Welcome to Brewbound’s Inside Look at the Beer Business for the week that was … Saturday, September 6, 2025.

Despite what shelves look like at retail this week – it’s still a little early for Oktoberfest chatter, so let’s keep this weekend’s conversation to overpaid NFL players spitting on each other in true opening week fashion.

But … who could resist a little preparatory pretzel talk when it involves good ol’ SHOCKTOP! (and by SHOCKTOP, I mean the former A-B and current TILRAY beer – not Jess’ daughter in a world where she had gone with the name that I enthusiastically suggested).

Yes, our favorite mohawk’d beer is teaming up with AUNTIE ANNE’s to promote the brewery’s Twisted Pretzel Wheat beer in a sweepstakes where you can win co-branded schwag and $300 AUNTIE gift cards, because nothing says #goodidea like eating $300 worth of AUNTIE ANNE’s pretzels.

Look, we’re a little light on new football beer ad campaigns this season … so this is what we have to start September. I’ll start stocking up my fridge o’ Oktoberfest next week.

THEN: Thanks a lot, #bigbeer. Here’s where the OG top 4 stand in CIRCANA off-prem volume (case sales) through August 10, according to BMI:

• BUD LIGHT: -9.8% YoY
• MILLER LITE: -7.4%
• COORS LIGHT: -6.6%
• BUD: -7.8%

Combined, that’s -20M cases. The entire beer biz is -40.8M cases (-4.4%), so those 4 alone represent about 50% of the volume loss this year.

Hey – where you creepin’ off to there, imports? CORONA EXTRA and MODELO ESPECIAL are a combined -6M cases as well, or 15% of the decline.

BUT: Who has two thumbs and is likely drinking a draft beer? This guy 🙋‍♂️ in about 5 years. Yes, according to a new study from NIQ’s CGA with DRAFTLINE TECHNOLOGIES, here is the core draft beer drinking demo:

• 67% male/33% female
• 49% are 55+
• 85% are white

They’re also the “highest-spend customers with the most disposable income,” or as we call him around the BREWBOUND offices, Justin Kendall.

Ol’ moneybags himself has all of the details on what you need to know about the state of the draft beer consumer here.

Yes, the 25-year-old brewery is winding down operations at its CA brewing facility over the next 60 days, with the taproom’s timeline a bit less clear, and founders Shaun O’Sullivan and Nico Freccia are seeking a buyer.

This comes less than a week after the founders announced that they would be stepping away, and a new CEO would be coming in to build a platform of some sort. But the lender that they were working with this summer to do that ultimately decided against the idea due to industry trends, and here we are.

The brewery made 101k BBL in 2019 according to BA numbers, but was down to 23k BBL in 2024.

We have the first non-alc entrant from a NYC craft brewery (well, behind BROOKLYN BREWERY) that I’ve seen on shelves in town, from TALEA – who kept things on brand by going uniquely in the sour direction. 

Welcome to the (growing) NA section at my WHOLE FOODS!

FIFCO USA

Regional Chain Sales Director – Bentonville, AR

SERVICE BREWING CO

Production Brewer – Savannah, GA

FIDDLEHEAD BREWING

Well, I suppose the NBWA’s monthly BPI hitting an all-time low had to happen at some point … although I wouldn’t have pegged August 2025 as that date. But here we are.

Folks, meet the 27 total beer score for summer’s final month, down from 40 a year ago. As always, over 50 means an intent to order more, under 50 means less.

Yeah, this is just ugly across the board – just one category was above 40 (Imports at 43). Plus, I think we’re gonna need another tactic for Craft, because at 14 – our “giving it away” idea clearly isn’t working.

Kudos to Cider and FMB/Seltzer for at least beating their year-ago comps.

Yeah, looking at -0.8% for taxpaid beer shipments in July, according to the latest BEER INSTITUTE report. This leaves June as the only up month so far this year, which was … +0.3%. 

• NOTE: If you include imports, the July number falls to -1.9%, as imports were -5.1% YoY. 

But the May thru July total is -1%, so trends are at least holding steady over the summer months. Based on those latest BPI numbers though 👆, uh, we’ll see how August and September play out.

YTD is still -4.6% though, due to the horrible start to the year (January was -8.7% and February was -16.4%).

• MAINE BEER CO. founder Dan Kleban announced he’s running for a U.S. Senate seat in Maine, aiming to take on Republican incumbent Susan Collins. 
• 3 TIER BEVERAGES has a look at the state of the RTD market in its latest report, noting some signs of change in the velocity of growth.
• SIERRA NEVADA has seen some success in getting the numbers into the black in the L52W ending August 2, with sales +2.7% and YTD sales at +0.45. It’s also 2nd in dollar share growth this year at +0.38 points, only behind ATHLETIC’s +0.46.
• However, CONSTELLATION downgraded its FY26 beer biz forecast — putting sales -2% to -4% (vs. the previous flat to +3%). Beer operating income was also shifted to -7% to -9% (vs. flat to +2% previously).
• Knoxville, TN’s XUL BREWING CO is taking over SOUTHERN GRIST and its 2 Nashville locations. The deal is expected to close by end of year.

OK folks, the slight fall chill has started to appear in the air (I’m pretty sure Justin’s already thermal shopping) means it’s time to get those BREWBOUND LIVE tickets for December!

The team is bringing back the one-on-one meetings with retailers once again (including WHOLE FOODS, BREAKTHRU, SUNSET and HEIMARK so far) and assembling a great round of speakers already, with a lot more to come!

• Sophia D’Angelo, founder and CEO, Boston Experiential Group;
• Kaleigh Theriault, director of bev-alc thought leadership, NIQ;
• Andrew Hummel, director bev-alc vertical, CGA;
• Rosalie Kennedy, director of marketing, Athletic Brewing;
• Sam Hendler, co-founder and CEO, Hendler Family Brewing Company;
• Bourcard Nesin, analyst – beverages, Rabobank;
• Jon Halper, owner and CEO, Top Ten Liquors;
• Nick Firestone, CEO, Firestone Walker.

Hence – it’s time to book your hotel room and tickets here.

COLUMBIA DISTRIBUTING president and CEO Chris Steffanci, VP of sales, Portland Chris Watzig and former intern Rebecca Logan join the pod this week to dive into building the beer biz’s next generation of leaders with its Beer Careers Program.

PLUS: Jess’ paddleboard eventually brought her safely back to land to join Justin and Zoe on the pod to discuss:

• SIERRA NEVADA’s plans for 2026
• CONSTELLATION’s bad news for the FY ahead
• Jess’ encounters with an unexpected new class of Massholes, while she dreams of the easy livin’ we have on the Jersey Shore and creates new words for the group’s consideration.
• Zoe taking the blame for the L in her cornhole tournament as her darty crowd classes up the joint with a new beverage.
• Justin’s heretofore unknown karaoke skills as he shares his dulcet tones (thankfully something more age appropriate than “Pink Pony Club”) – also, Justin and I have a lotta things we need to discuss about the movie Weapons.

This week’s beer goes out to the Kelces – and they’re buying. For everyone.

Yes, it appears that TSwift podcast product placement really paid off … as GARAGE BEER is now valued at roughly $200M thanks to a new investment from DURATIONAL CAPITAL, although its exact stake was not disclosed other than the firm is now a “large shareholder.” Jason & Travis will remain owners and operators along with Andy Sauer.

Former CONSTELLATION exec Bill Hackett and former PABST exec Rich Pasucci are also both joining the company’s board.

The brand is on track to sell 300k BBL in 2025, yielding revenue in the $60M to $70M range, up from $20M in 2024.

Money which could, oh, maybe buy a nice pair of earrings to match a certain ring one of the owners recently bought? 🤔 Or ya know, maybe just another stylish recliner for one’s podcasting garage. Whatever works, fellas – kudos!

Slainté!

-Sean McNulty 

(you can always reach me here on LinkedIn)