Beer Marketer's Insights
While imperial IPAs are having a moment in craft, similar story is playing out in cider. So OR-based 2 Towns Ciderhouse, which claims to be the "#1 Independent Cidery in the USA" and 1st to "establish imperials as its own category within the cider marketplace," is looking to build off that trend. Co will launch 10.5% ABV "The Bad Apple" cider in 4pk 12oz cans across its 15-state distribution footprint, 2 Towns announced, calling brand the "#1 selling single-serve craft cider in the US" and "the original imperial cider." It'll seek to augment success of Cosmic Crisp as "the #1 selling imperial cider," with ciders at 8% ABV or higher grew 112% in Nielsen-measured retail channels vs 2021, per release.
Lawson's 2023 Calendar Led By New Yr-Round IPA Coming This Spring and Sip of Sunshine 19.2s
Lawson's Finest Liquids will bring 4 new beers to its 9-state footprint thruout the Northeast in 2023, and starting in Apr flagship Sip of Sunshine IPA will be available in 19.2oz cans for the first time. A new (still to be announced) year-round IPA will debut this spring, joining Sip of Sunshine IPA, Little Sip IPA and Scrag Mountain Pils among co's always on offerings. Meanwhile, "recipe development is underway" on 3 new TBA specialty beers set for limited release later this yr: a fruited Elderberry Gose (Jul-Aug), a higher-ABV IPA (Sep-Oct) and a nitro stout (Nov-Dec). All will be available across co's distribution footprint, covering VT, CT, MA, ME, NH, NJ, NY, PA and RI.
Over the last few years, some craft brewers started to wonder how to go about brewing a craft malt liquor. Small batches, niche ingredients, another classic style for innovative brewers to reinvent and turn on its head, a NY Times article explores this wk. But "malt liquor is a loaded subject," too, the paper acknowledged, "long maligned as a quick and inexpensive means of getting drunk that was marketed heavily to Black and Hispanic men" in the 1970s, 80s and 90s.
Longtime leader of brewing and operations at Bell's and one of most decorated and respected American brewers, John Mallett will leave the co in late Feb after 21 yrs, Bell's announced this wk. He celebrated his 20th anniversary at Bell's just as it began integrating with Kirin-Lion-owned New Belgium, following completion of that acquisition. Now, a year later, Bell's shared his resignation from role as brewing and quality veep of the combined cos, a "recent development," spokesperson clarified. After his departure, John plans "to enjoy well-deserved time with family and pursue his many other interests," the co shared. "For now, there are no plans to fill his position."
"The Dead Will Multiply," Rogue marketers hinted. "IPAs are Dead," the co's website teased, ironically. Because far from mourning craft's top style, the irreverent Oregon craft brand launches Dead Guy IPA today with a Friday the 13th party at its Eastside Portland pub.
Founders' and Avery's game plan to return to growth under the newly formed Mahou USA roof involves lots of "little things" and "adjustments," Chief Sales Officer Anthony Giardina told CBN in recent chat. Co will continue building on Founders All Day as an extendable brand family and look to reinvigorate sales in less developed mkts, channels and packages while managing other core Founders brands. Avery will focus on White Rascal as its lead horse and gradually rebuild into a national brand after retrenching distribution in prior yrs. And co will continue to "nurture" Mahou imports in various "spots," lookin' for more mkts like FL for brand to catch on as a uniquely positioned Spanish brand. Formation of Mahou USA ultimately will add to overall headcount on sales force, Anthony noted. Tho there were some roles "eliminated" and some "will have to look at other opportunities within the organization."
Canadian juice giant Lassonde Pappas has put the Austin Nichols and Cadbury Schweppes Americas Beverages vet Bill Harrison at the helm for concerted push to build its branded offerings. He's been appointed vp for branded sales & strategy at newly created Branded Div where he will seek to accelerate growth of 4 key brands in US: Apple & Eve, Old Orchard, The Switch and Northland. Harrison had moved to Apple & Eve back in 2004 and followed co to Lassonde upon its acquisition, rising most recently to vp sales for foodservice . . . Ginger People Group named Andrew Bond its new ceo, succeeding Bruce Leeson, Australian-born entrepreneur who founded co in 1980s with his wife Abbie. Bond brings 25 years of mainly agri-food experience to Marina, Calif-based co that claims to be world's largest ginger and turmeric biz, with ops in Australia and Europe, at time those ingredients have been strongly trending in foods, bevs and supplements, all segments where Ginger People plays. Bond's past involvem
At time awareness has been building about benefits of regenerative agriculture, Singapore-based What If Foods has been harnessing the Bambara Groundnut for lines of plantmilks and instant noodles that have been making inroads into US market, lately moving into NY grocers via partnership with Gold Coast Distributing.
Eat the Change is continuing the methodical buildout of its Honest Tea replacement Just Ice Tea, adding first copacker and DSD partner on West Coast and bringing aboard foodservice specialist. Initial lineup of 6 Honest Tea-like flavors will be buttressed by 3 more at Expo West in coupla months.
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