%;

• RTDs dollar sales +1.2%, volume -3.3%.

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NOCA continues to outpace the FMB segment, with additional chain retail gains coming this fall.

NOCA is riding 30% shipments and depletions growth this year and is expecting to surpass 1 million cases. 

The addition of 700 new placements in Kroger grocery store banners later this year will add to that growth, NOCA chief commercial officer Andrew Norlin told Brewbound. 

The Impact: “We’re really starting to make some headway with some of these major retailers at pace. To pick up that amount of distribution in a retailer like Kroger really shows meaningful growth, not only to how they're investing in us, but gives our distributors confidence,” Norlin said.

Read more about NOCA’s growth and expansion plans

Brewbound Live will return to L.A. this December 9 & 10. The conference for beverage-alcohol professionals will feature 2 packed days of insights, conversations and networking at the Marina del Rey Marriott.

This Year's Keynote: Allagash Brewing Company founder Rob Tod and VP of human resources & organizational development Celine Frueh will give this year’s keynote address.

Crafting Company Culture: The duo will share how the Portland, ME-headquartered craft brewery has created and nurtured a company culture that is the envy of the industry. They'll explain how investing in and staying true to its culture has been a foundational piece in building Allagash into a top 20 craft brewery.

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

Register today

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