Total bev-alc sales in off-premise channels (multi-outlet plus convenience) declined -4% week-over-week (WoW) in the week ending July 9, which included the July 4 holiday, according to Circana analyst Scott Scanlon.

The WoW decline “potentially” indicates many consumers did their July 4 bev-alc spending in the weekend leading up to the holiday (week ending July 2), Scanlon wrote in the market research firm’s weekly update. However, year-over-year (YoY) trends were positive, with dollar sales (+8.4) and volume (+3.6%) improving versus the same week in 2022. 

Beer recorded “significant” growth in the week, increasing dollar sales +8.3% and volume +3.3% YoY.

One week past the extended holiday weekend, beer is “still displaying growth, primarily due to Mexican beer,” Scanlon wrote in his latest report, released late Monday. 

• Last 52 weeks, beer dollar sales +3.1% YoY, above total bev-alc’s performance in the period (+2.8%);
• However, beer volume declined -2.9%, marking a larger volume loss than total bev-alc (-2.6%);
• Non-alc (dollar sales +33.8%, volume +23.5%), imports (dollar sales +17.7%, volume +13.2%) and FMBs (dollar sales +16.2%, volume +11.7%) were the best performing beer segments;
• The three segments were also the only ones to record combined dollar sales and volume growth in the last four weeks: non-alc dollar sales +32.9%, volume +22.1%; import dollar sales +14.8%, volume +10.8%; and FMB dollar sales +16.7%, volume +12.4%. 

Insiders can dive deeper into the report and brand specific performances, as well as the latest numbers for ready-to-drink canned cocktails and hard seltzers.

The July 4 holiday had an even stronger impact on on-premise sales this year, driving double-digit velocity growth throughout the week, according to CGA, a NIQ on-premise market research firm.

On-premise outlets recorded an average velocity increase of +47% on the July 4 holiday – which fell on a Tuesday – versus the previous week. Monday, July 3 (+35%) and Wednesday, July 5 (+38%) also recorded significant velocity gains versus the previous week.

Trends were more than double the increases recorded in 2022, when July 4 fell on a Monday. Last year, on-premise retailers recorded a +17% increase in sales velocity on the holiday versus a typical Monday in 2022.

CGA also shared on-premise performance for the latest week (ending July 15). Insiders can read those numbers here.

With Hooters becoming the first major U.S. restaurant chain to add Hard MTN Dew, we decided to dig deeper into the flavored malt beverage’s trends, via NIQ all outlet data provided by Bump Williams Consulting. 

Year-to-date (YTD) through July 8, Hard MTN Dew dollars sales are up +29% and volume up +23%, slightly outpacing the FMB segment averages of +21% dollars and +15% volume. The brand has received a bump from adding additional states this year.

Hard MTN Dew is the 16th best-selling FMB brand family YTD, down one spot compared to its finish in 2022. One reason for the drop is Monster’s The Beast Unleashed jumping into the top 15 (currently the No. 13 FMB YTD) with more than $38.4 million in sales.

Nevertheless, Hard MTN Dew holds a 1.3% share of all FMB sales (+0.1pt YoY), holding steady at where it finished last year;

The slow rollout and challenges in distribution for the Hard MTN Dew brand have put it at a disadvantage compared to other top-selling FMB brand families, shared Bump Williams Consulting’s Dave Williams. Hard MTN Dew is at around 14% national distribution compared to The Beast Unleashed (25%) and Simply Spiked (57%).

Boston Beer Company has appointed Diego Reynoso as its next chief financial officer and treasurer, the company announced Monday.

Reynoso, a former Constellation Brands executive, will take over the role on September 5, replacing Frank Smalla, who departed the company for a private equity backed firm. He’ll be tasked with leading the company’s finance, treasury and IT functions, while reporting to CEO Dave Burwick. He brings 25 years of alcoholic beverage and CPG finance and operations experience to Boston, having last served as CFO for Tyson Foods’ prepared foods division. 

At Constellation Brands, Reynoso served as SVP and CFO of the beer division. He also worked stints at Beam Suntory, Allied-Domecq, Danone, and Procter & Gamble.

Interim CFO Matt Murphy will resume his previous role of VP, finance and chief accounting officer and report to Reynoso.

Reynoso will receive an annual base salary of $600,000, with bonus potential measured against the company’s goals, per an 8K SEC filings. He will also receive various stock options, including $1.5 million in restricted stock units and $1.5 million in a stock option award that will vest annually in March through 2027. He will also receive up to $600,000 in relocation assistance. In a filing, the company said the options were to offset equity Reynoso would lose by leaving Tyson.

Boston Beer will report Q2 earnings later this week.

Allagash Brewing is now canning Curieux, the Portland, Maine-headquartered craft brewery’s barrel-aged golden ale, for the first time.

Curieux (10.2% ABV) will be sold in 16 oz. 4-pack cans, with shipments heading to Allagash’s distribution footprint in California in August. Cans will also be sold in Allagash’s tasting room by the end of the month.

Allagash sales director Naomi Neville said: “Curieux is the first barrel-aged beer we’ve ever made and a fan favorite that has been going strong since 2004. California in particular has a longstanding relationship with Curieux; the state is the biggest market for this beer, and it has a loyal following here. When we thought of trying this new can format, we wanted to pick a market where we are confident it will be well-received.”

In addition to cans, Curieux will be sold in 750 mL bottles and on draft across Allagash’s footprint.

Non-alcoholic beer maker Athletic Brewing is releasing Closer By the Mile IPA for the fourth consecutive year, with 100% of the profits going to cancer research and treatment at Dana-Farber Cancer Institute in Boston. 

Closer By the Mile is brewed in collaboration with the Pan-Mass Challenge bike-a-thon to raise money for Dana-Farber. The beer is available at athleticbrewing.com.

Athletic co-founder and CEO Bill Shufelt said: “Since teaming up with the PMC, we've donated more than $100,000 in profits from the sale of Closer By The Mile, an award-winning IPA brewed in honor of those who pedal across Massachusetts every August in a quest to help defeat cancer.”

Before the bagpipers and the pretzel necklace wearing masses descend upon the Great American Beer Festival, join Brewbound for Brew Talks in Denver.

The networking and conversation meetup will take place at Cervantes Masterpiece from noon to 3 p.m. MT Thursday, September 21. 

Conversations and speakers will be announced in the coming weeks. Get your tickets today.

Brewbound reporter Zoe Licata took a trip to Portland, Maine, this weekend. Among the various adult beverages that she tried during the adventure was an Allagash Sixteen Counties. 

The 6.5% ABV “Maine-grown golden ale” is brewed exclusively with grains grown and processed in the Pine Tree State. The beer – distributed only within the borders of Maine – paired perfectly with Sunday’s Portland Sea Dogs game. 

Shoutout to the Sea Dogs who pulled off a combined no-hitter against the New Hampshire Fisher Cats.