Why did Nutrabolt make an energy drink that tastes like a beer? Nutrabolt SVP of marketing Emily Hoyle – a Pabst Brewing vet – explains on this week’s Brewbound Podcast. She discusses the strategy of trying to reach beer drinkers who need a jolt of caffeine and non-beer drinkers who want a citrusy-beer fix. The crossover, dare we say convergence, drew a lot of eyeballs to our initial report.

Plus, expect additional insights on the hard sports drink market, including Boston Beer’s national push for its vodka+ade Rally Dog and Mark Anthony’s entry with RefreshAde. Note, Boston Beer reports Q3 earnings this Thursday. 

We’ll also catch up with Three Floyds on the decision to bring a Dark Lord variant to retail as part of its 30th anniversary celebration.

Beer remains the top priority for distributors. If you attended last week’s NBWA’s Annual Convention, that statement might be a little eyebrow-raising given the event’s most visible supplier sponsors (vodka RTD makers and a THC-infused beverage) or Product Showcase lineup (a lot of spirits products). 

But on stage, 5 distributors offered a reality check: Beer still drives the top of the business, even if brands such as High Noon, Carbliss and Surfside have helped fill the gap. 

Catch up on what top distributors are saying coming out of the NBWA’s biggest meeting of the year. 

Early registration pricing for Brewbound Live ends this Friday, Oct. 23. Brewers, bev-alc leaders, distributors, retailers and investors gather December 9-10 in L.A., and those who register by Friday save $100 per ticket.

Past attendees credit Brewbound Live with investor connections, a sharper business focus and lasting industry friendships:

“Some of our key early investor interactions were at Brewbound and BevNET events. In 2016, when nobody wanted to talk about NA beer, I met one of our first investors, Darren Rovell, who was a panelist at a Brewbound event. We talked after his panel, and he immediately understood our concept.” – Bill Shufelt, Co-Founder, Athletic Brewing

Learn more & register

The Milwaukee Brewers are headed to the World Series, and Brewbound Insider’s Week in Beer newsletter writer Sean McNulty is calling on the beer industry to take advantage, including the city’s hometown hero, Miller Lite. 

Check out more from the latest issue, with plenty of GIFs (as always). 

Catch up on the top stories of the last week. Become a Brewbound Insider to get full access to these stories and more.

• Stone Co-Founders Greg Koch and Steve Wagner to Take Over Former Escondido Location, Open Independent Restaurant

• White Claw Maker Enters Hard Sports Drinks with RefreshAde as More Players Join the Field 

• TailGate Brewing Acquires Yazoo’s Madison Brewery; Yazoo Production to Continue

• Hemp Beverage Alliance ‘Optimistic’ Pre-Ban Federal Solution Emerges, But ‘Miniature Prohibition’ Possible

• RNDC’s Remaining Michigan Operations Find New Ownership, Pending Court Approval

Craving more? 👉 See what Insider members get access to.

Want to share news or tips? ✉️ Submit a press release or reach out to news@brewbound.com.

Interested in other beverage coverage? 👀 Check out the BevNET Daily Briefing covering the broader beverage industry, including energy drinks, cannabis and other NA beverages. Want to stick to the hard stuff? Subscribe to our Spirits Newsletter (published every 2 weeks). 

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