Beer Marketer's Insights

Beer Marketer's Insights

Patricia Bragg, who built the apple cider vinegar company founded by her father-in-law Paul Bragg into diverse player now called Bragg Live Food Products, has passed away at age 94, the co reported. Tho marriage to Paul Bragg's son Robert didn't last very long, she forged close connection to Paul and took ceo reins in 1970s until retirement in 2019, just before her 90th birthday. That year she sold out to group that included Swander Pace Capital, Dragoneer and singer/songwriter Katy Perry, family friend to whom she'd given first guitar (BBI, Jun 26 2019). "During her tenure, she diversified the product line and introduced numerous best-sellers that remain flagship products today, including Apple Cider Vinegar with Honey, Nutritional Yeast seasoning and Apple Cider Vinegar Drinks," New Hope Network reminisced. "A woman with an effervescent attitude and colorful wardrobe to match, Patricia could always be found attracting lines of autograph seekers at the annual Natural Products Expo West or dancing down the streets of Santa Barbara in the annual Earth Day parade in a pink cowboy hat adorned with multicolored flowers." Tho she sold out in 2019, "her smiling portrait—complete with the signature cowboy hat—still graces Bragg Live Foods' labels." "Everyone she met was touched by her passion for health and positivity," per statement from Bragg chmn Andrew Richards, founder/ceo of Swander Pace. "Bragg Live Foods will continue to honor her work as a steward of her amazing legacy. She was a remarkable woman."

Beloit Kombucha, Wis producer of powder sticks that also goes by BK & Co, said it's closed $800K seed funding round led by Grey Collar Ventures, which focuses on targets based in Beloit or willing to relocate there. Also participating were Battle Born Venture, a VC operated by state of Nev, as well as gener8tor and others. The company said it plans to use the funding to expand its production capacity, broaden flavor range and increase marketing efforts. Co employs BC30 probiotic strain in powder sticks that launched on Amazon in Apr. Each contains 1 bil CFUs but just 2 g sugar (25 calories). So far it's been riding single flavor, Blueberry Mint, but it has Watermelon, Berry Hibiscus and Green Apple in pipeline for coming months. And it's ready now to crack bricks & mortar, starting in Midwest.

Milwaukee-based Sprecher Brewing, almost entirely a soda marketer these days, is riding its 16-oz cans to continued distribution and retail gains while inaugurating a seasonal flavor program and trying again on energy occasion, this time with a Charged Lemonade.

Prime Hydration's spectacular growth and successful start to its Prime Energy flanker certainly have painted a big target on brand's back. So it's no surprise that class-action machine named Spencer Sheehan sees gold in them thar hills. In name of Florida plaintiff named Steve Berrios he's hit Prime marketer Congo Brands with lawsuit that goes after range of alleged infractions, including 200 mg caffeine content of energy line that it contends is excessive for the youth to which it's marketed, use of artificial sweeteners and lack of sugar, charge that could be levied at any of zero-sugar isotonics and energy brands on market. "Defendant misrepresented the products as energy drinks even though they have very few calories and therefore cannot provide energy," per suit. By that reasoning, which is backed up by some nutritionists, Gatorade Zero, Powerade Zero and other big brands also are defrauding their shoppers. Suit was filed in US District Court for Middle District of Florida, in Orlando.

Kefir leader Lifeway Foods rode mainly volume rather than pricing gains to strong Q2 with net sales rising 17.1% to $39.23 mil, +34.5% vs 2 years ago. Its core drinkable kefirs grew by 20% in period, ceo Julie Smolyanski indictated. Gross margin soared 11.7 pts to 28.7%, partly on easing of milk input costs as well as pricing taken in Q4. Operating income came in at $4.77 mil vs trivial $241K a year earlier.

Recreational cannabis continues to reach new heights in several US mkts and Americans are increasingly willing to try cannabis products as they become more readily available in many states. But the landscape remains messy, chock full of issues with illicit mkt sales and overproduction amid low level of licensed retailers and more.

Dunkin' Spiked iced coffee and iced tea lines were officially announced this morning after INSIGHTS reported on brand launch late last week (see Aug 11 issue). Brands will be available across CT, DE, FL, ME, MA, NH, NJ, NY, PA, RI, TX and VT starting with spiked iced teas in late Aug and spiked iced coffees in early Sep. On top of the variety pks for each line, "slightly sweet" spiked iced tea flavor will be available in 6pk 12oz cans and 19.2oz single-serve cans, and "original" spiked iced coffee flavor will be available in 4pk 12oz cans and 19.2oz single-serves. Announcement ensures readers that "notably, the Dunkin' Spiked line of products will not be available at Dunkin' restaurant locations."

Competitive dynamism and growing concerns about alcohol's health effects still haven't moved the needle much in longest-running annual poll about Americans' drinking habits. Once again, just over 60% of US adults say they "have occasion" to drink, Gallup reported this morn, just as it has most years since 1939. This yr's tally clocked in at 62%, just 1 pt away from long-term avg of 63%. Folks aged 35-54 are slightly more likely to drink (reported by 66%), compared to those over 55 (61%) and 18-34 yr olds (58%). Americans earning higher incomes and holding college degrees are significantly more likely to drink, while folks attending religious services at least weekly are quite a bit less likely to drink. Those trends have also held for many years.

Above premium beer segments are collectively gettin' back to bigger share growth in recent periods amid consistent flux of mainstream brands and surge of Mexican imports. Indeed, above premium segments gained 1.3 share of volume to 52.6 and 1.2 share of $$ to 64.5 for latest 4 wks thru Aug 5 in NielsenIQ channels. Improved to volume +0.8 share to 50.8 and $$ +0.6 to 62.9 YTD. While hard seltzer declines keep steepening, imports gained over 2 share of volume and $$, FMBs continued to gain over 1 share and craft beer share losses are stabilizing in scans with flattish volume share and $$ share down just 0.1 pts for 4 wks. Now that pricing increases aren't as large for mainstream segments and volume remains soft, they're collectively shedding more share in summer scans. Premium lights lost over 1 share of $$ and volume for 4 wks, now down 0.7-0.8 pts YTD amid massive shifts from Bud Light losses. Premium regular, below premium and malt liquor shed some share for 4 wks too.

History hasn’t yet turned the page on disputes pitting the dormant Commerce Clause against the 21st Amendment. Far from it. In fact, lawsuits about the issue seem to be flying faster all the time. Within just the last 2 wks, two federal courts issued decisions and two new lawsuits were filed on the subject. Another lawsuit popped at the end of July. While individual plaintiffs and defendants vary, the major players are the same: state regulators and distributor advocates join forces to defend against challenges from the same plaintiffs attys, over and over again.

Neither perspective is surprising. The suits pit various folks who view state laws that restrict the flow of alcohol as overly burdensome and unfair. And there’s no shortage of them. But the challenges also cut to the heart of state alcohol regulation, often dealing with provisions deemed “essential features” of state 3-tier systems, as numerous judges have now written. So in view of many state defendants and the distrib advocates who often intervene as co-defendants, the stakes could not be higher.

State & Distrib Advocates Run the Table Against Plaintiffs in Arizona Ruling handed down by Dist Ct of Arizona this wk is among the most comprehensive rejections of plaintiffs’ arguments we’ve seen, voicing full-throated support of state regs, including 3-tier laws. “This decision is a complete repudiation of many of the claims brought by these retail shipping cases,” as NBWA exec veep/genl counsel Paul Pisano wrote on Alcohol Law Review blog. And given that attys filing many of these parallel cases “already had a loss in the 9th Circuit,” it’s less clear that they’ll appeal this decision as they’ve done in numerous other suits. (This is an expanded version of an article that appeared in sibling pub INSIGHTS Express earlier today.)  

Indeed, judge here points to problem after problem with plaintiffs’ claims. First issue is that the 2 remaining consumer plaintiffs “do not clearly identify the precise laws or regulations that they challenge.” Removing a single statute wouldn’t do the trick, leaving other regs that would block the practice. So since it isn’t clear to this judge that he can offer them the relief they seek (allowing out-of-state retailers to ship wine directly to them), he finds even their standing to sue in the first place “doubtful.” 

But even presuming the ct could do something about it, the plaintiffs’ “claims fail on the merits.” The AZ laws barring direct shipments from out-of-state retailers are “not facially discriminatory, nor are they discriminatory in effect,” this judge determined. In-state retailers are subject to various state laws that out-of-state retailers are not, so it’s also “doubtful” that such cos “can be seen as similarly situated.” 

Neither Granholm nor Tennessee Wine Sup Ct decisions save the plaintiffs, the ct wrote. The 2005 Granholm decision only requires that exemptions from the 3-tier system be evenly applied to in- and out-of-state entities. Here, plaintiffs request an exemption to out-of-state retailers that in-state retailers do not benefit from. The 2020 Tenn Wine decision tossed TN’s residency requirement for retail applicants, not the requirement that licensees maintain a physical presence in the state. While the former is discriminatory, the latter is not, this judge points out.  

Finally, even if the ct agreed that the laws were discriminatory, the state showed that “the premises requirement is such an essential feature of the three-tier system that it is supported by the legitimate, nonprotectionist state interests.” AZ has sufficient reasons for preventing “direct shipping from unlicensed, out-of-state retailers,” including regulating the quantity and quality of products sold, while protecting minors and state revenues, judge wrote. Alternatives presented by plaintiffs were not persuasive and in view of this judge, the state has not “abandoned” the 3-tier system just because it created limited exceptions to it, like winery direct shipping. 

New Suits Over Shipping, Self-Distribution Filed in IA, MD and ID At the same time attys for the above plaintiffs, led by James Tanford and Robert Epstein, advocate for cross-border retailer shipping, they’ve returned to supporting suppliers, too. Recall the successful suit against Oregon on behalf of small brewers in Washington and the more recent suit against Washington on behalf of a small distiller in New York (as we wrote last mo). Attys filed 3 more new suits in just the last few wks. 

First came a suit against Iowa, seeking expansion of self-distribution privileges to out-of-state wineries, including plaintiff from Oregon. Then came a suit in fed ct in Maryland focused on direct shipping by breweries, quickly followed by a suit aiming to allow self-distribution in Idaho by small out-of-state breweries. Plaintiffs in each of those 2 suits include some of the same small brewers from Washington. 

It will be interesting to see if cts consider self-distribution similarly to how they’ve viewed direct shipping. Again, as AZ fed judge reminded, Granholm ruling asks states to afford out-of-state players the same 3-tier exemptions that in-state players receive. Direct shipping suits on behalf of suppliers seem more clearly cut, given closer parallels to Granholm. But look out to see if cts try to make distinctions based on commodity (i.e. beer, wine or spirits).  

11th Circuit Blocks FL Regulators’ “Untimely” Attempt to Smooth Over a Nearly 20-Yr Old “Imprecision” Meanwhile, the 11th Circuit Ct of Appeals rejected an attempt by Florida regulators to claw back a ruling dating all the way back to 2005. At that time, the state Division of Alcoholic Beverages and Tobacco settled a suit with out-of-state winery plaintiffs after the Granholm decision, paving the way for direct wine shipments from producers into the state. Florida regulators and plaintiffs (represented again by same folks as Granholm plaintiffs, above plaintiffs in AZ, MD, ID and numerous other Commerce Clause challenges to alc bev laws) agreed to an order clarifying that the state could not enforce its ban on cross-border shipments from wineries. 

But as a district ct found last yr and the 11th Circuit upheld last wk, the fed ct inserted the words “against out-of-state vendors and producers” when handing down the injunction. The inclusion of the word “vendors” was apparently not seen as problematic by regulators at the time; a draft ruling apparently used the word “synonymously” with “wineries,” regulators wrote in their motion. However, a state Senate committee acknowledged the ambiguity in a report shortly after the injunction took effect, the 11th Circuit pointed out.  

Wasn’t ’til 2018 that the DABT caught the problem. That’s when the agency issued a declaratory judgment saying that out of an “abundance of caution,” it would not block shipments from out-of-state retailers, often referred to as “vendors” in other sections of state law. And it wasn’t ’til 2021 that DABT sought clarification of what it characterized as an “imprecision.” But by then it was too late, dist ct ruled and appeals ct affirmed. The state claimed the ct could correct the “error” under a couple of fed rules without time barriers. Not so, both cts agreed. A different rule applies and it requires action within 1 yr. So the state’s motion was “untimely” and the injunction stands as is, preventing the state from taking action against out-of-state retailers shipping alc bevs into Florida. 

The decision was hailed by Natl Assn of Wine Retailers exec director Tom Wark as a “clear and compelling ruling on the terms of the original injunction against discriminatory enforcement of Florida’s laws.” It “will not only protect Florida consumers’ rights to legally access the wines they want but also keep the state of Florida out of the business of discriminating against out-of-state retailers via wholesaler-supported protectionist wine shipping actions,” he continued. Then too, Tom also asserted that, “as the appellate court found, there was no error in the original injunction and the US Supreme Court decision in Granholm mandated enjoining Florida from enforcing its prohibition on out-of-state vendors and producers from delivering wine to Florida consumers.” However, the AZ district ct judge and numerous other fed judges have broadly disagreed with this reading of Granholm to include retailers. And the beat goes on. 


Cheers,

Christopher Shepard