Welcome to Brewbound’s Inside Look at the Beer Business for the week that was … Saturday, March 9, 2024.

I’m beginning to think Jason Kelce may need to take up knitting in retirement, otherwise I’m getting concerned he’s just going to be asked to chug beer wherever he goes from now on. 

Granted, a first-world problem – and clearly he kicked Travis’ ass here #SuperBowlRevenge. But Jason, let’s talk ideas … Jess, feel free to jump in here.

AND: Remember – if you’re gonna be out at the California Craft Beer Summit in a few days, give the BREWBOUND crew a shout! podcast@brewbound.com

Justin & Jess will be on the summit floor each day recording pod interviews from the BREWBOUND PODCAST ON-LOCATION booth, and giving their award-winning, play-by-play commentary of the summit floor fashion on display in between recordings … so bring your A-game folks.

Who’s ready for a hard kombucha powerhouse, ya’ll? The company will control 63% of the hard kombucha market in the U.S., although at a new combined volume of 116K BBL, I’m pretty sure the Feds aren’t going to intervene.

JUNESHINE is not buying any actual FLYING EMBERS facilities, but rather the brand, trademarks and distribution rights in exchange for stock in JUNESHINE. Plus, some of the FLYING EMBERS sales team will join the company.

Like similar recent brand/trademark deals, no word on what’s gonna happen with FLYING EMBERS’ production facility.

Well, that’s novel. Yes, STONE is killing their Buenavida Hard Seltzer and Buenafiesta Margaritas lines, so let’s pour one out for hard seltzer & canned cocktails. Actually, I guess we can pour them all out, come to think of it. 🤷

STONE’s volume is +2% over the past 52 weeks through January 27, according to NIQ data.

COVID-19 effects and internal management disputes were blamed in the filing, and the brewery will continue to operate while the financial ledgers and debts get sorted.

The company bought the ALE ASYLUM brand about a year ago, which was a main factor in a lawsuit filed by KARBEN4 co-owner Alex Evans against the other two owners at the end of 2023, alleging “misappropriated corporate opportunities.”

SUNTORY GROUP

Senior Sales Director (CA) - San Francisco, CA

SURFSIDE

State Manager (AK) - Bentonville, AR

LORD HOBO

Look out Snoop, Eli and Samberg … it looks like CORONA has a new musician, pro athlete and actor trio! Latin music sensation Peso Pluma, former NBA star Carmelo Anthony, and one of the hottest actors in Hollywood, Pedro Pascal, are the brand’s new ambassadors, with Pedro as the lead ambassador (which I’m sure comes with a great T-shirt and headband).

The first new spot with the “Internet Daddy” will drop in May #CincoDeMayo.

AND: CORONA is releasing a new product called CORONA Sunbrew, which is made with real sun … err I mean real orange and lime juice and peels. #mmmPeels🤤

The 6-pack bottles and draft products will launch in Northeast test markets this summer.

PLUS: CONSTELLATION moved over 200 million cases of MODELO ESPECIAL last year. And boy is their back tired 🥁. I’m here all week, folks. They also have a 25% volume share of all beer sold in 7-Eleven stores, and 30% share of revenue (just under $1 billion).

As for this year’s marketing approach, 80% of MODELO’s linear TV advertising will be during sports programming, with $50 million alone earmarked for weekend football games this fall.

OH: CONSTELLATION is also projecting nothing but good times ahead, with an additional $3.4 billion of revenue on the horizon by FY28 compared to FY23, and net sales growth of +6% and +8%. So, get drinkin’ America!

Justin and Zoe speak with California Craft Brewers Association (CCBA) board member Alicia Barr (5050 Brewing Co.) and former director Peter Hoey (Urban Roots Brewery) on all things craft beer in the country’s largest market of California.

Plus, Jess and Zoe dive into new craft brewery Chapter 11 filings 😱, the JUNESHINE acquisition, and Women’s History Month.

Listen Here!

• The Teamsters approved their new A-B deal with an 86% approval vote. See ya in five years!

• MA and RI craft-focused distributors CRAFT COLLECTIVE and HOMEGROWN DISTRIBUTION have reached a tentative agreement to merge their operations. 

• Iowa’s BIG GROVE is adding Nebraska as their third state of distribution, with a new taproom coming in Omaha next year, their fifth one.  

• Add JONES SODAS to the list that, frankly I’m guessing we’ve all thrown out by now, of brands that have created boozed-up versions of their products.

This week’s beer is going out to 20-year-old Chilean beer commercials! Yeah, I bet you didn’t see that one coming either. 

Although, maybe not so much “commercials” … as copyright infringement – but dammit, I dare you not to get this “Cerveza Cristal!” jingle lodged in your head (send all thank yous my way at jkendall@brewbound.com).

Yes, the Internet has yet again belched up a gem from the past, as this 2003 ad campaign for a Chilean lager went viral in some circles this week, according to IGN. However, not among beer nerds per se, but rather Star Wars nerds (although I’m guessing that’s a pretty tight Venn diagram).

It seems the folks in the CERVEZA CRISTAL marketing department thought it was a great idea to edit shots of their beer (and super catchy theme jingle) right into Star Wars when the film aired on TV there in 2003 … and the amazing evidence has resurfaced, which incredulously won the brand’s ad agency an award at Cannes the next year. 🤯

So, enjoy saying the irresistible “Cerveza Cristal!” jingle while walking around your house this weekend to the confused, and eventually very annoyed looks of your family.

Slainté!  

-Sean McNulty 

(you can always reach me here on LinkedIn)