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On top of its splashier innovations for 2026 in partnership with PepsiCo (see last issue), FIFCO USA's brand plans feature refreshed looks and messaging and focused priorities while remaining realistic, "fearless" and "fast," cmo Guillermo Sanchez and other execs highlighted during yesterday's virtual distrib mtg. For its largest brand fam Labatt, that includes an all-new campaign, "brewed for the roast," with a comedian partnership to come "who excels at the art of the roast" and refreshed packaging that cues more premium while leaning into its Canadian heritage as a "Canadian-style" pils brewed in the US. "For the roast" leans into the notion that our siblings and closest friends are "who we give the hardest time," noted brand director Jason Foleron. That lends itself particularly well to team USA vs Canada hockey marketing next yr, and can be implemented across hockey, golf and football assets, leaning into its Buffalo Bills partnerships most of all, of course. Labatt also continues to optimize and integrate its DraftKings partnership into local podcasts, content and sponsorships. LTO cans will feature key NHL partners' "favorite chirps." And Labatt Blue Light blueberry shandy is coming back for yr-2.Seagram's Escapes is takin' the tuffest hit in the portfolio currently, down more than 20% in tracked off-prem channels this yr. But it's still one of the top FMBs with distinctive flavors, branding and price point that brand directors Jaime Polisoto, Kate Shandorf and co will lean on in 2026. Escapes is "an opening price point in the [FMB/flavored alc bev] segment" and "consumers need us more than ever," co underscored. And its "escape the flavorless" campaign can resonate more broadly, they figure. The 10%-ABV Seagram's Spiked is just getting going with its World Wrestling Entertainment (WWE), planning a full year of activations thru that key partnership, launching new flavors and new 7.5oz mini cans. Goal is to protect and defend core 5 Escapes flavors, expand its growth packs and "unleash" Spiked's "full potential."Genesee's challenges this yr led co to realize it needs more "consistent messaging" across the classics and specialty portfolio while reaching its core blue-collar worker consumer base more effectively, noted brand manager Tiffany Bowman. So Genny's 2026 "we see the grind" campaign seeks to "showcase those who participate in the daily grind" of hard working jobs that often go unseen. Packaging and messaging will more prominently feature Genny's history as the oldest brewery in NY, established in 1878. And co's reviving some old recipes like dry hopped cream ale and summer brew.Supply Chain is "Fully Stabilized"; "More Partnerships" for Capacity Utilization FIFCO USA's supply chain had some "issues" as the Rochester facility took on all of Labatt's US production and implemented a new state-of-the-art canning line, strategic growth & analytics veep Ellen Taberski acknowledged during exec Q&A session. But "operations are now fully stabilized" and co's been able to "tighten" its internal processes and "strengthen" cross-functional comms across the supply chain, she underscored. The brewery's now "in a better position overall than ever." On top of "better communication and better coordination," ceo Gustavo promised "more partnerships" and "not just innovation" to utilize 100% of its capacity and remain "cost efficient and price competitive."FIFCO USA Volume Down 12.5% in Circana MULC; Still #11 Supplier by Volume in Beer; "No Fairytales," Taking "Action" Labatt, Seagram's FMBs and Genny declines continue to offset Lipton Hard Iced Tea's growth and drag overall FIFCO USA trends in 2025. Sales were down 12.3% with volume down 12.5% and avg price/case flattish YTD thru Oct 5 in Circana multi-outlet + convenience channels. Yet FIFCO USA remains the 11th largest beer supplier by volume nationally. There are "no fairytales, no hype" and "no waiting for someone else to fix it," Guillermo commented. Co's taking "action" next yr, focused on "reigniting our core" and bringing "innovation in new ways to grow our business" while having "faster reaction to culture and disciplined execution," he said.

FIFCO USA Refreshing Labatt & Genny; Unlocking Seagram's Spiked/WWE Yr-Round, Adding Mini-Cans; Leaning on Escapes Value/Flavors

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