Sean A. McCloud, MBA

Success in the craft beer industry often comes with accolades from top authorities. For instance, Samuel Adams Boston Lager, launched by The Boston Beer Company in 1985, quickly gained acclaim, winning the title of Best Beer in America just six weeks after its debut. According to Kirk O'Neil, TheStreet, over the past 40 years, Samuel Adams has grown to become the second-largest U.S. craft beer producer. Yet, even iconic names face hurdles. San Francisco’s Anchor Brewing Company, despite its awards, filed for Chapter 11 bankruptcy in 2023 but found a savior in Chobani founder Hamdi Ulukaya. Similarly, Sarasota’s 99 Bottles Taproom & Bottle Shop, honored by Wine Enthusiast, faced financial struggles, filing for Chapter 11 despite being a beloved local spot. Interestingly, beer brands and other “vice” products often weather hard financial times better than many industries. However, the rising costs of goods and real estate present significant challenges for microbreweries (and so many businesses alike). https://lnkd.in/gQQ6zzDJ #HalifaxWest #WinTogether #capitaladvisory #MandA #restructuring #operatingadvisory #CraftBeer #BrewingIndustry #Entrepreneurship #SmallBusiness #SamuelAdams #AnchorBrewing #99Bottles #CraftBeerCommunity #EconomicChallenges

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Keurig Dr Pepper is purchasing a 60% stake in the energy drink brand Ghost for over $1 billion. This acquisition aims to expand its presence in the energy drink market, which is seeing significant growth. Ghost, known for its unique flavors and branding, has grown rapidly since its founding in 2016. This deal aligns with Keurig Dr Pepper's strategy to broaden its portfolio and reach new consumer segments. Full distribution will shift to Keurig Dr Pepper's network by mid-2025. Keurig Dr Pepper's acquisition of Ghost offers several lessons for beverage brands looking to grow Strong Brand Identity: Ghost’s distinct branding and unique flavor offerings have set it apart. Beverage brands should prioritize unique visual identity, flavor innovation, and brand personality to engage modern consumers. Market Expansion Strategy: Ghost’s rapid growth highlights the importance of targeting high-growth segments, like energy drinks. Brands should assess trends to identify fast-growing markets and position their products accordingly. Distribution Leverage: By leveraging Keurig Dr Pepper’s distribution, Ghost gains wider reach and scalability. Beverage brands should seek strategic partnerships to scale distribution and improve market access. Long-Term Acquisition Pathway: The gradual acquisition model (starting with a majority stake and moving to full ownership) can be advantageous, allowing for brand continuity and growth within a larger corporate structure. Brands considering acquisition should evaluate flexible buyout structures for sustained brand evolution while integrating into larger companies. Consumer-Centric Innovation: Ghost has succeeded by listening to consumer preferences and creating products that align with their interests, like fitness and active lifestyles. Brands should conduct thorough consumer research and innovate based on emerging preferences to remain relevant and appealing. #cpg #beverageindustry #branding #marketing #energydrinks

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This study sheds light on the evolving consumer drinking habits over the past four years post-COVID-19. The research highlights the profound influence of health and wellness concerns on altering drinking behaviors across all age groups. For more cohort-specific insights, check out the study here: https://lnkd.in/gJ5ED32f

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Gold across the board for Drink GoodDays (Classic Cocktails & Beverages). Link below to see what our panel had to say about these premium canned cocktails made with real spirits. #rtd #rtdcocktails #readytodrink #cocktails #drinksindustry #alcoholindustry #spiritsindustry

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Overall, investors have cut back on funding #grocery brands. But they're making exceptions based on market demand, and the energy drink category is one of them. #retail In this piece by Gabriela Barkho, we speak to Karishma Thawani, Anna Whiteman of Coefficient Capital, Taylor Foxman of Alethia, and Scott Frohman.

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Loving this trend! For those customers who want the sophistication of spirits without alcohol, non-alcoholic options are now more exciting than ever. Non-alcoholic spirits have grown in popularity as more consumers, particularly younger ones, choose to forego alcohol but still want to join in with friends who may choose to imbibe. Market research firm Datassential found that non-alcoholic spirits are on 2.8% of U.S. menus, up 487% over the past four years. 🌟Check out the latest trends and get inspirations for your menu here: https://lnkd.in/ds8T5Cet #Mocktails #NonAlcoholicSpirits #DrinkTrends #beverageindustry #speedofservice #colddrinks

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Working in marketing turns all of us into accidental anthropologists. For the last 6 months I've gotten a bit addicted to studying #GenZ and the impact they're having on our industry, and more specifically, the food industry. The proliferation of food influencers is just one byproduct of this fascinating generation and who better to spill my guts to on that topic than Elizabeth Green + Food Ingredients First!? tysm 🧡↓ #foodindustry #influencermarketing #marketing

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To sell more beverages at retail, you gotta "get lips to the liquid," says Michael Russo, Chief Growth Officer at Wild Bill’s Craft Beverage Co. And Wild Bill's certainly knows how to do that. For more two decades the brand has been selling its nostalgic flavors of soda from taps on portable wagons at fairs, festivals and other events such as New York's Comic Con. Customers would buy a 34-ounce barrel mug with the Wild Bill's logo etched onto it (and often customized with the event logo, too), fill up, and return for unlimited refills during the event. The variety of sodas includes classic favorites like Root Beer, Black Cherry, Orange Cream, and Vanilla, as well as seasonal flavors like Rocket Pop and non-boozy Mojito in the summer. Customers would then register their mug online to receive event alerts and special promotions. However, when the pandemic shut down in-person events, Wild Bill's pivoted and launched a line of ready-to-drink beverages in cans that are now available in more than 1,300 stores. With in-person events now back in full swing, and the Wild Bill's pop-ups at 400 events each year, the brand has started leveraging these massive sampling opportunities to drive sales at retail. Brand ambassadors at these events are well-versed in which local retailers carry the RTD cans and provide coupons to drive traffic to them. In addition, since customers register their mugs online, Wild Bill's keeps them aware of new retail locations and also sends them promotions via email. For example, Wild Bill's has pop-ups at 50 events in Ohio each year, and at these events its brand ambassadors direct customers to Jungle Jim's International Market to find the RTD cans. In this video with Joseph Tarnowski, recorded at ECRM's Foodservice Session, Michael gives an overview of the company, and details on how "getting lips to liquid" at these events helps to drive sales of the RTD sodas at retail. He also discusses their plans to expand distribution at independent restaurants, so if you are a foodservice operator looking to add a bit of nostalgic flavor to your mix of beverages, you can find Wild Bill's on RangeMe or at an upcoming Foodservice Session (we'll link to it in the comments below). #beverage #foodservice #retail #restaurants #hospitality #cpg #ecrmrangeme

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🚀 Big thanks to ECRM for featuring our Chief Growth Officer, Michael Russo, in a fantastic interview discussing Wild Bill's omni-channel strategy! Joseph Tarnowski, speaking from the perspective a of buyer, posed the PERFECT question that truly captures what sets Wild Bill's apart: "How are you going to support the product once it's on my shelves and get it into consumers' baskets?" The answer is simple: we build brand loyalty by delivering an authentic, unique, and nostalgic experience at local events—something we've been successfully doing for 20 years. 📍 Special shoutouts to our amazing partners where this strategy is perfectly displayed: - Associated Food Stores and FanX® Salt Lake Comic Convention™ in the Utah market - 35+ events in New Jersey annually to support ShopRite, Kings Foods, Balducci's Food Lover's Market, Livoti’s Old World Market, etc. - 30+ events (The Ohio State Fair, Fan Expo Cleveland, etc.) in Ohio annually to support Jungle Jim's International Market, Walking Distance Brewing Co., Candy Craze, Urbana Brewing Co., etc. 💡 When the pandemic hit, we pivoted to launch our ready-to-drink (RTD) beverages in cans, now available in over 1,300 stores. With events back in full swing, our pop-ups at 400 events annually are key to driving sales at retail. Our brand ambassadors expertly direct customers to local retailers and provide coupons to boost traffic. Michael also shares insights on expanding our distribution to independent and small/medium sized chain restaurants. If you're a foodservice operator looking to add some nostalgic flavor to your beverage mix, you can find us on RangeMe or at an upcoming #ECRM Foodservice Session. Check out the full interview with Joseph Tarnowski and learn how "getting lips to the liquid" is driving our retail success! 🍻 #Beverage #Foodservice #Retail #CPG #Restaurants #Hospitality

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Across oversaturated retail shelves, bev-alc brands are under pressure to stand out. In premium spirits and canned cocktails, brands have learned that calling out unique ingredients and connecting to audiences through their own cultural stories is key to positioning. They're also balancing bolder looks with conveying brand values, health benefits and taste without over-messaging. Many have gone back to the drawing board, honing their brand prepositions and packaging. https://lnkd.in/g-sFAjaA

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What's Shake Shack's (not so) secret strategy for growing amidst the rising costs of doing business? It's built around 4 key elements... Positioning: ↪ Maintaining a premium brand positioning focused on high-quality ingredients, hospitality, and experience. ↪ Avoid undercutting their brand with dollar menu promos and instead offer "added value" through promos and LTOs Marketing: ↪ Amplify the brand story with new packaging, store designs, and timely offers to educate customers on what sets them apart Technology: ↪ Kiosks are their largest and most profitable channel ↪ Smart upselling capabilities on app/web orders boost check sizes Labor: ↪ Testing a new model that lets stores optimize for format, menu, and channel mix based on their customers, giving them more autonomy and ownership over outcomes The results? 💰13 straight quarters of same-store sales growth For fast-casual brands, there's a lot to unpack here, but there are some great insights other brands can apply to their strategy going forward. #restaurants #restauranttech

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🚀 Beverage Alcohol Trends Update 🌟 Check out the latest insights from 3 Tier Beverages consultant Danelle Kosmal in the newest edition of 3 Up, 3 Down! ⬆️ UP: Non-Alc Beer is driving overall bev-alc growth! 🍻 Sales surged by +26.5% over the past 13 weeks (ending August 10) in off-premise channels. Shoutout to Athletic Brewing Co. (+58% sales) and major contributors like Molson Coors Beverage Company Blue Moon NA, The HEINEKEN Company 0.0, Constellation Brands Corona NA, and Sierra Nevada Brewing Co.’s Trail Pass, which together make up nearly 60% of total growth! ⬇️ DOWN: High-End Spirits… kind of 🥃 While the ultra-price tier remains positive (+5%), growth has slowed to +2.5% in the past 4 weeks. The super premium segment declined by -5.2%, with ultra-priced whiskey (-3.3%) driving nearly 80% of the declines. 👉 Get the full scoop in the exclusive Brewbound Insiders report! 📊 🌱📚 Come Learn and Grow with Us! 🚀🌟 3 Tier Beverages works in partnership with NielsenIQ and VIP (Vermont Information Processing) providing exceptional service and industry expertise untilizing Byzzer powered by NielsenIQ and CGA by NIQ data platforms.

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Molson Coors is the latest addition to a growing list of companies reversing their diversity, equity and inclusion policies … … as “it’s not 2020” are key drivers for this change. So Molson Coors Beverage Company is pumping the brakes on DEI. The recognition that ‘inmates don’t run the prison’ is taking hold here as well at many other firms — of all sizes, shapes, products and services. Public companies’ main goal — always, is to remain profitable and grow sales and earnings. They have shareholders to consider not just activists to consider. Duh. Note: See Anheuser-Busch AB InBev But the brewer has said it will continue to make sure its suppliers are representative of the company’s diverse consumer base as well as its current AND targeted base. Because … “Beer, it’s the best damn drink in the world.” — Jack Nicholson Source: CNBC #Beer #CraftBeer #NonAlcoholicBeer #Cider #RTD #Microbreweries #Pubs #Taprooms #Brewpubs #ConsumerBehavior #BrandAwareness #EmergingTrends #BusinessIntelligence ✦✦✦ Stephen Carter King Chief of Growth and Marketing and Strategy • Beer Market Analyst • Beerconomy CEO Thought Catalyst • Advisor • Sherpa and Speaker sharing beer market trends, insights and news, along with consumer data and forecasts “The best beers are ones we drink with friends.” — Stephen Carter King

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Non-alcoholic options aren’t cannibalizing alcohol revenue… ..they’re complementing it. New report from NielsenIQ shows an astounding 94% of non-alc consumers buy full-proof spirits in the same visit. #Nonalc buyers also spend 59% more on Total Alcohol versus those that exclusively buy alcohol 🤯 In other words, they’re your most valuable #customers. So what are some Top Tips to make your no & low options fly off the shelves? 👉 Prioritize: Visibility can make or break your non-alc section. Make sure your leading products are at eye level and place best-sellers from left to right. 👉 Invest in high-impact #POS: Shelf talkers and aisle violators increase awareness and drive #sales. 👉 Display non-alc in a second location: The storefront window, an endcap, case stacker, floor display, and barge inclusion are all great options. 👉 Know your products: There’s a whole array of non-alc products from mixers and RTDs to direct spirit replacements. Do a tasting, speak to your reps, and educate your staff. 👉 Take advantage of seasonal opportunities: The ever-popular Dry January drives huge volumes of non-alc sales during a traditionally down month for liquor. Display non-alc options prominently with Dry January messaging to capitalise on the moment, in-store and on-menu. Even on holidays like Thanksgiving and Cinco de Mayo, you can expect a substantial surge. 👉 Align promotions & activations: Enhance market penetration by aligning promotions with key calendar periods and #innovative product pricing. 👉 and as always, invest in high-quality, #customised design.. What other tips & tricks do you recommend? https://lnkd.in/eyrN6AHB

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Keurig Dr Pepper Inc. bought a 60% stake in sports nutrition brand GHOST for $990M, with plans to acquire the rest of the business—spanning supps, merch, and more—in 2028. Best known for its energy drinks, Ghost saw net sales more than 4x in the last three years. An unceasing category, energy drink sales gained ~10% last year. Reimagining Red Bull, newcomers are cleaning up ingredients and selling lifestyles to reach new consumers. • Endorsed by Kim K and Brittany Mahomes, Alani Nutrition is unapologetically feminine. • Focused on fitness and sport, CELSIUS Holdings, Inc. scored an investment from PepsiCo in 2022. • Leveraging Logan Paul’s influence, PRIME surpassed $1B in sales last year, but ‘24 brought a downslide and slew of lawsuits. No doubt, young brands are improving the category and winning consumers with cleaner ingredients, fresh vibes, and fun flavors. Still, better doesn’t always mean healthy.

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