Califia Farms, which got its start finding higher-value uses for almonds grown in California's Central Valley, kicked off 2026 with wave of new-product activity that includes its first-ever soymilk items. The soy-based items take their place within LA-based co's Simple & Organic platform - also a divergence from launch platform as co found itself nibbled away by rivals with shorter ingredient lists - alongside items with almond, oat and cashew bases. Also in the mix, per announcement today, is pair of creamer additions to Simple & Organic, Sweet Crème and Salted Caramel, and cleaner core creamer recipes and newly launching Cold Brew and Matcha blends with Almondmilk. We can recall Califia's late founder Greg Steltenpohl initially poohpoohing advent of minimally processed plantmilks as irrelevant to shoppers, but he quickly responded when the new entrants started to show traction. His successor as CEO, Dave Ritterbush, has accelerated effort.

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 bevs, powders and crystalline additives to consumers 21+, "provided they include no more than 10 milligrams." That's generally a limit that RTD players can live with as they target sociability-enhancing lower dosages.

As consumers' awareness about ultraprocessed foods grows, stoked in part by MAHA movement, Spindrift has taken a role as first bev brand to qualify for new certification as Non-UPF Verified. The move offers way for sparkling water brand to more explicitly capitalize on its position in segment as avoiding use of so-called "natural flavors" in favor of those captured directly from fruit essence and to avoid all artificial sweeteners. Effort at Newton, Mass-based co was led by recently established Spindrift Ventures arm that pursues initiatives that otherwise might get lost in day-to-day routine at what's now roughly a $400 mil (sales) brand. (More on that below.) Jon Silverman, evp who leads ventures arm, termed new standard version 1.0, with further refinements expected.

This week in 2001, at same time AB pulled Bud Light in UK 'cause light beers weren't getting any traction, AB also noted that Bud was the #2 brand in Ireland. "Interestingly AB scored great growth though Bud was contract-produced by international competitor Guinness," and distribs were not exclusive in Ireland, noted INSIGHTS. AB said 85% of all beer in Ireland sold on premise; 61% of Bud was draft. Brewers shipped all draft beer direct as distribs only handled packaged beer.

Indiana football coach Curt Cignetti already wasn't likely to have to pay for a beer in the Hoosier State for the rest of his life following his team's historically improbable national title victory on Monday, but now it's a certainty, as Bloomington's Upland Brewing Co announced it would provide him with a lifetime supply of beer, reports The Sporting News and others. The infamously stone-faced coach finally broke into a smile after his team's 27-21 victory over Miami, saying, as the confetti fell, that he was "gonna have a beer" to celebrate, prompting similar celebrations in beer circles. Recall, when the OKC Thunder won the NBA title in June, its celebratory beer went largely untouched (see Jun 25 2025 issue), tho as we later clarified, such conspicuous abstinence was the exception, not the rule for sports titles. Anyhoo, the ~13K bbl/yr Upland had already been supplying Coach Cig with beer during the season, but now the coach can enjoy a Dragonfly IPA for free yr-round.

Yuengling's not quite as old as America, but it's closer than it is far, and the 197-yr-old brewery is set to commemorate the country's semiquincentennial (say that 3 times fast!) with limited-edition 250th Anniversary Lager cans and packs, co announced in press release. The red, white and blue design - largely white with a flag on the bottom third - is now available in 12oz 12pks and 24pks across Yuengling's 30-state footprint and proceeds of sales will support Team Red, White & Blue, a nonprofit org supporting veterans. "We don't just talk about American history-we've lived through most of it," said chief admin officer Wendy Yuengling. "This design honors both our country's 250th milestone and the generations of hardworking Americans who've kept our brewery, and our nation, thriving." Yuengling sales up 1% early in 2026 in Circana MULC on gains from last yr's new mkts (see Jan 12 issue).

In the second teaser for Michelob Ultra's 60-second Super Bowl ad, titled "Greg's Tab", spot "reveals the actor behind the ski goggles" from its first teaser to be actor Lewis Pullman, per AB release. Teaser shows Greg hanging at a ski chalet bar, "where his is, yet again, picking up the tab." A friend even comments: "Who needs a credit card when you got a Greg?" Then a voice off camera asks: "Tired of always buying the Ultra's Gregory?" The final teaser will drop next Wed.

Boomers punch above their weight in alc bev spending, and millennials well-below, Circana exec veep Scott Scanlon showed in deck for BBD Summit, based on its scan panel data. Boomers were 32% of buyers, but spend 40% of alc bev $$ (probably more disproportionate in spending on wine and spirits than beer, tho that's not shown). But while Millennials "are nearly a third of BevAl buyers," said Scott, they "drive less than their fair share of spend." Millennials were 31% of buyers, but just 22% of dollars. Recall, Millennials were born between 1981-1996. Gen X spent very close to what they represented as a % of buyers. They were 30% of buyers and spent 32% of $$, according to Circana. Gen Z still mostly not legal drinking age, accounted for just 2% of $$ spent, tho 3% of buyers. These stats paint picture of distribution of spending on alc bevs, but a fair amount of difference must be based on who has more money.

A scheme involving a 3d party vendor and funds made available to retailer execs by alc bev distribs and suppliers swirled in Vegas this week as a whistleblower at Wynn casino offered tantalizing details of the alleged scandal to Casino.org this wk. Tho no upstream alc bev cos or individuals named by this anonymous whistleblower, their report does name an asst veep at the casino, alleging the exec used credit cards paid for by distribs and manufacturers for personal gain. Also claims higher-ups at the casino know full well about the bribery scheme and that such behavior is "endemic" on the Strip.