😢 Beer’s End of Summer Blues

Brewbound Insiders are diving into the latest craft scans, including accelerated declines for top 30 brands. Plus, how other beer segment performances compare. 

Insiders are also learning the fate of Magnolia Brewing and getting an update on a class action lawsuit against Sazerac and Fireball.

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Beer declines continued in the last four weeks, with even previous high-performing segments such as imports feeling late summer pains in recent scans from market research firm Circana (data ending August 11).  

Total beer dollar sales declined -3.7% and volume -5.4% year-over-year (YoY) in Circana-tracked off-premise channels (total U.S. multi-outlet plus convenience) in the last four weeks, accelerating significantly from the prior four-week period (ending July 14), when dollar sales declined -0.8% and volume -2.5%. Year-to-date (YTD), beer dollar sales declined -0.9% and volume -2.9%.

Craft declines continued to outpace the total category, with dollar sales declining -3.8% and volume -5.4% YTD. Four-week trends also worsened in the latest period, with dollar sales declining -6.5% YoY (previous L4W dollar sales -4.8%) and volume -7.8% (previously -6.4%). 

Insiders can read more, including how beer segments performed in c-stores and grocery and which top 30 craft brands recorded accelerated declines in the last four weeks.

San Francisco-based Magnolia Brewing is changing hands once again. 

Kirin-owned Lion Little World Beverages acquired the brewery as part of the 2019 acquisition of New Belgium Brewing. In 2017, New Belgium had partnered with Dick Cantwell and Oud Beersel to acquire the brewery for $2.7 million as part of a 2017 bankruptcy process. 

Kirin’s U.S. operations, now known as New Belgium Brewing, began planning a divestment of Magnolia in February. The company secured a buyer on August 13. 

Insiders can read more about the Magnolia deal and prior deals.

On this week’s Brewbound Podcast, we’re discussing bev-alc regulatory topics with Nutter partner Nichole Shustack and associate Isabelle Cunningham. Look out for the episode on your preferred podcast platform at midweek.

ABP season is upon us and plans for major beverage-alcohol producers in 2025 are going public. 

Sierra Nevada is doubling-down on craft beer, as many of its peers are looking beyond their core business for growth. Brewbound reporter Zoe Licata breaks down what leaders of the Chico, California-headquartered craft brewery shared during their meeting with distributors in Mills River, North Carolina. 

Those plans center around craft beer, including reversing negative trends for flagship Pale Ale, continuing the growth of the Hazy Little Thing franchise in the on- and off-premise channels and honing in on its target audience with its distributors. 

Speaking of craft, Pennsylvania’s New Trail Brewing is “quadrupling down” on IPA, with the addition of three new sub-styles for 2025. Brewbound managing editor Jess Infante explores their plans to add West Coast, hazy session and non-alc IPAs in 2025.

Meanwhile, party punch maker BeatBox shared a vision to capture more space at retail with “flavor walls,” three or more cooler shelves stocked with assorted flavors, during a trippy first national sales meeting in Houston. 

In other news … 

What’s Tilray gonna do with all of those craft breweries? Jess and Zoe are joined on the Brewbound Podcast by weekend newsletter writer Sean McNulty to discuss the Canadian cannabis firm’s latest U.S. brewery haul, this time from Molson Coors. 

Spirits giant Brown-Forman is the latest major corporation to scrap its diversity, equity and inclusion program after pressure from a conservative activist.

A pioneering Massachusetts brewpub will cease operations later this year. The 35-year run of Cambridge Brewing Co. will come to a close in December, the company announced. 

JuneShine has a new president and chief commercial officer. The hard kombucha/canned cocktail/light beer maker has hired Whitney Stevenson, who spent nearly 15 years in divisional sales at Boston Beer.

Catch up on these stories:

• NIQ: Total Bev-Alc Sales Show Slight Improvement
• New York Governor Passes DTC for Hard Cider and Spirits
• Canadian Circle K Owner Makes 7-Eleven a ‘Friendly Proposal’
• Cajun Fire and Montclair Brewing Awarded NB2A Equipment Grants
• Survival of the Craftiest: How Distillers Are Battling Distribution and Regulation Roadblocks

Going to the NBWA Annual Convention in San Diego? Join the Brewbound team for a happy hour at The Church by The Lost Abbey on Sunday, September 29. Get the details and register here.

Catch up on all of these stories with GIFs in our weekend newsletter. 

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.

The Brewbound team is hosting a free beer industry happy hour on Sunday, September 29 from 4 to 6 p.m. PT at The Church by The Lost Abbey in San Diego! Kick off NBWA with us in downtown San Diego with industry networking, Lost Abbey beers and light appetizers.

Industry professionals within the beer and beyond industries are invited to attend the free happy hour. Prior registration is required.

Here are the details:

Date: Sunday, September 29, 2024 

Time: 4–6 p.m. PT

Location: The Church by The Lost Abbey (1313 J St, San Diego, CA 92101)

Learn More + Register for Free >>

Headed to NBWA that week? The Brewbound Podcast hosts, Jess, Justin, and Zoe, will be recording podcast interviews on the show floor. Visit our Brewbound Podcast studio located in the Product Showcase area for a unique opportunity to connect with our Brewbound team in-person as they discuss the latest trends, industry insights, and interview key players in the world of brewing.

Want to schedule some time to chat during the show? Email us at [email protected].