It's a match made in Hennessy. FIFCO USA's chief sales officer of the past 2 yrs is leaving for an "executive leadership role within a Moët Hennessy company," ceo Piotr Jurjewicz wrote to partners yesterday. During his time at FIFCO, Dan "made valuable contributions" and "built strong relationships with many of you," Piotr added. But "he leaves behind a strong sales leadership team that will continue to move the organization forward while we work on a transition plan," with an update on leadership plans coming "in the next few weeks." FIFCO finished 2022 with $$ down 9% and volume -14% in full yr IRI MULC data. But improved to $$ +2%, volume -6% in 2023 scans thru Jan 29.

Coming off of a tuff year, Boston Beer's executive officers saw lessened bonus returns in their 2022 compensation packages, tho still received nice stock option awards and base salary increases for 2023 and beyond, recent 8K filing shows. Execs collectively "achieved 38% on the 2022 Bonus Scale" after revision in July 2022, co reported. (Woulda been 0% of co's original bonus scale.) With Boston depletions down 6% thru 9 mos of 2022 and expecting to finish down 4-7% for the full year, seems that virtually all target goals achieved were based on EBIT and efficiency targets for the year. Ceo Dave Burwick did not receive a bonus in 2022. Cfo Frank Smalla and cso John Geist received $142,250 bonuses, approx 24% of their base salaries. Cmo Lesya Lysj received an $84K bonus, 16% of her base salary. And chief people officer Carolyn O'Boyle received $137,500 bonus, approx 27.5% of her base salary in 2022.

Total bev alc $$ just flat compared to a yr ago in week thru Feb 5 in IRI multi-outlet + convenience. "Flat sales following a relatively 'Wet Jan' coupled with strong sales during NFL playoff is not unexpected," said IRI exec veep Scott Scanlon. But he expects "growth brands to outperform" in next week of data (leading up to Super Bowl). Meanwhile, New Belgium still rolling as Scott points out. Up 22% in latest week and "jumps to #14 brand family." That's bigger than Mike's Harder, Smirnoff Ice, Dos Equis and Stella families in IRI MULC.

Super Bowl advertisers hadda be happy to hear that Fox estimates the game had an average audience of 113 mil viewers and noted that when final numbers are in it could be the 3d most watched Super Bowl in history. Sunday's rating was highest for game in 6 yrs.

Coca-Cola ceo James Quincey again didn't say much on subject of alc bevs on Coca-Cola Q4 conference call. But he's "very interested in some of the alcohol experiments" and is "particularly looking to see Jack & Coke do very well." Mexico is "encouraging" and "ahead of expectations." US launch comin' in March.

Those with longer memories might recall that what's now a booming craft distilling sector got its start in part from fruit growers in areas like Mich and Pac NW who sought to extract more value from their crop by distilling it into spirit style called eau de vie. It's with similar intent that entrepreneur in signage biz in Mich has created glass-bottle line of cherry-infused teas called Leelanau that offers shock of rich flavor. So far it's available just in Mich, but founder Kevin Vann has enlisted Cascadia Managing Brands to help expand footprint of brand in natural channel in Midwest and along East Coast and is in hunt for right DSD partners in those regions. The line named for state's Leelanau Peninsula is packed in 16-oz widemouth glass bottle once associated with Snapple brand, in Cherry Sweet Tea, Half & Half, Cherry Lemonade, Cherry Sweet Tea and new Cherry Limeade. Unlike cherry-based bev brands like Cheribundi, Leelanau doesn't lean heavily on considerable nutritional benefit of cherries, rather positioning brand as rich-tasting refresher with reassuringly short ingredient list - no more than 5 ingredients. "I feel people get it," he told us in call earlier this month. "At the end of the day, it tastes good." Of course, it's not a brand for those obsessed with eliminating sugar from their drinks given 32 g payload (140 calories) for entry like Half & Half. It goes out at $2.99, tho Vann hopes to ride learning curve downward in future, once inflation subsides more. "Cherries and glass are not cheap," he observed.

For bev watchers, last night's Super Bowl was noteworthy in part for slim pickings on non-alc side - but also for pre-kickoff ad for Prime Hydration that may have marked milestone for creator brands that emerge out of nowhere and become meaningful segment participant in first year.

Public markets dead? Yerbae brand operators Todd and Karrie Gibson have spotted an open window, employing SPAC-like mechanism to draw listing on Canadian exchange today while raising $8.8 mil in growth capital, including convertible note, to support continued expansion of yerba-mate-based energy elixir. The move came via complex transaction called reverse triangular merger with entity called Kona Bay Technologies, maneuver which is resulting in Yerbae being listed today on TSXV exchange as a Tier 2 industrial issuer under name Yerbaé Brands Corp. Given new public reporting requirement, Yerbae has recruited as cfo William Finn, who's familiar with SPAC space via role as cfo of $300 mil entity called Legacy Acquisition Corp. It's also enlisted some familiar names for board seats: Carl Sweat, ex-Coke exec who had run at FRS energy play and oversaw Good2Grow rebranding, as well as Andy Dratt, evp/chief commercial officer at Imbibe incubation house. Rose Zanic of RCF Advisors also joins that body. Bev vet Todd Gibson serves as chmn/ceo while Karrie, a successful entrepreneur in recycling realm, serves as coo and board member. Small-cap specialist Roth Capital advised on transaction. Todd told us co had been patiently biding its time on public move since Aug and window finally opened.