MC continues to gain ground in European imports with Peroni as it repurposes Sol family around cheladas, co highlighted at its distrib mtg. Peroni already built "solid foundation" in US and continues to grow double-digits YTD, senior marketing manager of imports, Cara Lauritzen shared. Co has "big ambitions" to grow Peroni in 2024 and beyond. "Tipping point is finally here" as competitor imports aren't as strong and Peroni keeps gainin' share. Co will continue to increase Peroni media spend, amping up F1 presence and expanding non-alc version to more mkts.

"Growth" is a newer word MC and its network can "associate with the economy portfolio," economy senior director Frank Cirone shared at MC distrib conference in Orlando earlier this week. MC's consistently gaining share of economy, he noted. Indeed, Miller High Life $$ grew 7% and Keystone Light up 6%, YTD thru Aug 13 in Circana multi-outlet + convenience data. Plus, Steel Reserve High Gravity Lager $$ up 3%, Icehouse Edge growth is boosting Icehouse family $$ up 8%, Hamm's grew 12%, and Steel Reserve Alloy Series FMBs $$ up 2% (at $27/case). And notably, Miller High Life is growing even stronger in on-prem channels with $$ up double-digits this yr.

We are pleased to announce that Jennifer Dowdy, president of Red Tree Beverages, Coca Cola's new alcohol beverage subsidiary, will join our stellar lineup at this year's Beer Insights Seminar, which takes place Nov 12-13 at Convene in New York City. Don't miss this opportunity to deepen your understanding of the beer industry, featuring top-notch speakers and ample networking opportunities.

This week in 1992, longtime AB veep Jack MacDonough, was named new prexy at Miller Brewing. Jack was veep of brand mgmt for over 10 yrs "during a period of rapid growth and product proliferation," and was "first AB high-up to leave for another brewer since Frank Sellinger went to Schlitz in 1977," noted INSIGHTS. "He's a people guy, the old breed of beer marketing executive, with real empathy for the field," said one source about Jack, while adding that he played an important role in developing iconic "This Bud's For You" campaign. By same week in 1993, chmn Warren Dunn resigned from Miller along with sales veep Tom Koehler, and Jack was suddenly chmn/ceo, where he remained until 1999.

Just months after getting vote of confidence from Canopy Growth ceo, BioSteel Sports Nutrition is headed for "hibernation" and a court-supervised sale. Canopy said this morning that it will cease funding the hydration brand that blew thru tens of millions in capital seeking to establish itself first as a CBD entry, then in more conventional hydration space. Instead, Canopy has obtained initial order for creditor protection from Ontario Superior Court of Justice to protect BioSteel and its two US affiliates, BioSteel Sports Nutrition USA LLC and BioSteel Manufacturing LLC, and to appoint KSV Restructuring as monitor while it seeks a buyer. "In connection with the commencement of proceedings, BioSteel made the decision to conserve cash and put the business into hibernation to preserve its assets," per announcement this morning. "BioSteel sought creditor protection under the CCAA to conduct a court-supervised sale process for its business and property for the benefit of its stakeholders."

While Reyes Holdings less active on beer distribution deal front so far in 2023, it has announced some big spending on new or upgraded facilities. None more so than Reyes Coca-Cola Bottling plant and distribution center in Cucamonga, CA announced last week. Co will spend $500 mil on project covering 620K sq feet, replacing 150,000 sq ft operation. It's the first Coca Cola bottling facility built in CA in about 60 yrs and is expected to open in 2026.

Dos Equis expanded its College partner roster to 11 schools, with a focus on Texas and the Sun Belt region, co shared. Partner Universities include: Texas A&M, Florida, Georgia, Oklahoma, Mississippi, San Diego State, UCLA, North Texas, Arizona State as well as Alabama's Crimson Tide Sports Network and Tenn's Vol network. Dos Equis remains official import beer at Texas A&M and intro'd a co-branded 12pk of 12 oz cans in Texas mkts featuring the "12th Man" trademark. Dos Equis is in its 3d yr of partnership with Fox's Big Noon Kickoff, "the top-rated CFP pregame show," co noted. To connect further with fans, brand will sponsor "Friday Night Dos" at local bars where fans can meet with home team alumni, "grab a Dos" and participate in giveaways. Then there's "Saturday Game Day Activation" described as an "immersive pre-game experience" for fans that will feature "a larger-than-life bar set up, fun games, a photo booth with trading cards and music."

MC's Miller Lite partnered with famed NFL lineman and born-and-raised Wisconsinite, JJ Watt, to spearhead brand's new natl campaign this football season, inking "multi-year partnership," co announced today. For starters, JJ Watt's debut 15-second ad is tied to promo giveaway for 99 cases of beer (his jersey number thruout his career) and a signed jersey. Ad features JJ singing the classic "99 bottles of beer on the wall" jingle with a tongue-in-cheek twist on the lyrics: "99 packs of Miller Lite in our house, didn't read the fine print in my deal, it's effecting my life, I can't find my wife, someone please help me give away all this beer." JJ's wife, pro soccer star Kealia Watt, makes a cameo at the end with her hands up shrugging as the garage door opens to show it filled with Miller Lite cases.

Coors Light is "growing volume share faster than any other single brand in the category," mktg veep Marcelo Pascoa underscored at the Molson Coors Distributor Convention yesterday in Orlando. As of Q3, Coors Light "dethroned" Bud Light to become the #1 premium light in several states across the country, spanning CA to ID, NE, OR, WA and NY. And the brand is "on the edge of dethroning even more," with aim to make 2024 the "biggest year in Coors Light's history," said Marcelo.