Anheuser-Busch InBev’s (A-B) beyond beer offerings make up just 2% of the company’s global business, but driven 2/3 of its incremental growth. So, the company is leaning in, with a strategy honed by its learnings from spirits-based RTD brand Cutwater Spirits. 

A-B leadership detailed that strategy Thursday during a call with investors and analysts. In today’s Brewbound Insider Newsletter and on Brewbound.com, Insiders are getting the scoop, including why premium products and “consistency” are key to growth. 

Insiders are also reading about:

• Q3 on-premise draft and packaged beer trends, per BeerBoard;
• The latest celebrity to join the NA beer market;
• The acquisition of Atrium Brewing;
• Funky Buddha’s new THC beverages;
• And why the youngest LDA consumers may not be inclined to acquire a taste for beer.

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Anheuser-Busch InBev’s (A-B) business continues to be primarily driven by its core traditional beer brands, but the company believes it can also be a leader in NA and beyond beer, CEO Michel Doukeris shared Thursday during the company’s Q3 earnings call with investors and analysts. 

As previously reported, A-B had a soft Q3, with U.S. shipments declining 2.7% YoY and depletions down 2.5%. But one brand that remained in growth was A-B’s spirits-based RTD cocktail brand Cutwater Spirits (Q3 dollar sales +73%), which increased revenue and volume triple-digits and was the No. 1 share gainer in the spirits category in August and September, Doukeris shared.

Insiders can read more about A-B’s beyond beer and NA strategy, as well as a recent major sports sponsorship announcement.

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Consumers’ on-premise spending may be strong, but volumes of draft beer and packaged goods declined at bars and restaurants during Q3, according to on-premise insights firm BeerBoard.

Draft beer volume declined 1.8% between July 1 and September 30 YoY. Cans and bottles fared even worse, dropping 5.1% compared to Q3 2024. 

Insiders can read more about top draft brands and share gainers and check out the top brands in package in both traditional beer and beyond beer. 

Bars, restaurants and social gathering spaces are beer’s “moneyball” opportunity, National Beer Wholesalers Association VP of analytics and chief economist Lester Jones shares during the latest edition of the Brewbound Podcast.

Jones is the first of 2 interviews this week. Adam and Amanda Kroener, the founders of spirits-based cocktail brand Carbliss, also join this week’s podcast to share their slow approach to brand building and goal of becoming a national brand. 

First, Jones explains why the on-premise channel remains the key to unlocking wins for brewers.

Jones says: “We can go looking for home runs all day long, but at some point, you’ve got to have the base hitters. You gotta have the guys when they step up to the plate, you’re gonna move the game forward.”

Then, the Kroeners discuss their methodical approach to brand building and why it has worked for the family-owned and run Midwestern-based canned cocktail brand. They also dish on Carbliss’ entry into warm weather markets such as Florida and being one of the most successful brands that people have never heard of. 

Before the interviews, Justin, Jess and Zoe recap the latest industry news, including Brooklyn Brewery outsourcing sales to U.S. Beverage, BeatBox’s forthcoming Chillitas line, Surfside’s lawsuit against Anheuser-Busch InBev over Skimmers hard tea and George Clooney joining the non-alcoholic beer game.

Listen here or on your preferred podcast platform. 

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