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Rather than lament the changing landscape, Duvel USA will "adapt and evolve with our consumer," CCO Bobby Dykstra promised to kick off co's virtual national sales summit yesterday. Co continued to gain slight share in 2025 despite a "challenging and competitive environment." But these days its Belgian imports bolstering co's trends and driving much of Duvel USA's share gains. Org recently separated its imports and craft sales and mktg teams, a shift prexy Seraf De Smedt said will better position co for future success with dedicated resources, while staying integrated on fulfillment and supply chain. But craft remains at the co's core, and Boulevard is still by far its biggest brand, albeit with a new #1 offering atop the portfolio. Space Camper Cosmic IPA officially surpassed Unfiltered Wheat to become Boulevard's #1 beer in the last 4 wks, Duvel USA's craft mktg veep Ali Bush shared. Among top objectives Bobby shared, co aspires to: grow Space Camper pkg placements by 1,500 points of distribution (PODs) and draft by 200 handles in upcoming yr; build on Boulevard Light in yr 2 with eventual aim to make it a "top-selling craft light lager" and capture 2 share of the light beer category in KS and MO; continue to drive barrel-aged beers on premise; grow Ommegang core brands 5% in 2026 and shore up Quirk hard seltzer trends with new "Chill" mix pack innovation, lookin' to crack over 2K outlets within 1st 3 mos.On import side, Chouffe is the fastest-growing Belgian import YTD (+15%) and Duvel's the #1 high-end Belgian import, Bobby noted, figuring Chouffe may be able to double distribution in the next few yrs. Duvel USA seeks to become the "top supplier in Belgian imports," he declared. To make that happen, "we will need to eclipse 27 share" from ~13.5 share currently, with Duvel ~7.5 and Chouffe at 6. "Let's get to 15 in 2026," he added, behind growth from both brands. Co will again look to grow Duvel 4pk bottles 3% or better next yr (up 4.5% YTD) and get to 10K total PODs, up from 8.8K currently. It'll also launch new Chouffe Framboise (Raspberry) in Mar 2026 and "get serious" about Chouffe draft, up 86% after adding 400 draft lines in 2025 and seeking to do the same next yr.Every Space Camper Pkg Growing YTD; Cosmic IPA Up 4% Given the change atop Boulevard brand standings, Space Camper is fittingly its #1 priority. Cosmic IPA is growing 4%, taking the entire Space Camper franchise to "new heights," added Ali. Every Space Camper pkg is in growth mode yr-to-date. Yet distribution is lagging, according to Boulevard brass, who are looking to close that gap. In 2026, co will add 19.2oz cans of Juice Nova beginning in Feb (9% ABV), joining Cosmic IPA (5.9% ABV) and Quantum Hop (9.5% ABV). Quantum Hop is its fastest-growing 19.2oz offering, up 46%. But next yr Boulevard will mostly lean in on limited releases rather than new yr-round innovation.Quirk Hard Seltzer Down Nearly 20% in YTD Scans; Lookin' to Get Back on Track with Chill Mix Pk Co's Quirk brand family took a negative turn in 2025, with hard seltzer $$ sales down 19% YTD in NIQ scans thru Sep 5. And slight pop from launch of hard green tea only changes those trends slightly. Quirk is still the #9 hard seltzer nationally, #3 in Kansas, #2 in Missouri and a top 3 brand across the "largest Midwest chain." But Boulevard "experienced how fierce beyond beer competition can be," craft brand mgr Adam Hall acknowledged. Their main learning? "Innovation can't take a day off." So co will launch new Quirk Chill Mix pk as a yr-round offering starting next Feb. It features 4 flavors each at 4% ABV: Frozen Berry Bar, Tiger's Blood, Lemon Italian Ice, Rainbow Sherbet. While flavor feedback's been good on Quirk hard tea, co will seek to reinforce its lower calorie and sugar counts than competition.Boulevard Light "Offsetting Wheat Declines"; New 19.2s; Barrel-Aged Brews, Tank 7 and Ommegang Outperforming Boulevard Light got "off to a really good start" after debuting in Mar, and its sales are already "offsetting Wheat declines," according to Ali. (Editor's Note: Boulevard Wheat Ale $$ are down nearly 16% in yr-to-date NIQ scans and remain the primary drag within the brand fam.) But co will look to take Light "to the next level" in 2026, starting with launch of 19.2oz cans in Feb for expanded distribution across c-stores and event venues. Meanwhile, co's barrel-aged beers grew nearly 10% by $$, Adam added, driven by lineup expansion and limited releases. Rye on Rye up over 50% vs yr ago and Tank 7 about flat, gaining share with boost from 12oz cans. Ommegang is one of the "few legacy craft breweries seeing growth" these days, including +3% all-channel in home state of NY. Gnommegang is its #2 brand, up 8% YTD, behind only Neon Rainbows. The latter saw trends improve "dramatically," with draft up 5%. Then too, Three Philosophers bottles are still seeing double digit growth. And co is planning to launch a new yr-round Ommegang Imperial Stout in Oct 2026, since upstate NY "lacks local year-round high-ABV stout offerings," according to Adam.Leaning into College Sports Sponsorships; KC World Cup Host Next Summer Boulevard is leaning hard into local college and sports partnerships, now the proud sponsor of Kansas Athletics as well as Mizzou and Missouri State. It'll look to play up local ties with custom signage, promos and co-branded packs, including and often with Quirk. Co's aiming to capitalize on KC being the only Midwest city to host 650K visitors for next summer's FIFA World Cup, planning to launch a limited-time Space Camper Star Striker IPA in May to commemorate the moment. Co's euro imports like Chouffe draft can also win in a wide range of accounts and go great in a Euro soccer bar, execs noted."Tremendous Momentum" on Belgian Imports; Chouffe Draft a "Sleeping Giant" Duvel USA's smaller but fast-growing import arm is seeing "tremendous momentum," said imports sales & mktg veep Brian Reames, now with the dedicated people and focus "these brands deserve." Co's aiming to grow distribution on flagship Duvel 4pk bottles. Updated Chouffe cans are still flying, +33% YTD. And Chouffe Draft is "a sleeping giant," which Brian called their biggest import oppy in 2026. Come Mar, co will launch pkg offering of new Framboise flavor at 7% ABV to help bring new consumers into the fold. Non-alc Chouffe also up 30% this yr. The NA category is "crowded, but this beer stands out." It's "a layup" in the on-trade and "moves where we get distribution," he added. La, Na, and Chouffe Framboise will each get a "lot of attention in 2026," said Brian. Duvel 6.66 will also replace bottles with 11.2oz slim can 4pks in 2026 and get new tap handles, with recently rebranded Chouffe IPA (formerly Houblon Chouffe) a new addition to the yr-round portfolio. Net-net: this is "a category to get behind now," Brian added, pointing to tasty margins on co's hi-end import portfolio.

Space Camper Cosmic IPA New #1 Boulevard Brand and Duvel USA's Top Priority; Dedicated Import Team

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