Martinelli’s, one of the biggest names in NA sparkling and still apple juice, is throwing its hat into the growing hard cider ring. The company’s return to bev-alc 157 years after its founding is its way to bring some of the youngest LDA consumers back to the brand once they’ve outgrown its NA portfolio. 

In today’s Brewbound Insider Newsletter and on Brewbound.com, Insiders are reading details on 1868 Hard Cider’s lineup, distribution strategy, and lessons learned so far from Martinelli’s president and CEO Gun Ruder. 

Insiders are also reading about:

• 3 new bev-alc creations from Sazerac and Andrews Distributing;
• How Shark Tank investors responded to Dad Strength;
• And Circana weekly scans through September 21.

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In its 157-year history, Martinelli’s has become a staple in many U.S. households; from its squat 10 oz. apple juices that fit conveniently into kids’ lunch boxes, to its green sparkling cider bottles that allow consumers of all ages to toast and celebrate without booze. 

But the company realized it had a problem: Consumers were forgetting about the brand. After consumers grew up, Martinelli’s became more of a memory or nostalgic reminder of their childhood, and a brand they wouldn’t reach for again until they had kids themselves. And then the cycle would begin again. 

President and CEO Gun Ruder told Brewbound: “As we look at our future as Martinelli’s, our core business is strong and we love the core, shelf-stable 100% juice business. As we think about the sustainability of the brand, our ability to remain family-owned and resilient and relevant for generations to come, innovation is going to be more and more important for us.”

Enter Martinelli’s 1868 Hard Cider. 

Insiders can read more about Martinelli’s hard cider strategy, distribution expansion plans and how the company is navigating the 3-tier system for the first time. 

Sazerac has partnered with Molson Coors-aligned wholesaler Andrews Distributing on 3 new RTDs in TX, adding a regional portfolio to the spirit company’s expanding RTD business.

The brands offer different styles as well as distribution opportunities:

• Nuestro is a 5% ABV malt-based beverage inspired by Mexican cocktails, reflecting the flavor profiles and branding found in many Hispanic grocery accounts in Andrews’ territory;
• Vamos is a 11% ABV wine-based “party punch” in tetra packaging that “taps into early 2000s party nostalgia,” mimicking category-defying leader BeatBox;
• Brightway is a 5% ABV vodka cocktail with 0 carbs, 0 sugar and 100 calories.

Insiders can read more, including details on package formats, and distribution and marketing strategies. 

The sharks were biting on low-ABV on the season premiere of ABC’s Shark Tank. Dad Strength, the maker of 2.9% ABV IPAs, generated interest from four of the show’s investors. 

Founders Ryan Kutscher and Craig Carey offered the sharks 5% of the business for $250,000, putting a $5 million valuation on the brand. 

Insiders can read more to see what the sharks were offering.

Off-premise bev-alc dollar sales lingered in the red for another consecutive week, down 2.8% YoY, according to market research firm Circana’s weekly report for the 7-day period ending September 21.

At $1.355B, bev-alc sales were flat WoW in absolute dollars, Circana EVP of BevAl Scott Scanlon wrote in the latest report. Total bev-alc volume declined 4.1% YoY. Beer category sales were $888 million for the week, a 3.3% YoY decline in dollars; volume declined 4.6%.

Insiders can dig into brand-level performance in the beer and RTD categories. 

This week on the Brewbound Podcast, Stateside co-founders Clem Pappas and Matt Quigley join Jess and Zoe for a conversation about Surfside’s performance this summer, as well as a look at marketing strategies for the vodka-based iced tea and lemonade brand for Fall 2025 and beyond. Look for the episode to hit your feed mid-week. 

Also this week, we’ll check in with Denver beer leaders for a pulse check on the city’s formidable craft scene as the Great American Beer Festival nears.

Why do chimpanzees like fruit so much? A new study says it’s the trace amounts of alcohol in the fruit that attracts them to it. 

In the latest Insider’s Week in Beer weekend newsletter, Sean McNulty points out that the volume of fruit chimps eat would make their alcohol intake equal to a beer or 2 a day for a human. 

Catch up on all the Brewbound headlines of the last week, as well as a hot take on helicopters, hot dogs and $15 beers at the Ryder Cup.

The application is now open for the Brewbound Live Pitch Slam, the leading business pitch competition for emerging beer, beyond beer, and adult beverage brands. The competition will take place during Brewbound Live 2025, held in Marina del Rey, December 10 & 11.

This year, the Pitch Slam gets a high-impact makeover: a new 1-day format, a tighter slate of finalists, and an intentional spotlight on innovation across RTDs, NA, cannabis, and beer categories.

The Brewbound Live Pitch Slam is open to early-stage adult beverage brands across beer, hard seltzer, hard cider, hard kombucha, RTD cocktails, THC-infused beverages and more. Whether you’re pre-launch with a product ready to sample or already in market for less than two years, we’re looking for disruptive brands with innovative concepts and the potential to scale. All applicants should be focused on the U.S. market and capable of providing packaged samples.

The deadline to apply is Wednesday, October 15, 2025. Space is limited. Apply Now >>

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