Monster's Beast Unleashed FMB line is now among top-50 best-selling beer brand families by $$ in natl Circana multi-outlet + convenience data YTD thru Sep 3. For the yr, it's just ahead of Founders family at #49, and on Redd's tail as #12 FMB family overall. But for most recent 2-wks thru Sep 3, Monster FMBs surged to #41 beer family by $$ overall. At $5.3 mil from nearly 135K cases, Beast Unleashed $$ surpassed Leinenkugel's Specialty fam ($5.06 mil), even as Leinie returned to growth. And Beast sales surpassed Jack Daniel's Country Cocktails ($4.9 mil from 106K cases) for latest 2 wks, making it #10 FMB family for period.

Draft beer volume was notably soft for opening NFL weekend, down 8.3% from Thursday thru Sunday vs same period year ago, according to BeerBoard report (as sibling pub Craft Brew News shared yesterday). That's after 2 yrs of 20%-plus growth recovering from Covid shutdowns. Opening night Thursday volume down just 3.3%, suggesting Fri-Sun volume down low-double-digits. Recall, keg shipments were still 23% below 2019 levels in 2022 and declined in 1st half of 2023, according to available TTB and US Dept of Commerce data. So "new normal" for draft volume appears to be significantly lower post-Covid.

Promo activity is still "elevated" in several mkts but "most" distribs "haven't heard of any price increases/don't expect any" for remainder of the year, according to latest Bev Bytes survey conducted by Goldman Sachs' analyst Bonnie Herzog. (This round of Bev Bytes surveyed 62 distribs covering 246K retail outlets/~41% of total US outlets that sell alc bevs.) Yet in mkts where price increases are happening, "several" noted that Molson Coors "is raising" prices and AB is typically "holding." Some AB distribs noted AB "could raise prices through a combination of frontline price increases (albeit with some promotions after), or by discontinuing prior promotional activity." Another few AB distribs said "all price increases are on hold for the rest of the year." One suggested they may take "very selective increases outside of the Bud Family" in spring and "may discontinue some promos on value brands."

Somehow, while managing Essentia Water to its exit to Nestle, then co-developing enhanced water brand called Yesly, Scott Miller has found time to write a book encompassing a work/life credo he calls The Summit Mindset. The former Snapple and Tampico exec, who led a mainly behind-the-scenes career before breaking out at Essentia, harnesses what is clearly a deep reservoir of empathy to exhort readers to prioritize communications, teamwork and generosity. The book, whose full title is The Summit Mindset: Winning the Battle of You vs You, was co-written with James C Moore and published by Greenleaf. It just went live on Amazon today and has quickly surged to the best-seller list. As for that matter of empathy, Miller is a guy who checks in by text message with 25 people every morning. We rest our case.

Coupla big developments in US grocery world progressed since late last week. Instacart announced it's targeting $8.6-$9.3 bil valuation in its upcoming initial public offering (IPO). "A far cry" from ~$39 bil valuation it had for 2021 capital raise, Wall St Journal (and many other news outlets) were quick to point out. Instacart aims to raise up to $616 mil from 22 mil shares offered within $26-28 range, Reuters wrote, citing latest public filing, adding that top venture firm investors already agreed to buy up to $400 mil worth. Recall, PepsiCo agreed to separate deal to buy $175 mil in preferred convertible stock (BBI, Aug 28).

Zevia has recruited Kirsten Suarez as cmo, bringing coupla decades of marketing experience from earlier runs at Taco Bell and Procter & Gamble. She most recently served as cmo of Sweden-founded Nick's, a maker of better-for-you protein bars and ice cream. At Zevia she'll report to prexy/ceo Amy Taylor, who cited her "deep understanding of the Zevia customer, better-for-you foods and mainstream CPG" . . . Black Rifle Coffee has gone to the guy who brought it to the dance for its new cfo. Joining the co is Stephen Kadenacy, who played key role in BRCC's public move via merger in Feb 2022 with SPAC called SilverBox, where he served as ceo. Kadenacy boasts about 3 decades of financial experience, including role as former cfo of Aecom. He succeeds Greg Iverson, who left last month to return to education sector . . . Saying 7 years at Dirty Hands merchandising co has whetted his appetite for entrepreneurship, Dan Bubniak has departed the co, where he most recently served as chief growth officer, in order to get into world of EOS implementation as part of EOS Worldwide network (referring to Entrepreneurial Operating System) working alongside coaches at Outpace Enterprises. "Helping leaders, owners and organizations reach their potential is what gets me energized every day," said ex-Deloitte consultant, who remains owner and board member at Dirty Hands.