Fast-expanding Latin-inflected energy drink El Jefe is ready to attack eastern half of US with recruitment of new-age sales & distribution vet Marty Jay Zirofsky, who's now reunited with his western-states colleague John Blair for at least fifth time in their careers. The duo have certainly had the knack over the decades, partnering on brands like Mistic, SoBe and Fuze/NOS during those brands' key ignition phase. Most recently they both served at Gym Weed, which John left last year and Marty Jay a week or two ago, as MJ confirmed in call today from his Charlotte base.

AB made pretty quick work of finding Bob Tallett's replacement following the announcement of his retirement. Co's promoting current Great Lakes region veep Kevin Feehan to take on the role of vice president of business & wholesaler development effective Mar 1, co announced to distrib partners this afternoon. While Bob was co's longest tenured "Bud Man," with AB since 1977, Kevin's not too far behind. He joined about a decade later, working with AB since 1986 originally as a merchandiser with AB branch in Chicago. Kevin rose thru the org in a variety of sales and leadership roles, primarily in the Great Lakes region, letter details. "Under Kevin's leadership, the Great Lakes has become our second-largest volume region in the U.S., as well as the largest volume region for Megabrands Busch Light and Cutwater," noted ceo Brendan Whitworth. "His consistent focus on people, performance, and partnership has driven top-tier wholesaler and internal engagement scores, and market share performance that has consistently outpaced the U.S. overall," Brendan added. "A strong foundation for his new role."

After a 2025 that started rough but improved quarter by quarter, Lagunitas is looking to keep the momentum going in 2026 thru tweaks to its existing strategy rather any major overhaul, co shared at its annual Dogpile mtg with distribs yesterday. Just over a yr into the job, CEO Bernardo Speilmann said he felt "desperation" early last yr as co was -3.1% against total craft in Q1, but a continued focus on flagship IPA and Little Sumpin' Sumpin' (LSS) helped reverse that trend by year end to +4.8%. The co is pouring $16 mil into mktg efforts this yr, $6.5 mil of it on brand amplification, with a 3-pronged focus on core brands IPA/LSS, "accelerating" high alc sales and "igniting" non-alc, with its Hoppy Refresher getting a major cosmetic overhaul. A big step-up from its $6-mil mktg investment in 2025. And despite the typically raucous, conspicuously profane and largely upbeat vibe, execs said there was more work to do, especially as the craft category rationalizes toward fewer brands, with natl-reaching ones leading the way. "Share change is great but volume still declined," said sales veep Peter Green. "The goal is to grow share and volume. We demand more of ourselves."

We've entered a new era in alc bev distribution. Beer guys are selling more spirits (and wine), spirits guys are selling more beer, the big are getting bigger (as per usual) and the little guys are getting out. Smaller distribs selling to larger distribs, a consistent consolidation theme, now happening at an accelerated pace. Primarily in the AB system these days. In 2025, several startling distribution developments advanced one or more of these themes. Some big moves last year pointed towards a very different future, already pushing further in the new year. Beer distribution is getting more intertwined with wine and spirits. As biz models change, it raises new questions.

A week and a half after the debut of the new edition of the Dietary Guidelines for Americans (DGA), the dust is settling and press coverage is winding down. Most stories continued in the same vein seen in the immediate aftermath. Outlets with the widest reach kept mentions of alcohol short and mostly sweet, often citing Dr Oz's comments on sociability. Sources that went deeper or that generally lean toward stances more critical of the Trump Administration were more likely to hold up alcohol as one of the confusing or concerning elements of the new guidelines. Still other sources cheered the DGA's broader revamp as well as the more generalized guidance to drink "less."