This year marks a "step change in our marketing," said cmo Benoit Garbe at AB's SAMCOM distrib meeting. On top of 60% increase in media spend across 10 "megabrands" (see vol 25, no 19), there's "sharper articulation of what brands stand for," and an increased "discipline," "focus" and "cohesion." "This is our year to scale and execute big." AB looks to "strengthen" position with younger LDAs, speak to more diverse, more female, more multicultural audiences, and "think and act more local." Co's doubling its investment in Hispanic media, putting more money toward digital, audio, out of home and c-store to "show up bigger," and putting 41% of media investment in local. It's investing in a wider array of pro sports like boxing, soccer and pickleball. And co aims to further ensure its brands are "where culture is shaped" and "shaping culture in our own way," added Benoit. AB is dialing up celeb star power for several of its brands this yr, as Mich Ultra continues to add to its roster of star athletes and celebs, plus Bud Light, Stella, Busch Light and NUTRL are adding big names in unique ways, among others.

Vita Coco has formally launched its anticipated Vita Coco Barista MLK but with an unanticipated twist: it's teamed up with small but influential Alfred Coffee roaster to seed new entry. Made from coconut water and coconut cream, Barista MLK is breaking at LA-based roaster's stores in LA, SF and Austin thru Mar 12 as creaming option, including in specially devised Coconut Date Shake Latte that incorporates the new Barista MLK, pure coconut cream and organic date syrup topped with double-shot of espresso. Alfred founder/ceo Josh Zad said customers had long requested a coconut milk option but it wasn't until MLK's flavor and foamability that co was ready to put one on the menu. Alfred visitors will be able to purchase the MLK to take home, too. Alfred, a third-wave (or is it fourth-wave?) darling, launched in 2013 and by now has 20+ locations including some in Middle East. It's known for broad range of offerings, including likes of Chagaccino, boba tea and Coconut Date Shake, and takes contrarian approach to Starbucks by customizing each new café to its local area, as with new store in downtown Austin. We haven't heard back yet to query as to when Barista MLK hits broader range of outlets.

Unilever recruited former exec Hein Schumacher to serve as ceo this Jul, succeeding Alan Jope, who lost backing of influential shareholders with failed run at GlaxoSmithKline's consumer healthcare biz last year and has been tagged as too much of a corporate insider. Activist investor Nelson Peltz, whose Trian Fund holds about 1.5% stake, lauded move, saying he was impressed with exec during his time on Heinz board and "look(s) forward to working closely with him to drive significant sustainable stakeholder value," as Reuters reported. Co had announced that Jope would retire at end of 2023. Schumacher, 51, rejoined Unilever last Oct as board member and is currently ceo of Dutch dairy biz called Friesland Campina. He worked at Unilever more than 20 years ago before heading to retailer Royal Ahold and then Heinz, as Reuters recounted. "Positive that he's an external appointment," investor Jack Martin of Oberon Investments told wire service. "Good CV from what I read, hopefully provides the impetus the company requires."

Flow Hydration capped a challenging 2022 with Q4 that delivered 31% revenue gain in Q4 to $13.6 mil (Canadian), bringing full year to $47.1 mil, up 10%. Excluding copacking biz, Flow brand sales were up 38% to $7.9 mil for final period, +26% to $26.5 mil for full year. Gross margin was 10% in Q4, but 28% adjusting for $2.2 mil in take-or-pay payments associated with copacking switch and another $300K in inventory reserve taken for collagen-infused subline that co has decided to sunset. "These gross margin figures are not representative of our trajectory," emphasized cfo Trent MacDonald. Net loss worsened by 10% to $12 mil in Q4, but that included $2.8 mil in non-cash charges related to inventory, trade credit reserves and accrual for doubtful accounts, as co takes its medicine now rather than dying "death by a thousand cuts," as chmn/ceo Nicholas Reichenbach thumbnailed it today. Full-year loss narrowed to $36.1 mil from $50.7 mil a year earlier.

Time's running short to join Beer Marketer's INSIGHTS for our annual year-in-review webinar: 2022 The Year in Beer. This fast-paced 90-min presentation + Q&A at 1pm Eastern on Wednesday, Feb 1, will offer data you can depend on and analysis you won't see anywhere else. We'll unpack complex concepts and give you crucial context for understanding the dynamic US beer and alc bev biz. Sign up now for $225 per participant to join the call or watch the presentation on demand: a recording of the presentation and a copy of the deck will be available to each registrant.

Spirits sales sputtered out to close 2022 in control states, posting a 3.2% volume decline in Dec, NABCA reported this morn. Biggest mo of the yr by far a tuff time for worst trend of the yr. Brought 12-mo volume trend down to -0.6%. Six fewer selling days contributed to softer mo, but don't explain the whole picture. Tho that picture a whole lot brighter than domestic brewer volume, recall, as taxpaids dropped an estimated 14% in Dec (see Jan 26 issue).

Molson Coors is laying off "around 45 people" at its Albany, GA brewing facility starting Jan 30 (today), co announced late last week and WALB reported among others. That's approximately 9% of the ~490-person staff, according to co's website. Layoffs expected to occur "over an eight-week period" and "unemployment benefits, health insurance and other assistance will be available," noted WALB. Also, "there are no plans to close" the facility, a "company official" told the news site. This facility brews 7+ mil bbls/yr, making 45 brands and 415 SKUs total, including its top-5 brands listed as Miller Lite, Coors Light, Miller High Life, Steel Reserve and Miller Genuine Draft, according to the company.

Cutwater had another yr of strong double-digit growth, up 46% in the first three quarters of 2022, AB's Beyond Beer prexy Zonzini shared, and it's #1 spirits-based canned cocktail in America. But spirits RTDs up 58%. As well as Cutwater did, it lost share of segment last yr. So AB "massively increasing investment," said Zonzini, and looking to double awareness, though Cutwater "already has the highest brand awareness" in segment. "This is ours to win," Zonzini added. And this is yr "to become undisputed leader in the space," said Cutwater co-founder Earl Kight. AB showed NJ distrib Ritchie & Page next to huge displays of Cutwater in liquor stores. Cutwater grew to become distrib's #5 AB brand by $$, behind Bud Light, Bud, Ultra and Stella.