Beer Marketer's Insights
Essential Water is workin' its alliance with golfer Jake Knapp in expansion of campaign dubbed "Change the Equation" that posits Nestle-owned alkaline water brand as difference maker for elite athlete. In footage shot both on the course and in the gym, Knapp makes aspirational declarations like "Strength in the body, fire in the mind . . . Pressure doesn't break you, it fuels you," against soundtrack of Canon's No Loss, a similarly aspirational hiphop track. Of course, brand doesn't make much of its alkalinity these days, leaving it to consumers to theorize what's behind the "super-charged hydration" it provides. Knapp's also featured in full interview on brand's YouTube channel. "Change the Equation" concept had debuted last fall in key NY market via agency Droga5 with out-of-home ads and partnership with Athlos NY to reach female athletes . . . Monster Energy has notched its first-ever venue sponsorship but taken characteristically eclectic tack. Its new partner via multiyear deal is Cosm and its Shared Reality venues in LA and Dallas, with locations in Atlanta, Detroit and Cleveland in the works. As official energy drink, Monster gets expected pouring rights and menu pairings but also will be fully integrated into Cosm's Sphere-like 87-ft, 12K+ LED domes embedded within live programming like UFC events, starting tomorrow with Gaethje vs Pimblett battle. "As soon as I set foot in Cosm I knew it had to become a Monster Energy venue," per CMO Dan McHugh. "It's big, it's loud, it's awesome - it's us. Monster fans are gonna feel right at home." They'll be able to chomp on offering dubbed Beast Burger there . . . Celsius has signed multiyear global deal as Formula One partner of Aston Martin Aramco. Partnership will be key plank in "Live. Fit. Go" campaign being readied in new year, including Run Challenge hosted at Australian Grand Prix.
After divesting its North American bottled water biz in 2021, Nestle has formally launched sale of its remaining water biz with request for first-round bids this month, Bloomberg reported. A year ago the Swiss conglomerate had established that biz as a separate unit under moniker Nestlé Waters & Premium Beverages with view to bringing in acquirer or partner, moving last spring to engage Rothschild banker to manage process (BBI, Feb 14 and May 9). One outcome could be partial spinoff in which Nestle retains a minority stake, following model it took with its ice cream and frozen pizza businesses, both ensconced in JVs with PE firm PAI Partners as majority owner. The sale would involve Nestle's storied Perrier, Pellegrino and Acqua Panna brands but also its acquired Essentia Water alkaline water marque, which at one point Nestle had hoped to augment with complementary acquisitions that might exploit its DSD expertise to hitch a ride on its distribution network. But Swiss giant has been rethinking its strategy hiving off more brands than it's acquiring, with acquired Blue Bottle coffee chain lately heading toward the sales block after Nestle earlier divested another java pickup, Chameleon Coffee. It's also looking to sell its Nature's Bounty vitamin unit. Per multiple reports, investors that have signaled interest in water biz include PAI, Blackstone, KKR, Bain Capital and Clayton Dubilier & Rice. Citing unnamed sources, Bloomberg said bankers were working on debt financing in range of €2-3 bil to fund any transaction. Some view as tempting ultimate outcome the reunification of those water brands with Poland Spring, Pure Life and other parts of former Nestle Waters North America portfolio, tho that acquiring co currently is in process of digesting merger with Primo Brands and paying down debt. That unit had been acquired by partnership between One Rock and Metropoulos & Co, operating as Blue Triton, for $4.3 bil.
Put another whirlwind year in perspective with BMI's annual Year in Beer Webinar, a 60-minute presentation + Q&A, coming right up on Wed, Jan 28 to break down the past year's most important developments. Get an exclusive first look at 2025 tallies plus a rapid-fire roundup of the stats and stories that mattered most. All registrants will receive access to the live session, the full presentation deck for your records and a video replay.
The Chicago City Council voted to "outlaw a broad array of hemp-derived products months before a federal ban is set to take effect," but allowed exceptions for hemp bevs, hemp-infused pet products and "other CBD offerings," reported Chicago Sun Times. Retailers licensed to sell cannabis can sell hemp-infused beverages, powders and crystalline additives to consumers 21+, "provided they include no more than 10 milligrams."
AB's veep of business & wholesaler development Bob Tallett, known to many as "the Bud Man," is set to retire Apr 1 after a whopping 48 yrs with the company in various key roles thruout, co announced to employees and distribs at SAMCOM and thru letter to the distrib network from ceo Brendan Whitworth later in the day. Bob's impressive career in beer began in 1974 as a route delivery driver for a NJ distrib before joining AB in 1977 as a merchandiser. He "quickly rose" thru the org, "gaining deep operational experience and earning the respect of colleagues across the brewer-wholesaler network," Brendan wrote. Brendan praised Bob extensively for his "attention to detail, unwavering loyalty to the company, and unmatchable work ethic," as well as his "integrity, commitment, and passion for both our brands and people" that "have made a lasting impact." Bob's "helped define the culture, expectations, and high standards that continue to guide us today," Brendan underscored.
Stella Artois will keep its "foot on the gas to win big" in 2026, AB High End veep Chris Jones and prexy Andy Thomas shared at SAMCOM. While Stella's sales were down, co's laser focused on Stella growing share and already succeeding at that, gaining share of European-style lager nationally and total beer in "almost half the country" in 2025, Chris underscored. AB's "committed to supercharging this," leveraging its distinct chalice glassware and World Cup as key platforms to build on, planning to increase chalices by 5X vs last yr.
Mich Ultra and Busch Light may be the top 2 volume growth brands in beer, but Bud Light and Budweiser continue to hold lots of heft within AB's portfolio and the company's history. Core beer is "by far the largest segment in the industry," accounting for about 1/3 of all beer sold, said sr veep of mktg for Bud Light & Bud, Todd Allen, at SAMCOM. And Bud Light is still "the biggest player" within that segment at ~28 share, he added, slated to see significant investment in 2026 for a brand that maintains "the #1 partnership investment" across all of alcohol. "In our hands is the biggest player in the biggest segment in beer," Todd highlighted, calling Bud Light "critical to the success of our collective businesses and the industry." Then too, Budweiser is the largest American classic lager in the country and the foundation upon which the company was built. In the year of its 150th anniversary, AB and its partners will aim to uphold the brand's legacy, one that's woven into the fabric of America as a cultural "icon."
Busch Light Making Progress on Big Goals
AB's ambition for Busch Light remains big, head of marketing for Busch Family & Natural Family, Krystyn Stowe assured at SAMCOM. Gotta note, it already surpassed Budweiser (and Corona Extra) to become the 4th largest mainstream brand and 6th largest beer brand overall by volume in scans with 5 share of total beer. Miller Lite was still 20 mil cases ahead and Coors Light 30 mil cases ahead in tracked channels. But those gaps continue to close with Busch Light posting the 2d largest volume growth of any beer brand last yr, only behind Mich Ultra.
As Mich Ultra rose to the number one brand in the industry by volume, it doubled its share of beer volume over the last decade, Mich Ultra brand senior veep Ricardo Marques highlighted from the SAMCOM stage. In fact, brand more than doubled its share in tracked Circana multi-outlet + convenience channels, reaching 8.6 share of beer volume in 2025 vs 3.6 share in 2016, INSIGHTS notes. But "this is only the beginning," and "we can do it again," Ricardo proclaimed. While brand has nearly 13 share in high share mkts, it's as low as 3.6 share in less developed mkts where the brand is still growing at a rapid clip, Ricardo showcased. He pointed to consistency in Mich Ultra's strategy, execution and creative platforms, its position as a "first mover," runway with LDA and Hispanic consumers, and big megaplatforms with Team USA, soccer, golf, basketball and active living all having "momentum."
AB "Very Far" From Taking Victory Laps; "Hard Choices" Fueling Progress; 2026 Inflection Point
Coming off a stronger year of share growth, AB execs pointed to plenty of progress at its SAMCOM meeting in Los Angeles on Wed. But while "encouraging signs" give "confidence that we are headed" in the right direction, "we are very far from taking a victory lap on anything," ceo Brendan Whitworth assured. Improved results stem from "hard choices" across AB's biz, "and we've been making them" to free up "every possible resource" to reinvest. "You have my commitment to continue to fuel this engine," he stressed, adding that 2026 sets up unlike any year in recent memory and can help set their trajectory "for years to come."