BrewDog co-founder James Watt unveiled a 2nd attempt to reacquire the brand, 5 months after his 1st unsuccessful bid, which preceded Tilray Brands’ acquisition of the company in March.  

Details of the offer were not made public. It came from Watt via the Second Best brand he launched in May and an unnamed partner.

Tilray did not return a request for comment as of press time, and there has been no indication the firm is interested in selling BrewDog. 

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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

Brewbound Insiders are getting even more beyond Today’s Top Story, including full access to more headlines on Brewbound.com, such as:

• Free Spirits Ditches The Wellness Pitch For Cocktail Culture

• July 4 Lift Still Leaves Bev-Alc Sales in the Red, per NIQ Weekly Scans

• NIQ: Finding Opportunity in a Shifting On-Premise Market

Plus, the Brewbound Insider Newsletter has additional news recapped before it hits our site. Today’s edition includes details on People Moves at Blake’s Beverage and VIP, as well as A-B’s big summer campaign for its spirits-based RTD brand Cutwater. 

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As companies across CPG run toward wellness, 1 alcohol replacement brand is backing away from it.

The Free Spirits Company has overhauled its packaging, formulas and messaging across its full lineup of zero-proof spirits and RTD cocktails, repositioning the 5-year-old brand toward the cocktail ritual itself.

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Fourth of July appeared as a small blip in off-premise scans, despite the holiday’s widely promoted 250th anniversary, according to the most recent weekly report from market research firm NIQ. 

Total bev-alc off-premise dollar sales declined 3% YoY in the L4W ending July 4, while volume declined 4.9%. 

Week-over-week (WoW), Independence Day provided a big boost to bev-alc sales (+19.9% WoW, to $2.6 billion). However, YoY comparisons barely moved compared to the 4-week period leading up to the holiday. 

Dive deeper into segment- and brand-level performances across both beer and prepared cocktails. 

Craving more data? Nombase, our Insider-exclusive resource hub, has a new NIQ report diving into on-premise data through the first few weeks of Q2. 

The 17-page deck reveals continued volume pressure for beer, and varied performances across segments, formats and occasions. 

Access the full report

Beer remained an outlier among bev-alc, with June price increases nearly keeping pace with overall inflation, according to the latest CPI report.

Overall inflation (+3.5% YoY) slowed compared to May (+4.2%), and all bev-alc metrics hovered beneath that threshold, but beer came closest to it. 

The CPI for beer both at home and away from home increased 3.1% YoY, higher than the other 2 mega bev-alc categories in both channels. 

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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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