The domestic beer supply was in the red in 2024, declining -1.8%, as June through September marked an atypical summer selling season, leading to a rougher 2024 for the beer category, according to the Beer Institute’s full-year report. 

Brewbound Insiders are diving into all the numbers, including domestic shipment numbers, state-level data and imports. 

Insiders are also:

• Finding out where a familiar face is landing in Wisconsin with a global brewing giant;
• Digging into the latest Super Bowl survey from Numerator;
• Watching Boston Beer’s regional Super Bowl spot for Sun Cruiser and learning about a major move to boost sales;
• And getting a look at Tilray’s latest economy play.

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What’s life like for the Anheuser-Busch distributor in one of the country’s biggest party towns ahead of one of the beer industry’s biggest days? 

Ahead of Super Bowl LIX, Brandon Frederick, VP of sales; Greg Naquin, director of off-premise sales; and Kris Cutrell, director of on-premise sales walk through the preparations for the big game in New Orleans, the expectations placed on them, the biggest pain points and much more. 

Plus, the Brewbound team recaps the latest news, including why beer is expected to be the winner on Super Bowl Sunday, how many Dry January adherents stuck to their abstinence pledges and a first-hand report from Lagunitas’ annual Dog Pile distributor meeting.

This week’s game of Another Round or Tabbing Out tackles the slate of Super Bowl ads from Molson Coors and Anheuser-Busch, as well as Splitting the G copycats. 

Listen here or on your preferred podcasting platform. 

Japanese brewing giant Asahi has enlisted Molson Coors vet Paul Verdu to serve as managing director of Asahi Beer USA and Octopi Brewing in the U.S, the company announced today.

Verdu has served as president of Lake Louie-maker Wisconsin Brewing Company for the last three years, helping transform the craft brewery’s business with the addition of co-packing that took its total volume beyond 90,000 barrels in 2024, after doubling in 2023.

Insiders can read more about Verdu’s appointment, Asahi’s $35 million investments in its U.S. operations and additions to its workforce.

Total U.S. beer supply ended 2024 down -1.8%, the Beer Institute (BI) reported Wednesday in the trade group’s latest round of economic reports.

The four months from June through September accounted for 87% of the volume decline versus 2023, with an atypical summer selling season. The remainder of the year followed similar patterns to 2023, according to BI chief economist Andrew Heritage. 

Insiders can read more, including how beer imports shook out in 2024 and state-level stats.

More Super Bowl LIX viewers plan to buy beer than other bev-alc options for their game-watch celebrations, according to consumer research firm Numerator.

Insiders can read more about consumers' beverage buying plans, which commercials Super Bowl watchers are most looking forward to and the brands Chiefs and Eagles fans are choosing.