The US alc bev biz "is at risk of a 'Joe Camel' blow-up," Bernstein analysts Trevor Stirling and Nadine Sarwat wrote today. And high-ABV IPAs that top list of fast-growth craft brands these days are among the bevs that raise that risk, these analysts note. In late-90s, part of major pushback against tobacco industry was outcry over Joe Camel and use of cartoons to market cigarettes, report reviews. Prospect of alcohol becoming regulated more like tobacco is a top concern Bernstein hears from investors, Nadine commented during recent NBWA convention.

A few weeks ago we highlighted Kroger stores in mid-South that were discounting VPX Sports' canned sports drink Vooz Hydration Sensation at 10 for $1 and, when that proved insufficient to move the merch, offering it free (BBI, Aug 22). Reader has sent us a pic of similar deal at Market Basket chain in Mass: a pallet stack and the simple word, "Free." We can't recall previously seeing retailer resorting to that extreme to unload slower-moving brand.

Brooklyn-based agency operator and entrepreneur is harnessing Delta-8 variant of THC to offer refreshing canned bev called Loki Enhanced Seltzer that brings unquestioned effect to users but still can go out broadly to retail without regulatory hassles. The entrepreneur, Harji Singh, who operates branding and media agency Azai Studios, said he's looking to go beyond less definable user effects brought by nootropic and CBD bevs by incorporating 20 mg of hemp-derived Delta-8 cannabinoid in zero-sugar elixir sweetened with erythritol and stevia. Cans use so-called Generation 2 lining that doesn't strip active ingredients from liquid, as Gen 1 linings often do. Onset time is in 15-20-minute range, in synch with other sociability enhancers like alcohol. Loki goes for $6 and up, depending on channel. Singh and his partners started a year and a half ago with black-can Original entry in blackberry lime flavor and quickly augmented it with more female-skewing white-can entry in lavender peach (tho flavors aren't stated on pack). Early next year those will be augmented with Hibiscus Pear, Yuzu and Guava flavors, acceding to retailers' requests for broader lineup. Also coming in similar flavor range are Delta-9-infused line, which will offer more potent social high, and full-spectrum line. The partners started with D-8 because it's less forbidding to the non-cannabis consumers they're targeting. Also in works is a glass-bottle version containing 100 mg of concentrated D-8 liquid that consumers can dispense for multiple customized drinks.

Amid hoopla being created by Electrolit and such challengers as Gatorade extension Gatorlyte, brand called Biolyte has quietly been plying its trade out of Atlanta base for 6 years now. It's brainchild of anesthesiologist named Luther Rollins who was seeking better hydration alternative for his wife Jesslyn, who was battling breast cancer and struggling to keep up with chemo treatments because of persistent severe hydration. Their daughter Sarah wondered whether it would be possible to replicate contents of IV bag in a drink. After 4 years of development work, Biolyte emerged, with formula that augments contents of IV bag with ingredients that fight nausea, cramps and fatigue. Jesslyn, a former talent scout, serves as ceo. It's offered in 16-oz PET bottle priced at $2.99-3.99 in range of Berry, Citrus, Melon and Tropical flavors. Front panel declares prominently "the IV in a bottle."

Suddenly, it seems, the can makers aren't riding quite so high. Just months ago, the big 3 were minting money and warning of oversold situation stretching deep into 2023. But yesterday, Crown Holdings reported a shortfall in its anticipated shipments in Q3 and warned that the operating environment will remain "under pressure" for rest of year. The weakness had first emerged among craft beer customers back in summer but now extends to all sectors, particularly CSDs, said ceo Tim Donahue.

The 2022 Beer Insights Seminar is coming right up, starting with a reception on Sunday, November 13 and the program is all day Monday, November 14. The Seminar takes place at the Convene event space, conveniently located in midtown NYC. The afternoon program will feature an extended and unique interview with Boston Beer founder Jim Koch, both a look forward and a look back, from one of industry's leaders for over 35 yrs. Jim will give his inimitable perspective on the industry, Boston Beer and many of his provocative pronouncements as well as Boston Beer's pivots over the decades. You won't want to miss this discussion with BMI prexy Benj Steinman, who first met Jim in the mid-1980s. We'll also feature several other presentations and discussions with top industry execs and plenty of time for networking. There are lots of other

The US alc bev biz "is at risk of a 'Joe Camel' blow-up," Bernstein analysts Trevor Stirling and Nadine Sarwat wrote in note called "Sailing too close to the wind" today. "Responsible marketing is critical to the reputation and future health" of the industry, which "has come a long way on many dimensions," the report kicks off. But a growing number of products increase the risk of public outcry over "irresponsible marketing" that "directly or indirectly promotes or glamorizes" alcohol to underage consumers and unsafe consumption by anyone.

Boston Beer's Truly hard seltzer inked 4-yr deal with US men's and women's soccer teams to become US Soccer's official hard seltzer starting in 2023, co announced today. This lasts thru next World Cup, which is returning to US, and could be "the biggest sporting event in the history of our country," brand director Matt Withington stated at Boston's regional meeting. Women's US team will be competing for another world championship in 2023, and Boston will have all kinds of co-branded marketing, POS, packaging, activations and more to kick off the new partnership.