🍋 Schilling Bets on Hard Lemonade

Insiders are getting all the details on Schilling Cider’s new Hard Lemonade and why the cidery wants to compete in the flavored malt beverage space, plus how the new product is already making waves against established brands in scans. 

Insiders are also:

• Reading about self-distribution privileges for Delaware small brewers (newsletter exclusive);
• Finding out about GABF competition registration opening (newsletter exclusive);
• Digging into on-premise Mother’s Day trends;
• And diving into off-premise scans post-Memorial Day (newsletter exclusive).

Insiders also have access to the Brewbound Newsletter Archive, including previous newsletter-exclusive Insider content.

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Briess’ Heritage Gold™ is a new base malt done in the style of an English Ale Malt. It’s made in the U.S. using a traditional malting process, including five-day germination. You can expect complex bread character, with notes of honey, biscuit, and floral. Learn more

Schilling Cider has no plans to jump on the hard tea train, but the Pacific Northwest cidery still plans to meet similar consumer demand with its latest product launch: Schilling Hard Lemonade.

Schilling Hard Lemonade launched last week in three flavors – Imperial Pink Lemonade (8.4% ABV), Imperial Blue Raspberry Lemonade (8.4% ABV) and Guava Lemonade (6.9% ABV). The lemonades are made with full fruit fermentation, and contain no added carbonation, artificial flavors or colors to emphasize the “more natural taste profile” of the premium product.

Schilling co-founder and CEO Colin Schilling told Brewbound: “We’ve been looking for years to diversify the portfolio from Schilling. We’re also looking at categories that are quite frankly bigger than cider as we continue to grow … and lemonade is so within our core competency of being really good with fruit, it’s very fruit forward, [and] we think the full fruit fermentation makes the best possible base for lemonade versus malt or even vodka.”

Insiders can read more, including how Schilling Hard Lemonade is already stacking up against established brands, and how much Schilling raised for non-profits during its latest Keep It Wild campaign.

All three bev-alc categories recorded double-digit on-premise sales increases on Mother’s Day compared to the average Sunday in 2024, according to NIQ-owned on-premise data firm CGA.

Wine had the greatest uplift at +77%, followed by beer (+48%) and spirits (+42%). Imports led the beer category, with a +53% lift in sales compared to an average Sunday, CGA reported.

Insiders can read more about recent on-premise trends nationwide, including a +12% increase in sales in the 12-week period ending June 1, and expectations for Father’s Day. 

Brewbound is excited to announce three additional speakers for the Brewbound Live business conference December 11 and 12 in Marina del Rey, California. 

The two-day conference will bring together leaders from all three tiers for business-focused conversations on driving the bev-alc industry forward, data presentations, networking and brand building at the Marina del Rey Marriott. 

Joining the speaker roster are:

• Arthur Moye, owner and CEO of Full Circle Brewing;
• Kaleigh Theriault, director of thought leadership, beverage alcohol vertical, NIQ;
• Brian “BK” Krueger, VP of business development and portfolio strategies, Bump Williams Consulting.

They join previously announced speakers include: 

• Natalie Cilurzo, co-owner, Russian River Brewing;
• Peter Skrbek, CEO, Deschutes Brewery;
• Lester Jones, chief economist and VP of analytics, National Beer Wholesalers Association;
• Jennifer Hauke, founder and president, Draftline Technologies.

Additional speakers will be announced in the coming weeks. Interested in speaking? Follow this link to see our speaker guidelines. 

In addition to the mainstage programming and networking parties, Brewbound Live will feature opportunities for one-to-one conversations between brewers and bev-alc brands and retail buyers from chains such as Whole Foods Market. Registered attendees will be considered for meetings with buyers, as space is limited. Find out more details here.

Brewbound Live tickets are available now.