Spooky Season is in full swing, as Oct Beer Purchasers' Index sank to a record-low 24 reading, NBWA reported at press time on Halloween. (Recall, BPI below 50 suggests beer distrib orders contracting; above 50 signals expansion.) It marks the latest in a string of dismal readings following a 27 index in Aug (previously the all-time low) and a barely better 28 in Sep. Results reflect "continued uncertainty surrounding fourth quarter retailer and consumer demand," wrote NBWA in release. And with at-risk inventory at 51 index, readings signal "a continued contractionary state."

Body Armor may have showed the potential of disruptor brands to crack longstanding hegemony of Gatorade and Powerade in sports drinks, but it's still not a category for the faint of heart. That was reinforced earlier this week when Congo Brands cut its entire staff supporting wholesalers of its foundering Prime Hydration and Prime Energy brands (BBI, Oct 29). Now it's Mark Anthony Brands that's undertaken a sweeping cutback in staff on its Mas+ by Messi sports drink launched a year ago in collaboration with iconic soccer star, from what we've heard over past day. It's pivoting from emphasis on DSD to greater focus on direct-to-retail and direct-to-consumer channels while it tries to get brand on growth trajectory. As we reported, co had signaled at natl sales meeting recently that it was planning pivot from half-liter PET bottle to 12-oz sleek can after its first-year sales missed 5-mil case target by over two-thirds (BBI, Oct 3). Among the changes are formula enhancements that include increased potassium, magnesium, sodium and vitamin B.

"We don't compromise," Misty Sanford, co-founder of the Manhattan Project Beer Company, told CBN when asked how co was thriving in a tuff environment. "For the first 2-3 years, we didn't have a home. When we messed up, it wasn't a huge financial ruin. We've continued that mindset through the entire existence of the brewery. We don't compromise. We dump a ton of beer. We've made $20,000 mistakes. People want beer they can rely on. We can't let them down."

As public health advocates around the world rally behind efforts to mandate cancer warnings on alcohol packages, a new study emphasizes that the wording of such warnings would matter and that they may not be as effective at convincing folks not to drink as advocates hope. Though based on a relatively small sample of survey respondents, results surprised authors in a number of striking ways. Most crucially, "high-certainty causal language" — such as in the explicit warning that "drinking alcohol causes cancer" — "may neither increase cancer risk perceptions nor decrease alcohol consumption intentions, but may instead incite negative reactions to these messages," authors wrote. Ref 1

Over 2800 people in beer and bev industry gathered at NBWA convention in Vegas Oct 12-14, amidst the worst volume trends in beer in over 50 years. Yet more distributors and more people showed up than in any recent yr. And the vibe was often energized, action-oriented and seeking change. "We are in the solutions business," NBWA prexy Craig Purser said in speech, quoting OH distrib exec Greg Hipp. And potential solutions, opportunities and areas for improvement abounded, whether in technology at NBWA's innovation showcase or on floor, all the new bevs on exhibit floor (including lots of D-9), or during program and seminars. Then too, NBWA "put some big wins on the board" in 2025, as Craig said and outgoing chair Rebecca Maisel detailed. But there were also undercurrents of division and strain, whether between brewers and wholesalers or sometimes even between wholesalers.