Brewbound Insiders are learning about what creates a brand’s “soul,” and why it’s important for creating brand loyalty, according to Aura Bora co-founder Maddie Voge and art director Jesse Howell. Brewbound reporter Zoe Licata has all the details from the duo’s presentation at Stout Collective’s BOPP Beer Design Conference held last week in Chicago. 

Insiders are also:

• Getting an update on a legal dispute between No-Li Brewhouse and Tilray Brands;
• Reading about more changes and layoffs affecting a Tilray-owned brand;
• Learning who is the new owner of Ace Cider following Vintage Wine Estates’ bankruptcy and auction;
• Diving into new beer selling privileges in California;
• And checking out the latest limited-edition offering from Boston Beer’s Truly Hard Seltzer.

Insiders also have access to the Brewbound Newsletter Archive, including previous newsletter-exclusive Insider content.

Become a Brewbound Insider today!

Or, be in the know on all food and beverage news from Brewbound, BevNET and NOSH with Insider All Access.

Not all “beloved” CPG brands have soul, but all brands with soul are beloved, according to Jesse Howell, art director for sparkling water brand Aura Bora. 

Howell and Aura Bora co-founder and creative director Maddie Voge spoke during Day 2 of Stout Collective’s BOPP Beer Design Conference in Chicago. The duo walked through the creation of Aura Bora’s recognizable branding and “world-building” – including lovable creatures and food-themed lands – and how that “soul” is translated to consumers. 

Insiders are learning the three pillars of building a brand's soul, and how they help shape marketing materials, packaging decisions, social media presence, collaborations and more.

Ace Cider founder Jeffrey House has been outbid in his attempt to reclaim the brand after its parent company Vintage Wine Estates (VWE) filed for Chapter 11 bankruptcy protection in the U.S. Bankruptcy Court for the District of Delaware, according to the North Bay Business Journal.

As Playa Capital Ace Holdings, House and equity partner Playa Capital Partners entered a $4 million stalking horse bid in the auction for VWE’s many subsidiaries, which are mostly wineries. 

The $7.63 million winning bid is from Cider Leasing LLC and Ace Cider I LLC, which are affiliated with Cleveland-based R.L. Lipton Distributing, a beer distributor whose portfolio includes offerings from Constellation Brands and FIFCO USA. 

Insiders can read more about Playa Capital Ace Holdings’ backup bid designation and the brand’s 2021 sale to VWE.

The Brewbound team is hosting a free beer industry happy hour on Sunday, September 29 from 4 to 6 p.m. PT at The Church by The Lost Abbey in San Diego! Kick off NBWA with us in downtown San Diego with industry networking, Lost Abbey beers and light appetizers.

Industry professionals within the beer and beyond industries are invited to attend the free happy hour. Prior registration is required.

Here are the details:

Date: Sunday, September 29, 2024 

Time: 4–6 p.m. PT

Location: The Church by The Lost Abbey (1313 J St, San Diego, CA 92101)

Learn More + Register for Free >>

Headed to NBWA that week? The Brewbound Podcast hosts, Jess, Justin, and Zoe, will be recording podcast interviews on the show floor. Visit our Brewbound Podcast studio located in the Product Showcase area for a unique opportunity to connect with our Brewbound team in-person as they discuss the latest trends, industry insights, and interview key players in the world of brewing.

Want to schedule some time to chat during the show? Email us at podcast@brewbound.com.

Middle-tier leaders from across the country will give a pulse check on industry trends during the Brewbound Live business conference December 11 and 12 in Marina del Rey, California.

Rebecca Maisel, SVP legal & government affairs, Gulf Distributing; Lauren Doll-Sheeder, managing partner, Doll Distributing; and Jennifer Grant, GM and VP, Markstein Sales, will discuss what is and isn’t working in their markets, which products they’re interested in and how they’re diversifying their portfolios in a rapidly changing beverage business.

They’ll share their views on the future of beer and beyond beer offerings, including how Delta 9 beverages are playing in their markets; what they’re hearing from retailers; how the battle for the cold box is shaking out and how suppliers can best work with their teams.

Tickets for Brewbound Live are available now.

Others speakers announced so far include:

• Natalie Cilurzo, Russian River Brewing co-owner;
• Lester Jones, NBWA chief economist and VP of analytics;
• Jennifer Hauke, Draftline Technologies founder;
• Zech Francis, BeatBox Beverages SVP of global marketing;
• Rebecca Dye Yonushonis, New Belgium Brewing CMO;
• Lindsay Kunkle, Foresight Factory director, head of U.S. Consultancy;
• Arthur Moye, owner and CEO of Full Circle Brewing;
• Kaleigh Theriault, director of thought leadership, beverage alcohol vertical, NIQ;
• Brian “BK” Krueger, VP of business development and portfolio strategies, Bump Williams Consulting;
• Peter Skrbek, CEO, Deschutes Brewery.

Additional speakers will be announced in the coming weeks.

Several new high ABV offerings are on their way to convenience store doors in 2025. The Brewbound team discusses the latest slate of offerings from Molson Coors that trades on three of their established brands: Blue Moon Extra, Topo Chico Max and Simply Spiked Bold. 

The team ponders the timeliness of new singles hitting convenience and the prospects for these. 

Jess, Zoe and Justin also discuss the latest news, including JuneShine’s non-alcoholic kombucha play, job openings at the Brewers Association and California Craft Brewers Association and why the numbers say your brewery will likely survive. 

Plus, deep thoughts on greetings and F1. 

Listen here or on your preferred podcast platform.