Beer Marketer's Insights
Citing "growing concern" about what the next edition of the Dietary Guidelines for Americans (DGA) will say about alcohol, the country's leading alcohol-focused public health advocacy group took matters into its own hands this week. "There is no safe or healthy level of alcohol use," the US Alcohol Policy Alliance (USAPA) wrote in its self-published "Alcohol Consumption Guidelines for the American People." Though the language appears under the heading "What the Science Says," it is not. And other parts of the document disregard its own scientific "resources." Yet the group seeks "to generate as much awareness and visibility for our guidelines as possible," tearing a page out of the playbook used by allies in Canada who successfully misled media all over the world about that country's drinking guidance.
Icelandic Glacial has brought in Jorge Torres, a longtime colleague at Colgate and Nestle Waters of CEO Reza Mirza, as its European-based global marketing advisor even as it's fleshed out a host of key sales leadership roles. Reza told us today that Torres, who shuttles between bases in Paris and Barcelona, brings gritty orientation that should allow him to establish brand as global lifestyle icon without busting the budget. Tho they were colleagues first at Colgate and then at Nestle Waters for total of 20 years, Mirza said he was particularly impressed by Torres' more recent performance at European operations of Taco Bell and KFC, where he managed to create lotta buzz without need for big budget. For now he's being described as an advisor but CEO said that shouldn't disguise significance of role he's been recruited to play as brand expands its global ambitions. Also on marketing side, LA-based Icelandic has recruited Jackie Nell as brand mgr to lead all activations under marketing vp Michelle Grieco. She's photographer who's also performed experiential marketing for luxe cos like Moet Hennessy.
Ryl Tea has won placement for 3 sku's within about 1,300 Target stores dispersed around US, founder/CEO Blodin Ukella confirmed to us . . . El Jefe Energy has entered Straub Distributing in LA metro . . . PHX Energy has entered all 500+ Cumberland Farms stores in Northeast states of NY, Conn, Mass, Maine, NH, RI and Vt . . . Southern Glazer's Wine & Spirits has picked up Air Water, the sparkling and still water brand using liquid captured from the atmosphere. SGWS is starting in South Florida with Air Water's cans, to be followed by its bottles and a move into other regions. Styled as "A1R Water," the items are claimed to be free of BPAs, microplastics and any ground contamination . . . Bizzy Cold Brew has brought back its Bizzy Double Espresso Shots, starting with test in Wedge Community Co-ops and Lakewinds Food Co-op and graduating now to Sprouts and Erewhon chains. Originally launched in 2017, they're now refrigerated line carrying 100 mg caffeine hit and offered in Blonde, Medium and Dark versions. With original launch, "the concept was there, but the timing and execution wasn't. Consumers weren't ready, and frankly, neither were we," reflected CEO Alex French.
New Molson Coors ceo Rahul Goyal hit ground running Wed with note to distribs and employees on Day 1 of his regime that pointed to co's progress against its "ambition to transform into a total beverage company." But "facing reality… it's not enough. We must transform faster, we must make changes that acknowledge the real challenges facing our business and industry, and we must address them with a sense of urgency - together," he wrote distribs. Those challenges include "softer-than-expected" industry, "impacting volumes" and "rising cost pressures." "We also need to close portfolio gaps and ensure our brands, systems and people are ready to drive growth." Recall it was under his predecessor Gavin Hattersley that Molson Coors Brewing changed its corporate moniker to "Beverage Company" to signal those intentions, which on NA side have included aggressive pushes via Zoa Energy and Fever-Tree mixers as well as failed efforts like La Colombe partnership. As strategy chief involved in most of those initiatives, Goyal's elevation suggests no change in that direction, tho as some of our contacts noted to us, even over his 24 yrs there he hasn't established very high profile, another priority now that he's in hot seat. In doing so, he needs to assure employees, wholesalers and other constituents that he won't neglect core brands even as he works to win adequate mindshare for diversifying mix of brands and categories in which MC plays these days.
Group of UK entrepreneurs have landed new brand called Noot - as in "nootropics" - in Total Wine and BevMo stores in Calif as approachably priced alc-alternative with somewhat unusual ingredient bill that includes green oat for its clarifying benefit. The brand, which counts actor/comedian James Corden among its backers/endorsers, has been launching in canned RTDs and bottled non-alc spirits, with incubation help from LA Libations and its HiTouch Libations distribution arm in Southern Calif. US chief commercial officer Charlie Edwards, who'd earlier played a sales role in launch of Partake NA beer, promised that DSD will be big part of buildout plan even tho Total Wine and BevMo are direct customers as brand gets started. "There's a new buzz in town," marketing slogan declares.
We got no response from Keurig Dr Pepper a few weeks ago when we asked about a possible return to its NY birthplace of iconic Snapple 16-oz glass bottle, but it now appears to have happened. In LinkedIn post, KDP's sr mgr procurement for packaging, Jane Kennedy, describes relaunch as an LTO headed just to NY. By her account, it was no trivial undertaking. "This was a full-scale packaging execution involving a custom glass bottle, metal closure and a new vibrant label," she posted. "Each component came with its own set of challenges, but through strategic sourcing, supplier alignment and cross-functional collaboration, we pulled it off . . . The end result is now out in the New York market — and it looks stunning." Image posted by Jane shows widemouth bottle with debossed shoulder and indication "Limited Edition Glass" at top of label. Some old Snapple hands weighed in to say "Yeah!" "Thanks for the memories!!" enthused Ed Newman, who worked on brand 30 yrs ago. No indication how long it will remain in market, nor whether an enthusiastic consumer reception might extend its life.
Lots of tinkering happening on NA side at White Claw marketer Mark Anthony Brands, with significant pivots on both Mas+ by Messi sports drink and White Claw Zero non-alc sparkler, as emerged at natl sales meeting in Chicago yesterday.
Manna Bev, which was known to be rethinking its commitment to acquired Nor-Cal Beverage, appears to have abruptly shut copacker's doors in Sacramento and Anaheim, Calif, over past day, from what we've been hearing this afternoon. Tho there doesn't seem to have been any formal announcement nor WARN termination filing with Calif employment authorities at press time, we're hearing that some suppliers' ingredients have been getting turned away at gates, with employees advised that co was no longer in operation, starting with night shift last night. One source indicated that all 600 operations employees in Calif have apparently been terminated. Manna execs had not so far acknowledged any change in status of copacker, a longtime force in energy, hydration and other NA categories. Like other copackers, Nor-Cal is believed to have been hit hard by steep decline in Prime Hydration even as significant monthly leasing payments kicked in last month as part of earlier financial restructuring.
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In latest iteration of industry trade orgs lookin' to do their part, the Beer Institute today announced the launch of "It's Me, Beer," a new digital ad campaign targeting DC insiders that positions beer as the beverage of moderation. The pilot campaign includes a 30-second video and "uses social media and digital display ads to target policymakers, the administration and influencers within the Beltway." It aims to drive them to a landing page with slogans such as "the sensible choice for moderation" and "I'm all for taking it easy. I have a lot of non-alcohol choices." BI plans to gather real-time campaign insights such as impressions, conversions and other indicators to "help inform next steps." Ain't the first time BI has launched a campaign of this sort. Tho this initiative comes shortly after NBWA held a brainstorming session with reps from over a dozen suppliers in effort to help turn tides on category health.