Beer production and wholesaler supply levels have started to match up over the last 12-18 months, suggesting a divergence from the “out-of-whack” inventory trends that started in 2019, according to National Beer Wholesaler Association (NBWA) chief economist Lester Jones. 

However, things could go off track again, should bev-alc production continue to outpace consumer demand. 

“If you haven’t been paying attention, the industry is not doing well,” Jones said during a webinar last week. 

Insiders can read more, including which data point Jones finds “mind boggling.”

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The Brewers Association (BA) has shared the programming schedule for September’s Great American Beer Festival in Denver. The trade group shared that 40,000 attendees are expected across four sessions of the three-day event. 

The BA shared the lists of breweries and beers from more than 500 participating breweries and pop-up taproom spaces that will be at the event. Follow the links for a preview. 

Also this year, 20 breweries will be pouring beyond beer offerings, including hard seltzer, cider and hard kombucha.

Taproom areas include:

• The Alcohol-Free Oasis, where non-alcoholic beer and hop waters will be served from 20 breweries;
• A Wish You Were Here area, featuring 23 breweries that couldn’t attend this year’s festival;
• An International Pavilion, via a partnership with Elite Brands, featuring international offerings for the first time in festival history;
• A Gluten-Free Garden, presented by Holidaily Brewing, offering gluten-free and gluten-reduced beers from 11 breweries.

Other taprooms will feature medal winners, state guilds and pro-am collaborations.

Members of the National Black Brewers Association will also be on hand pouring their beers. And the BA is bringing back “Meet the Brewer,” featuring 28 breweries. 

Sponsor activations this year include: 

• A Southwest Airline lounge featuring in-flight snacks and charging stations;
• Pretzel necklace-making with Snyder’s of Hanover;
• Free chocolate samples Thursday night from Russell Stover;
• And Schilling Hard Cider pouring 16 ciders at their booth.

Tickets are still available for all sessions of GABF (September 21-23).

Three more craft breweries are joining the college sports sponsorship tailgate party. 

Oklahoma City’s Coop Ale Works announced a deal with Oklahoma Athletics to make Schooner All-American Ale the “official craft beer” of the University of Oklahoma Sooners.

The beer is a 4.7% ABV blonde ale named for the Sooner Schooner wagon that rolls across the football field following scoring drives. 

Schooner All-American Ale will be sold at Gaylord Family Oklahoma Memorial Stadium in Norman, as well in off-premise retailers in 16 oz. single-serve cans and 6- and 12-packs of 12 oz. cans beginning this week.

Louisville, Kentucky’s Gravely Brewing is partnering with the University of Louisville on Cardinale blonde ale (4.8% ABV), which will be the “official craft beer of the Louisville Cardinals.” The beer will be sold at Gravely’s taproom and in off-premise retailers, including Kroger and Liquor Barn, and on-premise restaurants. 

Cardinale will also be sold at home games, including the first football game of the season at L&N Stadium on September 7. Additionally, Gravely’s partnership will include in-venue promotions with the university’s various sports programs, including advertising and promotions on the U of L Sports Radio Network, digital ads and social media. 

Athens, Georgia-based Creature Comforts has formed a multi-year partnership to become the official craft beer of Georgia Athletics with the University of Georgia Bulldogs. Via the partnership, Creature Comforts will be able to use Georgia Athletics’ marks and logos on packaging, including Classic City Lager and Tropicália IPA, as well as in marketing materials, with the campaign tagline of “Go Dawgs, Sip ’Em.”

Creature Comforts Athens taproom will be the “Official Taproom of UGA Athletics” and host watch parties during Bulldogs sporting events.

Brewbound Insiders are reading additional insights from NBWA chief economist Lester Jones, including the one stat he finds most disturbing. 

Insiders are also reading:

• An update on a Virginia judge’s ruling on two wholesalers’ challenge to Boston Beer’s appointment of Blue Cloud as its Hard MTN Dew distributor;
• A look at Eggo’s entry into the beverage-alcohol fray;
• Guinness’ new 0 campaign with two American football stars.

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Brewbound’s Brew Talks Denver meetup will (unofficially) kick off the Great American Beer Festival weekend with conversations with industry leaders and networking on Thursday, September 21, from noon to 3 p.m. MT at Cervantes Masterpiece.

The conversation will discuss the challenges facing draft beer and strategies for improving draft trends.

Panelists include:

• Dogfish Head co-founder Sam Calagione
• Buffalo Wild Wings director of beverage strategy & innovation Jason Murphy
• Tamarron Consulting co-founder and president Lori Scheiffler. 

Additional speakers and talks will be announced in the coming weeks. 

Tickets are available now.

The Brewbound Live business conference returns December 6-7 in Marina del Rey. Speakers and conversations to be announced in the coming weeks. 

Registration and the discounted room block is now open. Find out more details here.