1st BATCH OF FILES AVAILABLE NOW!

As FMB sales continue to stumble, new-age NOCA keeps climbing the standings of both the segment and broader beer. The budding supplier, which hangs its hat on several non-carbonated, influencer-backed brands, clocked in as the #40 overall beer supplier in Circana multi-outlet + convenience data for the last 13 wks thru Sep 7, cco Andrew Norlin highlighted to INSIGHTS. That's up from #45 for 26 wks. NOCA remains the #8 $$ contributor to beer category growth, he added, up $2.4 mil and +54% yr-over-yr. And as of last weekend NOCA surpassed 1 mil social media followers (across Instagram, Facebook, YouTube and TikTok), making it the #2 most followed "new incumbent brand" behind only Happy Dad and ahead of brands like BeatBox, Garage Beer, Surfside, High Noon and Sun Cruiser, according to Andrew. Soon to be in 40 States, Eyeing 45+ and "Double" the Points of Distribution Next Yr NOCA is getting a good shot of growth from geographic expansion. After adding distribution in several new states over recent mos, it'll tack on West Virginia within 30 days, its 40th overall. NOCA will launch there via The Beverage Market (MC/STZ house), Jo's Globe, Martin (MC/STZ) and Carenbauer (AB). It anticipates "another 5+" states next year, Andrew noted, currently in talks to enter AR, IA, LA, MD and OK. Co aims to be national by 2027 and already enlists a mixed bag of mostly beer distribs (see Dec 6, 2024 issue). But as number of new states begins to dwindle, NOCA still sees plenty of green grass ahead: it's the #109 overall beer brand family with "just under 20%" category weighted distribution. And "NOCA aspires to double distribution again in the coming year driven by a significant investment in field sales personnel combined with the support of our growing distribution network," according to Andrew, anticipating "another significant growth curve in the coming years" after quadrupling its biz since 2023. "Virtually Everything" Growing for NOCA as Other FMBs Fall Flat Given its younger LDA target demo and not-yet-national presence, brand's current focus areas are accounts near colleges and regional chains. But sales are fueled in no small part by a strong social media following. "NOCA has grown 400K followers in the last 90 days. No ads. All organic reach," said co-founder Alex Febonio. "We are focused on telling our story and documenting our journey...that's why people tune in." How has that played out at the checkout counter? "Virtually everything in NOCA's portfolio is still growing double or triple digits," Andrew exulted, contrasting that vs legacy FMB declines. Indeed, segment volume fell 7.3% for 4 wks thru Sep 7 in Circana MULC, below even premium lights (-7.0%) and hard seltzers (-6.7%). Six of the top 10 FMB brand families declined over that period, Andrew pointed out, as did 13 of the top 15 FMB SKUs for 26 wks. Too Turnt Tea 12pk Stats; Some 2026 Initiatives Meanwhile, 12pks of NOCA's top brand Too Turnt Tea are "now the #1 FMB Challenger to Twisted Tea 12pks in the FMB Tea space," said Andrew, surpassing AriZona Hard's top 12pk in recent wks. Since launching Too Turnt Tea Bayou Berry Blast 12pks a few mos back, that brand became a "top 25" new 12pk in total beer. It's also the #6 new 12pk by $$ per pt of distribution, behind only Mich Ultra Zero, Jumex, Smirnoff Sunny Days, Mark Anthony's Claw Tails and Bell's Oberon Light, he added. Next spring NOCA will launch Too Turnt Tea and Bayou Berry Blast in 5% ABV 24oz cans. Plus co will lean into its original product, a boozy water brand now named "Weekend Water," as a "major expansion play." Highlighting NOCA's perceived growth potential, Andrew noted that it's already the #4 FMB brand fam in NH foodstores (its home mkt), #6 in ABC Fine Wine & Spirits in FL and top 10 in Total Wine.

NOCA Cracks Top 40 Suppliers Over L13 Wks in Circana MULC; Quadrupled Biz Since 2023

Publishing Info