Beer Marketer's Insights
BA, BI, NBWA Aligned Behind Beer; Org Execs on Draft, Distribution, Demographics & Liquor
Closing CBC opening session this morn, prexy/CEOs of 3 big beer orgs, Brewers Assn's Bob Pease, Beer Inst's Brian Crawford and NBWA's Craig Purser were "singing off the same song sheet," as Brian described, reprising discussion from mainstage of NBWA legislative conference a couple wks back. One of BI's main goals is to "make sure that we're aligned in fighting for beer," Brian said. "Stop the category's decline" is a "primary mission" for NBWA right now, Craig said. And "can't talk about fixing the problem without recognizing how far we've come," he added, urging industry to "celebrate craft" as an "American success story."
Craft Remains Challenged Near-Term Unless Somethin' Changes, Sez Bart; New Growth & New Directions
The years of double-digit growth are "clearly well in the rearview mirror" as craft beer stagnated in 2022 (see Apr 18 issue) and remained below peak volume for a 3d consecutive year, Brewers Assn chief economist Bart Watson shared in his annual State of the Industry presentation at CBC in Nashville. The overview and outlook for craft is increasingly challenging these days. Especially within context of how much traditional beer continues to decline; down ~40 mil bbls since 2008 as other adult alcoholic beverages like seltzers, FMBs, canned cocktails and more, grew ~40 mil bbls, Bart shared citing Beverage Marketing Corp data. This "state that we're currently in may be here for the near future unless we do something to change it."
Craft's Challenges Confronted at CBC, But "Craft's Best Days are Ahead of it," Sez BA Prexy Pease
Craft's "challenging" environment was a clear throughline across speakers during today's general session at the Craft Brewers Conference in Nashville. "Every penny counts," Brewers Assn prexy Bob Pease acknowledged in opening remarks. But folks at the BA "firmly believe that craft's best days are ahead of it," Bob declared, adding that the org is committed to offering resources, community and support so that "those in this room can collectively guide us to that future."
Connor McGregor is eyeing alc bev opportunities in more than just Irish Whiskey. The MMA star "agreed to buy the Porterhouse Brewery in Dublin," a craft brewery where his Forged Irish Stout brand is currently brewed, the Independent reports. Deal for the 120-barrel brewing facility doesn't include owned bars and is still subject to legal requirements. But Forged Irish Stout is poised for a sizable expansion, with McGregor "set to take on the stout category on both sides of the Irish Sea" and planning a "major launch" later this year in the UK, Ireland and North America, article notes. Brand was initially brewed in 2020 and sold exclusively at McGregor's The Black Forge pub.
Another bit of tuff news for another Mahou San Miguel-owned brewer came yesterday as Avery Brewing issued voluntary recall for its Gose Con Sandia Sour Ale. The batch being recalled was packaged on 1/20/2023, and was distributed thruout CO, IN, UT, AZ, OK, KY, PA, TN, WY, IL, ND, MO, SC, co clarified today. It was "displaying [secondary] fermentation in package that could lead to excess carbonation and package failure," tho "the liquid itself does not pose any food safety risk to the consumer." Avery is inviting all customers who purchased the product to "please contact (via email) the brewery with proof of purchase for a refund." All told, this is a smaller brand for Avery. But Avery sales remained soft in 2023 scans thru Q1 and this certainly doesn't help.
Gordon Biersch's Las Vegas location permanently closed its doors on Sunday, Apr 30th after 26 yrs in biz. Move follows closure of co's Annapolis, MD outpost in Feb, as parent co SPB Hospitality continues to trim its bevy of brewpubs. There are just 5 Gordon Biersch outposts left in the US, according to co's website (tho recall that these brewpubs are separately owned and operated from Gordon Biersch brewery in CA). "This closure is a strategic decision based solely on business demands," SPB said in a statement. "We continually review our restaurant portfolio performance" and "appreciate the support of our valued guests and employees over these many years."
MA's Mighty Squirrel Adding Boston Brewpub in Fenway Nabe; NYC's Torch & Crown Summer Spots
Waltham, MA's Mighty Squirrel Brewing is opening a new brewpub "steps away from Fenway Park," Boston Biz Jnl reports, marking the regional brewer's first move into Boston proper and its 2nd official outpost. Recall, Mighty Squirrel surpassed 15K bbls in 2021, climbing from ~1K in 2017 on back of flagship Cloud Candy NEIPA. And it plans to open a 13K sq-ft space this Oct at Bower, a new residential component of the Fenway Center development. It'll brew small-batch beers there, but unlike co's Waltham brewery, it'll feature a kitchen run by a "yet-to-be-announced partner," article notes. "We are at the stage that we're ready to expand," said co-founder Naveen Pawar. "Right now is the perfect time, especially in that market. It's a great location."
Reuben's Brews Selling Original Brewery After Outgrowing Location; WI's Bull Falls for Sale
Two more breweries are on the block, but for opposite reasons. In Seattle's Ballard district, Reuben's Brews is putting its original brewery & taproom up for sale after outgrowing the location. It'll look to sell the space as a turnkey operation, outfitted with 1,440 sq-ft and max brewing capacity of roughly 800 bbls per yr, per release. "This brewery and taproom will always hold a special place in our hearts," said co-founder Adam Robbings, but co's "looking to pass forward the successes it can offer to another brewery at the beginning of their story."
Two legacy New England craft brewers are launching new lager brands. Narragansett announced "re-launch" of its flagship light lager as "Atlantic Light" with new pkging and campaign, while Harpoon added 2 new lager brands with charitable twists. 'Gansett's 3.5% ABV Atlantic Light is now available in 16oz 6pks for $6.99-8.99 thruout RI, MA, CT, NY, MD, KY, NC and Wash DC, with "many more to come" over next several months. And co will look to build on recent success after bucking craft's softness last yr, climbing back over 100K bbls with depletions up 5%. Trends accelerated further in Q1, with depletions up 8% driven by flagship lager (+11%) led by draft & 12pks (both +22%).

