Goat Fuel, the mushroom-infused energy brand launched by NFL great Jerry Rice and his family, said it's recruited NY Giants' Kayvon Thibodeaux as an investor and endorser. Size of investment wasn't disclosed but co said it brings total funds raised since founding to $12 mil. Thibodeaux is repped by Klutch Sports Group, which earlier this month placed as Goat Fuel ambassadors other NFLers on its roster: Jets' Breece Hall, Texans' Will Anderson Jr and Lions' Terrion Arnold. Other investors, it reminded, have included owners like 49ers' Eddie DeBartolo and Timberwolves' Marc Lore.

Kristel de Groot and Michael Kuech, the couple who rode their Your Super plant-based powdered nutrition brand into broad buildout via private-equity support before it faded, are back with new superfood and vitamin concept called Eat SuperPlants Inc that's starting modestly with pair of Superfood Powders dubbed Daily Greens and Beauty Berries. It's shipping to US customers via DTC and promising European launch later this year. We'd reported earlier this month that Your Super seems to be fading from scene after being acquired by The Healing Co, which itself seems to have gone quiet (BBI, Sep 5).

This week in 1999, several beer industry figures were in the news. AB disclosed that August Busch III, typically a picture of excellent health, had bypass surgery. Statement noted operation went well, no complications and August was "already up and walking" and "resumed some of his business duties." That same wk, Joe Huggins, owner of largest single Miller distrib at time, dropped out of Tex distrib assn, long known as one of strongest state assns. There had been increasing internecine squabbling and Houston distribs had long had their own separate assn. Still, Joe was chmn of NBWA back in early 80s and played role in strengthening that assn; so his move surprised, noted INSIGHTS. Finally, Dan Bradford, publisher of All About Beer Mag, was jumping to political side of biz, taking prexy role at Brewers Assn of America.

AB's smallest megabrand and largest remaining import brand, Estrella Jalisco, slowed considerably in scans this summer as avg price/case spiked. Estrella Jalisco lager $$ dipped 0.4% with volume down 7.4% for 12 wks thru Sep 8 in Circana multi-outlet + convenience data. At same time, avg price/case jumped 7.5%, up $1.87 to $26.81 for period. Still well below avg price/case of leading Mexican imports like Modelo Especial ($36.06), Corona Extra ($38.66), Pacifico ($35.91) and Dos Equis XX Lager ($35.65) in natl scans; closer to Tecate ($23.84) in these channels. Yet Estrella sales still up 8% YTD thru Sep 8 in Circana MULC, ranking as AB's 27th largest beer brand by $$. It's coming off a multi-year growth run available in limited footprint in the Southwest, and AB's just starting to expand distribution to select new mkts like Chicago, NYC, Las Vegas and Salt Lake City.

A trio of draft federal rules for alc bev labels is currently sitting with the White House Executive Office awaiting final approval before publication. The TTB sent the drafts early this mo, expecting publication for further comment later this yr, the office's reginfo.gov website suggests. Recall, the trio includes drafts related to labeling for 1) alcohol and nutrition content, 2) allergens and 3) ingredients.

As one crisis is averted, another awaits. Both the House and Senate passed a short-term spending bill yesterday, sending bill to President Biden's desk to avert govt shutdown and keep funds flowing thru Dec 20, setting stage for a bigger funding fight at yr end. But a different threat is far closer: tens of thousands of dockworkers could go on strike Oct 1 across East and Gulf Coast ports, with potential to spur Covid-style supply chain snarls.

In bev marketing, as in the rest of life, nothing is truly permanent. So it has come to pass that "permanent" addition to Coca-Cola Co's core trademark has run its course. CNN reported that just 6 months in, KO is discontinuing Coca-Cola Spiced and Spiced Zero Sugar entries that were intended to lure new gen of consumers to franchise. In a statement, KO said it's "always looking at what our customers like" and continues to "adjust" its flavors. As for consumers, they seem to adjust their palates at faster and faster pace.

Calif AG has sued Exxon Mobil for billions of dollars contending oil power carried out "decades-long campaign of deception" that overhyped promise of recycling and spawned a plastic pollution crisis. Suit filed in SF superior court "argued that people were more likely to buy single-use plastics because of a false belief, promoted by Exxon Mobil, that they would be recycled," per NY Times. Tho damages sought are unspecified, AG Rob Bonta said it should go into "multiple billions of dollars." Exxon Mobil blasted back that state is trying to blame it for its own ineffective recycling system. But prexy of Center for Climate Integrity termed suit "the most important legal action to date in the global fight against plastic pollution" . . . No sooner did FDA ban the use of the brominated vegetable oil (BVO) in food than first proposed class action lawsuit emerged on Aug 13. It's been filed vs grocer Giant Co alleging that its Giant-branded orange soda containing BVO is a "defective" product that is "worthless, or worth less than the price paid." Complaints cites research that's found that people who drink large quantities of citrus soda containing BVO can develop serious neurological symptoms, as Venable law firm summarized in email update to clients. "Furthermore, high levels of bromine, an ingredient in BVO, can allegedly cause hypothyroidism." Suit seeks to recover the costs of future medical evaluations the plaintiffs expect to incur as a result of their exposure to BVO. "It is possible that more consumers will file similar lawsuits before the BVO final rule compliance deadline, which is Aug 2, 2025, or after the compliance deadline for products purchased earlier," Venable advises.