Sara Rowan

Not quite West Coast or New England–style, the reemerging label is confusing at best … For a long time, two regionally termed IPA subcategories have dominated U.S. beer cans: “West Coast” signaled clear and bracingly bitter with a piney, citrusy, resinous hop profile, and “New England” meant juicy, hazy and sweeter with tropical hops. Suddenly, however, a label that’s maintained alower profile since craft beer’s early days is showing up on more tap lists … muddying that understanding: “American IPA.” What even is this style? The name suggests some overarching combination of the two coastal substyles, a less-than-helpful and vague umbrella term, or, potentially, its own new thing. The answer, it seems, is all of the above. From the late 1970s into the 1990s, brewers started making IPAs based on their knowledge of English IPAs, but with an American twist. Thus “American IPA” made sense. But two things happened to erode that simple definition. For one, American craft beer took off, and American-brewed IPAs overtook English-style ones. For another, West Coast and New England substyles appeared, further delineating the category. “American IPA” all but disappeared as a label. Now, we’ve started to see the ‘American IPA’ return as a ‘style.” Yet did it ever really leave? While it’s agreed that an American IPA should not be hazy or as sweet as a New England IPA, an American IPA can still capture certain NEIPA notes with tropical fruit characteristics. “It can embody the West Coast’s visual clarity while incorporating the hop profile typical of the East Coast,” says Daniel Sickmen, head brewer at Virginia’s Lost Barrel Brewing, where an American IPA is a menu staple. The “American IPA” label leaves the door open for people to explore some range in terms of bitterness, sweetness, malt character and hop character, and learn what they like. For that reason, American IPA might at this point be more of a vibe than a style. It’s an IPA living in the middle of the tropical-sweet and piney-bitter extremes, open to brewer interpretation as well as to consumer discovery. It’s big, it’s bold, it’s intense. And you know it when you taste it. “The best IPAs are ones we drink with friends.” — Stephen Carter King Read the entire article at: Punch Drink .com Cheers🍻! #ConsumerBehavior #EmergingTrends #BrandAwareness #BusinessIntelligence #Beer #CraftBeer #IPA #AmericanIPA #Microbreweries #Pubs #Taprooms #Brewpubs ✦✦✦ Stephen Carter King Chief of Growth and Marketing and Strategy • Beer Market Analyst • Beerconomy & Co. CEO • Thought Catalyst • Sherpa • Advisor & Speaker sharing beer market trends, insights, forecasts and scoop via The Beerconomist

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Sorel Liqueur: The Ultimate Modifier Alcohol has a problem no one in the spirits industry talks about: alcohol doesn't taste good. This is by design. Taste (like most of our senses) doubles as a defensive mechanism: our body rejects things that are (or might be) poison. Pure alcohol, by definition, is poison: that's why every bottle of alcohol sold comes with a warning label; why it's a controlled substance. This has in no way diminished human desire to consume alcohol. Humans discovered the effects alcohol has on the body (both good and bad) and have spent thousands of years desperately trying to minimize the impact so we can enjoy the effect. Ancient Egyptians soaked botanicals in alcohol to make tinctures. The Celts began the practice of aging spirits in wood. Water, sugar, fruits; all things people have added over the millennia to make spirits more potable. Big liquor solves this problem by adding flavor to alcohol. This is why things like cinnamon flavored whiskey, blueberry flavored vodka, and jalapeño flavored tequila exist. At Sorel Liqueur we reverse the logic. Everyone else starts with alcohol and adds flavor: We start with flavor and add alcohol. The end result isn't just objectively delicious. It's also infinitely flexible. The combination of botanicals in Sorel effectively masks the flavor of ethanol. Practically, this means not only will it combine with any base spirit, it compliments the base by suppressing the flavor of ethanol, thus enhancing flavors. Gins have more botanical notes. Aged liquors (rum or whisky) have more barrel notes. Agave bases (tequila or mezcal) show more fruit and smoke. Don't believe me? Try mixing your favorite base 1:1 with Sorel. I've got a restaurant in Northern KY who's serving equal parts Sorel and Chartreuse. A spot in DC is serving equal parts Sorel and Sake. A dive bar in ATL is serving equal parts Sorel and peanut butter whisky (it's a perfect PBJ shot). And then there's this conversation from a decade ago, from my friend Matthew Sheinberg: Sorel and Laphroaig. Given modern drink trends, you may not need a base spirit at all in your favorite Sorel cocktail. Add a bit of Sorel to your favorite carbonated beverage, alc or non-alc. Top off your sparkling wine with Sorel instead of wasting your orange juice in a mimosa. Add Sorel to your seltzer with a spritz of lime. Ginger beer and Sorel makes a hibiscus mule that absolutely crushes summer drink menus. Or just drink it neat. The ultimate modifier requires no modification. #Caribbean #BlackOwned #ForTheCulture #DrinkSorel

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“Growing a CPG company, especially in the food and beverage space, ‘is astronomically harder today,’. ” Paul Voge you said it, man. So many truth bombs dropped in this article about the challenges and difficulties growing and scaling a CPG brand in today’s world. The cruel reality is that it takes a whole lot of money or a whole lot of time (and most times both) along with a fair amount of luck to have a chance at making it. If you dont have a ton of money then you better have a ton of time, some good fortune, and a product that can withstand many changes of the seasons (and "trends"). For most emerging brands today its all about survival and just finding a way.  There are lots of traps out there– lots of shiny objects– lots of vanity metrics hoping to be noticed and cared about–but at the end of the day sometimes its just about living to see another one. Here’s to all you day-to-dayers and week-to-weekers out there that are all just finding a way. Keep finding it.

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I have to say, some of the stats in this article from Prepared Foods Magazine absolutely blew me away. I mean, I knew #spicy and hot profiles were popular but the fact that up to 95% of consumers say they love spicy foods is incredible. I was also amazed that 74% of consumers indicate they use hot sauce at every meal. Of course, spicy and heat live on really broad spectrums which I think this interview with Chef Denton from Frito-Lay does a great job in discussing. As such, it's possible for just about every brand whether #CPG or #foodservice to play in this space. I also loved how they got into the issue of flavor complexity and the role of ingredients that balance that heat, from vinegar to tropical fruits. It's often easy to think of heat and "spicy" as the more provocative options at the farther end of the spectrum. But the level of heat can also be occasion or emotional state based. Is a ghost pepper the right level of heat for a quiet night reading at home or a romantic dinner out. Maybe, for some consumers but likely not for all. Or, will a subtle level of sweet heat be lost in a night partying with friends? As Mike Kostyo and I always say, it's about finding ownable and defensible spaces that are also uniquely brand relevant. Just chasing a trend because there's data to suggest it's growing is unhelpful if it creates dissonance with consumers and doesn't carve out any space that creates competitive differentiation. https://lnkd.in/g93EWeGj #foodandbeverageindustry #snacks #consumerinsights #consumerbehavior #trends2024 #innovation

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Can you make bold candy colors… naturally? For the last several years, consumers have been looking for a way to better prioritize their health and wellbeing, which means cutting out what's artificial. That certainly doesn't mean you still can't partake in a piece of candy or two – I definitely enjoy some myself – and it's important to remember that the industry is moving away from artificial coloring, slowly but steadily. Challenged to keep up taste and appearances, it's just an effort in innovation to see who can do it first! #Snacking #Candy #Innovation

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Why have so many CPG bolt-on acquisitions not worked out? Not from an exit perspective for the founders of the acquired company who usually do well, but rather from the perspective of integrating what was a nimble competitor into a larger bureaucracy. I saw this dynamic unfold when I built and sold my own business. I saw it when I was in corporate. And now I see it as I work with both emerging and larger brands within CPG. The rate of bolt-on acquisitions within CPG will increase again as brand owners look to "buy" revenue, given the tough pricing and volume outlook for 2024 and 2025. So, I dust off this older article about the Rabbit and the Fox which might just shed some light. #CPG #CPGindustry #M&A #FMCG #culture https://lnkd.in/getVC3Yn

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If you're a CPG brand or if you don't have a CPG brand and want to be featured on our monthly newsletter please message me directly. We have a few hundred subscribers now, and I wanted to highlight people and their products and services that fits my newsletter audience. This allows people to get their name out there to the world about what they do. This is free of charge for a limited time. I have only 4 brands I will be adding to the newsletter each month. Send me pictures of your products/ services with a brief description. I will make sure you're featured in the next article if slots are available. Let's support and help each other grow. #community #engagement #newsletter #support #cpg #business #branding #audience #networking #entrepreneurship #affiliatemarketing #smallbusiness

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Ahold Delhaize and Kellogg's Kellanova pilot supports the production of Cheez-It crackers made with regenerative wheat, demonstrating that from farmers to grocery shelves, all parts of the food chain must work together to foster environmental sustainability. 🌾🌍 This pilot not only aims to reduce environmental impact but also sets a precedent for how corporations can collaborate for greater good. How might other companies across the food system collaborate to amplify the impact of sustainability initiatives? #Sustainability #FoodIndustry #RegenerativeAgriculture #FoodTrends https://lnkd.in/gi8Xa3aA

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-- Podcast Teaser Alert -- "If you want to lead the consumer, you need to be the consumer." - Eric Ryan At one point, Eric Ryan and I were "frienemies". Friends personally, competitors professionally. He was the co-founder and CEO of Method Products PBC, while I led Mrs. Meyer's Clean Day. ................ But in the real world, we were always on the same team. Our collective efforts, along with the team at 7th Generation, were revolutionizing the cleaning category. At Mrs. Meyer's, our mission was clear: 'Together, we dream of a world where the better way becomes THE way.' ................ Eric Ryan shares his insights on creating method products pbc, OLLY PBC, and Welly Bandages, along with his go-to-market approach. Stay tuned for the next drop of the CEO podcast. 🎙 You won't regret it. #cultureFIRSTleadership #ceoPodcast #ChiefEternalOptimist

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The man, myth, legend - Rich Gillmore, VP of Center Store at Gelson's Markets, finally our guest on the Startup CPG podcast. Rich dishes it all - Gelson's overview, product assortment decision-making, a look back at Expo West, and so much more. Pretty amazing to hear about his nearly 17 years at Gelson's (as well as his early start at Von's!) Hope you all enjoy this one as much as I did! Podcast & video link in the first comment

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Kicking off the next chapter of my CEO journey with Good Twin—one of the top-selling, fastest-growing non-alcoholic wines in the U.S.! 🍇 Yep, it’s the “good twin” that actually tastes like its alcoholic counterpart. 👬 My non-alc journey started 7+ years ago, from building NA options at ZX Ventures to bringing Corona Cero Sunbrew to life globally at AB InBev. This space pulled me in professionally and personally—weekend trips to Spirited Away and Boisson came routine in my own quest for balance. But let's be real: most NA wines taste like grape or apple juice, or worse—an overly engineered “wine” with mile-long ingredient lists. BAD twins, to put it lightly. Good Twin changes all of that. It’s crafted from the same grapes used in traditional Prosecco, sourced directly from Italy, with only four ingredients and 100% organic. It’s fundamentally different—and it’s actually GOOD. If you're intrigued by the NA space as a consumer, investor, broker, retailer, influencer, marketer or otherwise, let’s talk! The category’s booming, but we’re growing even faster—and we'd love to have you on board for the journey. 🚀 Here’s to a world with healthier options, more choice, and more GOOD! 🥂 Available to on and off-premise through major beverage distributors (RNDC, Union, Opici, etc.) and digitally on Airgoods & Faire. Available to consumers at www.drinkgoodtwin.com, 300+ Whole Foods nationwide, Pavilions CA, Safeway CA and more.

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The acquisition of Siete Brands by PepsiCo is generating significant attention today. Following Diageo's acquisition of Ritual and Mars' partnership with Kellanova, it raises an important question: is M&A the primary avenue for innovation and growth in the food industry? I’m also interested in how consumers of these smaller brands perceive these large CPG acquisitions. Will this shift influence their loyalty and purchasing decisions? #FoodIndustry #MergersAndAcquisitions #ConsumerPerception #Innovation #BrandLoyalty #CPG #MarketTrends

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This has to be at least part of CPG value prop. It’s the same value that will draw $30 for a burger. (Under the right circumstances.) It’s important to note that McDonald’s cant do this. And you can’t do what McDonald’s can. And you don’t want to. But like CPG, this restaurant isn’t competing with Micky D’s. A half a pound of USDA black angus. Perfectly cooked, medium rare. Dripping with emmentaler cheese. Layered with sliced portobello. And topped with farm cut bacon. Not your casual burger. It’s not the food per say; it’s the experience. That’s why restaurant revenue will hit $1T in 2024. For the first time in US History. Even in a tough Economy. As long as there’s income, it will go somewhere. And most likely, it will be attracted to experience. What experience are you giving your customer? And does your customer really know that? #cpg #cpggrowth #foodinnovation

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Founders that are raising, A strategic conversation about investment is so imperative. Generous coaching offer below from Elliot Begoun.

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When we set up this study, we weren’t sure what to expect. We *hoped* our gut feelings on consumer preferences aligned with reality. Turns out we were right on the money! And the overall best apple of all 8 samples? Ambrosia Gold! 65% of consumers picked Ambrosia Gold as their ultimate favorite. Read all about Kanzi, Juici, and Evercrisp and see how they fared in taste testing against their core counterparts. Information like this helps us make decisions on plantings, shelf positioning and marketing tactics, and we have some great tools to promote around these themes. Check it out!

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This is a bit shocking but not surprising. Many wineries are struggling due to fierce competition and unoriginal marketing. I specialize in helping wineries expand their mailing lists and boost their direct-to-consumer sales. For instance, we have successfully grown some Washington Winery lists by over 2000 people monthly, all of whom have expressed interest in their offerings. Ping me if you're interested in learning more - I can provide valuable assistance in this area. #wineries #D2Csales #marketinghelp

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Should a brand stick to one strategy or is it intelligent to diversify? Further Detail: Dirty Pelican is currently the ONLY full line of USDA Organic and Skinny Cocktail Mixers. This is obviously a title we love to wear loud and proud. The Challenge: Considering our use of USDA Organic ingredients and no preservatives, it makes our product double the price as our competitors. Which narrows our customer segment. The Question: Are we presenting the wrong message to put out a line of mixers that are not USDA Organic and use Conventional fruits to lower our price point? In turn, broadening our available customer market? (note: we would still be 50% more than our competitors and would still offer our USDA Organic line. No compromise in taste quality) Adding thought leaders to draw reach and insights: Kyle Fitzpatrick Molly Fedick Taylor Foxman Rebecca A. Styn, Ph.D. Katie Dunn Sean Riley Roman Sydorenko Will Nitze Ben Branson Jason Feifer Kim Gamez

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More data supporting one of the biggest generational shifts in consumer behavior that's just getting started and driven by health, wellness, and phenomenally better products like Partake Brewing. 🚀 Sales of alcohol-free beer are flourishing in the US (via CGA by NIQ) 🍺 U.S. total beer sales by value in the 12 months to mid-May were 2.9% down year-on-year. In sharp contrast, the non-alcohol beer segment achieved growth of 33.7%. While beer’s rate of sale dropped 9.4%, rate of sale (RoS) in the non-alcohol segment rose 13.6%. 📈 Want to invest in this generational shift through a pure-play leader and pioneer in the category? DM me to get on my list. 🙋‍♀️

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