Deschutes Founder/Owner Gary Fish said “For the last 35 years, Black Butte Porter has been the best-selling porter in the nation and Briess has been key to that success”.  We couldn’t agree more. Click to hear Deschutes’ story. Learn More.

Beverage-alcohol industry trade groups didn’t hold back in their feedback to the Interagency Coordinating Committee on the Prevention of Underage Drinking (ICCPUD) about recent changes to the process by which the Dietary Guidelines Advisory Committee (DGAC) evaluates alcohol’s place in the Dietary Guidelines for Americans (DGA).

Comments from the Beer Institute (BI), Brewers Association (BA), National Beer Wholesalers Association (NBWA) and Distilled Spirits Council of the United States (DISCUS) come amid a broader discussion about alcohol consumption. 

The DGAC – a collaborative effort from the U.S. departments of Agriculture (USDA) and Health and Human Services (HHS) – meets every five years to revise the guidelines. In recent months, bev-alc trade groups have circled their wagons in opposition to the DGAC’s diversion from its usual process concerning alcohol consumption guidelines. 

This year, alcohol has been separated from the DGAC’s work and is being examined in two separate reviews, one by ICCPUD, which has been the focus of the groups’ comments, and one by the National Academies of Sciences, Engineering and Medicine (NASEM).

Similar themes weave through the groups’ letters to Robert Vincent, the reports clearance officer for the Substance Abuse and Mental Health Services Administration (SAMHSA), ICCPUD’s parent organization. They include allegations that ICCPUD, which was created by the 2006 Sober Truth on Preventing Underage Drinking Act (STOP Act), is operating beyond its scope, duplicating NASEM’s work and lacking transparency.

NBWA president and CEO Craig Purser wrote: “Despite the well-established record on congressional intent, the clear directive expressed in the STOP Act and the lack of historical precedent for providing input into the DGA process, ICCPUD is currently engaged in the 2025-2030 DGA review, including its proposed study on adult alcohol intake. This expansion of authority clearly exceeds its original mandate and is a diversion from its national leadership on underage drinking concerns.”

In their joint letter, BI president and CEO Brian Crawford and BA president and CEO Bob Pease called out the disparity between ICCPUD’s focus on underage drinking and the DGA’s historic exclusion of minors from people who should drink.

They wrote: “The policy and program development authorized by the STOP Act does not extend beyond underage illicit drinking and illegal underage access to alcohol. The STOP Act does not mention the DGA, which is not surprising, given that the DGA historically has included those ‘under the legal age for drinking’ as people who should not drink at all. 

Insiders can read more about the trade groups’ opposition to the review process, plus comments from the Distilled Spirits Council of the United States.

Eric LeGrand’s life was changed in 2010, when he became paralyzed while playing football as a defensive tackle for Rutgers University. The end of his athletic career marked the start of his entrepreneurial path, leading to his latest venture launched last year: Eric LeGrand Bourbon. Created with spirits entrepreneur Brian Axelrod, co-founder of Chica-Chida Tequila, and formerly a part of Proper No.Twelve and D’Ussé Cognac, the brand aims to end the stigma that those with disabilities aren’t able to enjoy the finer things in life.

As his brand expands further out of its New Jersey homebase to New York and Massachusetts, we chatted with LeGrand about how a purpose-driven brand competes in a saturated category, what strategies he’ll use to extend awareness outside of his home turf, and where the lessons he’s learned from other businesses play a role in spirits.

It seems like you’re a hometown hero, but for those who don’t know you and as you expand your distribution, how are you getting your story across in the few minutes someone may be deciding on what bourbon to buy?

Eric: We made our bottle very descriptive of my story on the bottom of the label and then we also have a little piece on the back of our first bottle run, which shows that $5.20 from every case that we sell goes back to the Christopher & Dana Reeve Foundation, which is taking care of the people in the paralysis community as we look to find a cure.

It’s also a big deal to get on the cocktail menu as well. People might know Bulleit Bourbon and Maker’s Mark, so if they see my name and they don’t know my story, they might want to look it up.

Within New Jersey, how have you leveraged your name in the community to expand the business?

Eric: The first year we went heavy into off-premise accounts, getting into a lot of liquor stores so people could buy the bottles off the shelf. Once we are able to get in front of retailers and tell my story, they want to support me. I also hear from people who are new to bourbon and tried it because of me, so that’s an incredible thing to share.

People also call me the collab king. I love to collaborate with all different restaurants or businesses that want to support the brand. We partnered with Talercio’s Deli that came up with a branded sandwich using the bourbon for a peach barbecue sauce and we worked with Nicholas Creamery, which made a peanut butter whiskey flavor for the summer. Our goal is to get people on the ground in other states to set up similar events.

Insiders can read more from LeGrand, including his brand’s partnership with Rutgers Athletics, the department’s first spirits deal.

E-commerce retailer Gopuff has partnered with fellow Philadelphia company Yards Brewing on Gopunch Blue Raspberry Hard Elixir.

The 6% ABV hard seltzer is available in 12 oz. can 6-packs for $12.99 via the Gopuff app and website in Philadelphia, as well as the brewery’s taproom. 

For Gopuff, the collaboration is part of its private label strategy.

This marks the “largest-scale collaboration” in Yards’ history, the companies said. Gopunch was two years in the making, culminating in a product with a “sweet, citrusy, and fruity profile with notes of raspberry, lemon, and lime,” per the press release.

Yards founder Tom Kehoe said in the announcement: "Partnering with Gopuff was a natural fit for us at Yards. Both founded in Philadelphia by college best friends, we hold strong commitments to the local community, uplifting local businesses, and driving innovation on behalf of our customers. We’re thrilled to begin bringing Gopunch to customers and look forward to continued collaboration with the Gopuff team."

Party punch maker BeatBox has added former New Belgium CEO Christine Perich as a strategic advisor. 

The Austin, Texas-based ready-to-drink maker also added Toby David, a founding executive team member at energy drink company Celsius Holdings, to its board of directors. 

Perich said in the announcement: "The creativity and leadership at BeatBox are truly inspiring, and I look forward to contributing to their exciting journey."

David added: "BeatBox has made a significant impact in the beverage market with its innovative products, packaging, and marketing. I am eager to contribute to the next phase of the company’s growth."

After a three-year hiatus, Tilray Brands is reviving Shock Top Twisted Pretzel.

Shock Top Pretzel (5% ABV) is hitting store shelves now in 6- and 12-packs, as well as draft. The seasonal release is being framed as an alternative to pumpkin spice season. 

Speaking of pumpkin beer, Michigan’s Griffin Claw Brewing’s Sreamin’ Pumpkin ale (5% ABV) is on the way. 

The Detroit breweries said it’s producing 1,200 cases and 500 kegs to meet demand. 

Sixteen oz. can 4-packs are expected to begin showing up this month in 1,265 stores in Michigan, including Kroger and Meijer grocery stores, as well as independent retailers. 

The brewery made headlines last month when it filed for Chapter 11 bankruptcy protection to restructure its ownership.

World of Beer has filed for Chapter 11 bankruptcy protection, in an effort to reorganize. Brewbound managing editor Jess Infante shares details of the filing and what it means for craft breweries. 

Jess and Brewbound editor Justin Kendall also review the latest earnings reports, including Anheuser-Busch InBev cycling the anniversary of the Bud Light boycott, how A-B is faring in the U.S. a year later, and the fallout being felt by one of its top competitors, Molson Coors, and one of its biggest supply chain partners, Ball Corporation. 

Jess and Justin also reveal how little they know about soccer, and discuss car trips with toddlers and adjusting to a new puppy. 

Listen here or on your preferred podcast platform. 

At Brewbound Live in Marina del Rey on December 11 + 12, beer and beverage-alcohol companies can participate in retailer One-to-One meetings with ExtraMile Convenience. The buyer will be available for private, pre-scheduled meetings, and brands will be selected at the retailer’s discretion.

ExtraMile Convenience is a successful, industry-recognized c-store brand with more than 1,000 franchised convenience stores in California, Oregon, Washington, Idaho, Utah, Nevada, Arizona, Alabama, and Mississippi. The growing ExtraMile network leverages experience and efficiency of scale to deliver “extra” value.

Meet with Michelle Abdollah, the Category Manager of Alcoholic Beverages, during Brewbound Live. Michelle is a seasoned retail expert with over 15 years of experience in merchandising and operations. With a proven track record of driving growth and profitability, Michelle has honed her skills through various leadership roles at 7-Eleven and Target. Her expertise has earned her recognition as one of the Top Women In Convenience by Convenience Store News in 2024.

Beer and beverage-alcohol professionals attending Brewbound Live can also meet with Whole Foods beer category buyers, with additional retailers to be added soon!

You must be registered for Brewbound Live to be considered for a retailer meeting. Once you register for the event, you will receive an email with instructions for signing up.

Register for Brewbound Live 2024.