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If the beer biz ends up coming anywhere close to the way Circle K category manager Bob Gulley expects in 2026, or how the category started off in the first couple wks of Jan (see below), then beer's in for a helluva rebound this yr. The Hispanic consumer "stopped going out" around this time last yr, but as we "cycle the [new] Administration," Bob and co are already seeing early signs of a "comeback of the beer category" and beyond in their stores, he shared at Beer Business Daily Summit in San Diego yesterday. Bob expects "a pretty good spike in sales, especially" for imports, a "better" first quarter for the category across the board, leaning into what's working across imports, high ABV, superpremium and non-alc. Beer category is up, expected to grow and gain shelf space this yr for Circle K, he underscored. And co's happy to be an early adopter on hemp THC bevs, expecting the category to continue to grow and ultimately stick around in different ways, shapes and forms at state levels while "managed like alcohol." STZ Early 2026 #s Up Strong Constellation prexy Jim Sabia wasn't as bullish as Bob, but remains "cautiously optimistic" about 2026, he commented later that evening (reiterating what ceo Bill Newlands said a coupla weeks ago). And further out, Jim's "really positive about the future of beer." Natl trends noticeably spiked in recent scans including STZ beer $$ up 11% with Modelo family up 10%, Corona fam up 7.5%, Pacifico up 28% and Victoria up 48% in latest week thru Jan 11 in Circana multi-outlet + convenience data. STZ $$ up 3.8% the week prior too. Big improvement as STZ $$ sales down 1.3% in Circana MULC in 2025.Coming outta its first full-yr decline in 15 yrs, co's "evolving" its playbook thru price points, price-pack architecture and new brands, Jim reminded. But it's "being very careful" and "disciplined" in how it's bringing latest additions to mkt, he stressed. Priorities have to be Modelo Especial and Corona Extra, then Pacifico, then Modelo Chelada, followed by Victoria, which is "doing really well," before even thinking about some of the newest tests. So STZ has to "make sure" it's "not asking our network to try to do too many things," especially during peak summer season, he noted.On Prem is "Critically Important" to Get Corona Back on Track Asked specifically about plans to improve Corona family trends coming off a tuffer yr, Jim acknowledged that Corona Extra faced "headwinds." But there are "pockets" where Extra's "still doing well," and "on premise is critically important," he emphasized. Plus, Corona Premier is already improving at its new price point (117 index to mainstream lager) with draft "a big part of our play going forward." Draft is "one of the reasons Modelo has done so well" and "Pacifico is coming on," in Jim and co's view.Austin Cocktails Moving to Beer Division Purview; Good Peels Apple Refresher Test in 7 Mkts Asked if Constellation would ever make a play in spirit RTDs, Jim said that co's "always evaluating opportunities," but "it's got to make strategic sense." Tho it is bringing Austin Cocktails brand, which Constellation Ventures invested in yrs ago, under the beer division's purview going forward in attempt to give that brand line an extra jolt, he added. Meanwhile, STZ continues to test new-to-world flavored alc bev brands too. It's launching Good Peels apple refresher, a non-carbonated FMB made with 10% apple juice that clocks in at 5% ABV, 100 calories and no added sugar. That's brewed outta City Brewing in WI, per TTB, and available in 7 mkts initially.

Circle K Bullish on 2026; "Early Signs of Comeback"; STZ "Cautiously Optimistic," Sez Sabia at BBD Summit

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