Beer Marketer's Insights
Bang Marketer VPX Edges Toward Jun 1 Auction on Delayed Sked; Might Monster or Pepsi Bid?
Bankruptcy auction of Bang Energy marketer VPX Sports has suffered some delays, with deadline to file binding stalking horse bid now set at Apr 19, we hear, and auction set for Jun 1. Original stalking horse deadline was Mar 3, pushed back to Mar 17 and now proposed for Apr 19, per calendar shared with us by prospective bidder. The auction date originally was set for Apr 17, then Apr 27, and now is proposed for Jun 1. Auction would be followed by sale hearing a week later with deadline of Jun 30 to close transaction.
Barely a year after pulling in $16 mil Series D capital round, X2 Performance and luring such luminaries as ex-Pepsi Bottling Group chief Eric Foss to board in mid-2021, the energy, supplement and shot line seemed to sputter out. What had been consistent stream of Instagram posts abruptly stopped 6 months ago at time users were pleading for info on when products would be available again. But all is not lost: shareholders are getting some degree of relief via transaction announced yesterday in which Don't Quit brand launched by "Body by Jake" exercise guru Jake Steinfeld with Keurig Dr Pepper as an investor will acquire X2, transition X2-branded energizing entries to Don't Quit brand name and add anticipated $10 mil in new capital to merged entity, much of it coming from Madison Square Garden Sports, whose Rangers and Knicks teams have been X2 users. After Don't Quit protein line tested in SoCal via KDP, the now energy-&-protein brand will roll out into major grocers Safeway/Albertsons and Kroger, c-store giant AM/PM and drug player CVS.
Another LA Closure Looming: Border X Poised to Shut LA Outpost Without Outside Investment
After a string of notable shutdowns to start the year, another LA brewer is in danger of closing. Border X Brewing, "one of the largest and only Latino-owned breweries in the United States," will soon shut the doors of its Southeast LA location without a cash infusion from outside investors, LA Taco reports. Co-owner David Favela hopes to bring on up to 5 local partners to purchase a 40% ownership stake in that location, or roughly $500K, to transition the brewery to a subsidiary model.
Just in time for MLB's opening day, Tilray-owned Alpine Beer opened a new taproom in the stadium of brand's hometown San Diego Padres. Situated in Petco Park's upper-level, section 311, outpost features an "expansive rooftop bar and patio" with views of the San Diego Bay, per release. It'll be open during gamedays and special events, serving Alpine's flagships Nelson IPA and Duet IPA as well as new Infinite Haze Hazy IPA, which "has quickly become a best seller in Southern California" since release late last yr. Alpine also has a branded beer stand in stadium's main concourse.
Alaskan is the latest sizable craft brewer to throw its hat into the RTD spirits ring. After tuff double-digit drops over last several yrs, co will launch line of 3 canned cocktails only in its home state starting this Apr. It'll feature first entries from newly-formed Alaskan Distilling Co, Alaskan announced this wk. Recall, Alaskan also previously launched its own (non-spirits-based) hard seltzer that grew solidly for first couple years before slippin' double-digits in 2022 scans.
Members of the public health community lamented the success of industry advocates this mo, as efforts to drastically increase excise tax rates on alcohol in two key states largely failed. A bill in Oregon designed to raise $175 mil per yr for prevention and treatment programs by jacking up beer taxes by almost 13x over 5 yrs did not proceed before a key deadline, Portland Biz Journal and Willamette Week reported. And after much negotiation, a proposal initially setting a 25-cent-per-drink tax in New Mexico was not passed as part of the state's omnibus tax bill 'til it was limited to a significantly smaller 20% hike, less than a 1-cent increase per 12 oz, NM In Depth wrote. (This article appeared yesterday in sibling pub INSIGHTS Express.)
Just as we wrote about recent filings in the federal dispute over direct-to-consumer (DTC) beer shipments and self-distribution in Oregon (see last issue), a resolution may be close at hand. This wk, the state defendants and the brewery/consumer plaintiffs came together and requested the district court to pause proceedings "to allow the parties to continue settlement negotiations." They've been discussing settlement options "and have reached an agreement in principle," according to joint filing. The request came after plaintiffs asked court to rule that the state's laws unconstitutionally discriminate against out-of-state brewers, 1 wk before the state's response was due. The court quickly granted the parties 60 days to finalize a settlement deal. (A version of this article appeared yesterday in sibling pub INSIGHTS Express.)
Dogfish Beer Trends Improving in Early '23; RTDs Rampin' Up; Record Store Day w/ Brooklyn Bowl
Dogfish Head's beer biz is improving in early 2023 scans with a handful of key packs growing as co seeks to get back on track with beer and continue ramping up its Canned Cocktails to the next level. Dogfish beer $$ dipped 6% YTD thru Feb 25 in Nielsen off-prem data compared to down steeper double digits in scans each of the last 2 yrs. Dogfish variety pks are "back to growth" and 90 Minute 19.2oz cans are "growing strong," Sam Calagione shared with CBN in recent chat. Dogfish 90 Minute IPA brand is growin' strong overall to start the year. And Citrus Squall, co's first new core beer in a couple years, just began rolling out and got off to a strong start, selling "every ounce we forecasted" so far, Sam shared. Citrus Squall is a high-ABV hybrid beer/cocktail brew to go along side 90 Minute IPA via single-serve 19.2oz cans, and in 16oz 4pk cans, viewed as "a trojan horse to bring young drinkers into craft more for the first time," Sam reminded.
Total beer and craft beer depletions remained soft into early 2023, according Beer Institute estimates shared by veep of research Danelle Kosmal in org's State of the Industry webinar earlier this week. Total beer depletions dropped 3.3% in calendar 2022 vs 2021 (excluding hard cider, non-alc and certain beyond beer imports). In latest 3 mos ending Feb 2023, beer depletions improved slightly, but still down 2.9% for period. Yet craft beer depletions dropped 5.2% for 3 mos, shedding 0.2 share of total beer volume, BI figures. Only FMB/seltzer category, down 12% and -0.7 share, declined at a steeper rate. Tho mainstream beers (-3.5%) shed a bit more share, -0.3 pts. Gotta note, craft beer remains softer in tracked off-prem channels. Volume dropped 8% and shed 0.45 share of total beer volume for 12 wks thru Feb 26 in IRI multi-outlet + convenience.
AB's Wicked Weed has quietly grown into a regional craft powerhouse in the Carolinas and southeast. Co sold 110K bbls in 2022 with ~95% of its biz in the southeast, still keepin' a 75-day shelf life, co-founders Ryan Guthy and Walt Dickenson shared with CBN in recent chat. Around 50% of its biz is in NC alone in tracked scan data. "Walt and I always like flying under the radar a little bit," said Ryan, reminding that "we were the smallest" craft brewery AB acquired. But "we've charged our way to the top of our pack," Walt added. This year $$ grew 12%, volume up 7.5% YTD thru Feb 26 in IRI multi-outlet + convenience data, before its new Perni-Haze IPA packages rolled out. And home mkt NC continues to grow with sales up 7% in statewide scans while total NC craft declined significantly.

