OEM Magazine’s Post

Factors including the growth of ready-to-drink canned #cocktails and consumer trends away from beer and malt beverages are contributing to a contraction in #craft beer sales. https://buff.ly/48AHyUP

To put a finer point on Fox News' observations: 1) NA beer has come a long way, and tastes a great deal more like traditional beer now than it did as recently as ten or twelve years ago, but the growth of the NA market will depend on continued innovation and investment in R&D. 2) Women are trendsetters, and their early support of the new wave of craft NA beers almost certainly augers an as-yet-unrealized growth in demand among men as well. 3) Young people are the future, and the craft brewing community should take note of what their spending habits tell us. Just as the first wave of growth in the craft beer market was driven by an earlier generation's demand for hoppier, more flavorful beer with a higher ABV than what was then being produced by the "big three", this generation of craft beer drinkers is looking for low-alcohol or non-alcoholic versions of the many flavors and styles of beer not available in mass-produced NA form. 4) Athletic is the only craft brewery on Fox's list, and the only one producing an IPA. This speaks to the massive growth potential of the craft segment of the NA market, even as the rest of the craft beer industry stagnates. 5) It's time for craft NA brewers to seize the day!

Beer stats are the unofficial barometer of the mood of the nation. Here are the latest highs and lows looking at scan data to end September. Year to date craft & variety up 2.8% value and flat on volume. Last quarter -0.5% Val (-2.6 vol) IPA is still what we want +8% What is interesting in the brand performance is they are either well up or well down. Two clear strategies at play to either hunker down (and take the volume hit) or level up with price promos/npd and focus on power SKUs, trim the tail of low ROS lines (that requires investment in a depressed market) Definitely in the last qtr Val dipped faster than volume and some breweries had big gains at a high cost which was good for the shopper. Hazys still king Big APAs took a hit (high ABV beer down) More ginger brews Better for you beer getting the attention. Low carb and non alc are the category drivers. The last qtr shows how hard the trading environment has been. Rate of Sale rates down and promo slots up with South Island hit hardest then Central. BIG News - State of Play is NZs fastest growing brewery (still!) Nationally for the year +68% value. Big moves in last qtr growing share nationally with growth +80%. A whopping +113% value growth in upper North Island !! Year three of a new brand is often hard to lap launch years so good we are growing with the shift of drinking habits and adding non alc to the repertoire. We are now tied 3rd in the non alc brewery rankings with Bach Brewing. Huge result well done everyone and sets us up really well for summer having this momentum without dropping our pants. This past two weeks orders have got bigger and more frequent too so feeling kinda optimistic that the worm has turned for beer and the brewometer points to good days ahead. We have the best tasting beer in the world across lots of styles and formats. Some enjoyed in a special place and others (like State Of Play) enjoyed anywhere!

The moderation trend is continuing to accelerate! The NA segment of on-premise beer sales in the U.S. jumped 33.7% over the last 52 weeks with broad-based gains in all 50 states! 💪 📈 🍻 At Partake Brewing we are seeing on-premise operators move from offering 1 NA beer option to now several with macros and craft represented in addition to house mocktails. 🍺 🍷 🍹 This is an exciting time for the non-drinker and moderator alike! Gone are the days of water, juice, milk, and soda as the non-alcoholic options. 🤩 https://lnkd.in/gibbdbPB

Craft Spirits vs. Craft Beer: A flavorful battle for the heart of the beverage industry. Who will reign supreme as consumer tastes evolve? Dive into the clash that's stirring the drink world. #CraftSpirits #CraftBeer #BeverageTrends #CocktailCulture #MarketEvolution #ConsumerTastes #IndustryBattle #DrinkInnovation #SpiritsVsBeer #BeverageRevolution

#Surfside update from the annual Beer Marketer's Insights conference last week... 🏄♂️ 🚀 2025 is going to be wild for Stateside Brands...chains are all in! Surfside Aims High; More Than Tripling in 2024 to Near 5 Mil Cases; 25 Mil Down Road? Some years back there “was a pent-up demand for a different kind of beverage,” noted Surfside ceo Clem Pappas at Beer Insights Seminar. White Claw “was able to fill that” on malt side, but spirits based RTDs didn’t “have a track record of success at scale.” Gallo “was able to figure out” how to do this and now “floodgates are kind of open,” he added. Surfside figured tea, lemonade “should have a premium offering with a vodka base.” Timing is “key” as is “right branding, right liquid,” etc. It’s working out pretty well so far. Surfside went national rapidly in 2024 (49 states), as “we didn’t figure the opportunity would last too long. We went as fast as we could.” And co went mostly with beer distributors, which Clem called “a significant advantage in plenty of markets.” Other than its largest distrib, NJ wine and spirits distrib Fedway (“pretty much a unicorn”), Surfside frequently found spirits distribs “weren’t set up” to sell Surfside, “didn’t like the profit and volume” and it was “like pulling teeth with some of our partners.” On other hand, “when we went into beer [networks] it was plug & play.” About half of Surfside’s biz is in NJ and PA. Fedway alone is over 25% of volume. Elsewhere, its distribution network “tilts slightly towards” MC network. For example, it’s “almost totally aligned with Reyes.” But it does have some AB distribs. Surfside only launched in NY last Jun and will do about 700K cases in state, said Clem, with “a goal of more than doubling that next year.” NYC area alone close to a half mil cases, INSIGHTS hears. Surfside already has 9 or 10 states where it’s selling over 100K cases.  Co originally expected to hit 4 mil cases, up from 1.3 mil cases in 2024, its 3d yr. Instead, Surfside “on pace to finish” at 4.7-4.8 mil cases and “5 is still on the table” for 2024, said Clem. Next yr, Surfside expects to “launch more at scale” and it expects to double again. By 2027 (yr 6), it aims to sell 25 mil cases, basically following same trajectory as High Noon thru its first 6 yrs, he showed. “There’s a ton of runway,” Clem added, noting that Surfside only at 33% category weighted distribution. Compare to High Noon at 88% or Cutwater at 77%. There’s “quite a bit of opportunity to expand distribution,” according to Clem. Its velocity is 30% ahead of High Noon too, he showed, citing NIQ data. Meanwhile, about 30% of Surfside biz is on-premise so far and only 10% in chain. Those are some striking stats.

The beer industry is facing a stark reality: Quality alone is no longer a strong enough differentiator to capture consumer attention. Brands are no longer judged solely by the quality they produce, but rather by how well they resonate with consumers' evolving tastes and preferences. The game has changed—it’s no longer about who brews the best beer, but about who understands their consumers best. Too many breweries still cling to the outdated belief that if they brew great beer, everything else will fall into place. This mindset is dangerous, especially in an era driven by occasion-based preferences and flavor experiences. Excellence is expected, but a brand thrives only when it builds an authentic, engaging identity that truly connects. Here's what many brewers are missing: 🔸 Consumers See "Beer as Beer": To many, beer—whether craft, domestic, or import—is a homogenous category. Craft beer, once a beacon of uniqueness, now risks blending into the broader landscape. Without a brand identity that resonates, scaling sustainably in a crowded market becomes an uphill battle. 🔸 Stop Thinking Like a Brewer; Start Thinking Like a Consumer: I’ve had countless conversations with brewers who passionately defend their beer's quality. They say, “If people only understood how incredible our beer is, we’d be unstoppable!” But here’s the problem: Success isn’t about educating consumers; it’s about engaging them. Purchases are driven by what resonates with them, like a particular occasion or flavor profile—not brewing techniques. 🔸 Firestone Walker Sets the Standard: Firestone Walker Brewing Company has shown that evolving with consumer preferences doesn’t mean sacrificing quality. Their innovation, like launching "turbo radlers," illustrates a perfect balance: adapting to what consumers crave while maintaining high standards. Their success proves that strategic adaptation fuels lasting growth. Having worked hands-on to elevate brands that are now industry leaders, I’ve seen the transformational power of embracing a consumer-first identity. I’ve guided underperforming brands from stagnation to prominence, not by chance but through strategic repositioning. The results? Brands that resonate with consumers and become indispensable to distribution partners—fueling unprecedented growth. This isn’t theoretical; it’s based on real-world experience transforming market challenges into major, scalable wins. The path to brand dominance isn’t about sticking to outdated methods or relying solely on quality. It’s about being adaptable, strategic, and relentless in creating a brand that consumers can't ignore. The market won’t wait, and neither should you. The time to adapt and evolve is now. #BrandStrategy #ConsumerEngagement #CraftBeerIndustry #BeverageBusiness #MarketTrends *Thanks as always to Dave Infante for the incredible industry insights. Check out his latest article at the link below! https://lnkd.in/eRXSRT5p

Here are some marketing trends that the food industry needs to take from the beer industry: lean into heritage, Canada's environment (water, land, fresh air) and import food products that help Canadians remember those great times when outside of Canada. Also, health and sport are trending in young and old generations. This is something to consider in your future rebranding and marketing campaigns. Larry Dalton Jeff Ball Trudi-Ann Webster Tom Naested Maureen Keough Christina Crowley-Arklie Ted Fleming Dan Doherty CPA CMA ICD.D Gillian Rees Gary Hughes Kathryn Quanbeck Derrick Ash Chris Heier Tracy Borreson Bruce Derksen Shelley Seed Canadian Marketing Association Pearse Dolan Mike Kotelko Cory Van Groningen Kevin Van Groningen Wade Meunier #foodandbeverageindustry #beerindustry #agribusiness #foodandagriculture #foodmarketing #agrifood CAMA (Canadian Agri-food Marketers Alliance)

So many non alcoholic beers are watered down and simply don't deliver... RationAle Brewing is changing that narrative and creative a movement with non-alcoholic brews that don’t compromise on flavor. Since 2021, RationAle has been redefining what it means to enjoy beer—without the buzz. This isn’t just another non-alc brew; it’s a lifestyle. And I absolutely love how they get people invested in the brand with their unique messaging. They call their drinkers "Mavericks" or independent thinkers who refuse to adhere to outdated norms. Founder Jamie Fay and his sons didn’t set out to make ‘just another non-alcoholic beer.’ He started RationAle because he believed making a rational choice when it comes to alcohol is a radical act. Sitting around the campfire with his sons, he encouraged them to think for themselves about drinking, making choices that reflect who they are—without the pressure. That spark of independence launched RationAle, and they haven’t looked back since. Jamie and his team, including Co-Founder Wendy Pickett, have built a brand that celebrates individuality, freedom, and, good non-alc beer. RationAle Brewing isn’t just another non-alc option—it’s crafted to satisfy. Made with the same passion and quality you’d expect from any top-tier craft brewery, RationAle delivers a full-flavor experience that doesn’t compromise. And the market is noticing—thousands of Mavericks have already joined the movement, swapping out traditional beers for something that lets them live in the now, without the pressure. With the demand for non-alcoholic options continuing to rise, RationAle Brewing is well-positioned to lead the charge in the craft beer industry. As more people embrace a mindful approach to drinking, brands that break free from convention—like RationAle—are poised to take center stage. What other non alc brands do a great job with their messaging and creating people that eager to invest in their brand and be part of a movement?

The intersections happening between #beverage and #foodpackaging when it comes to non-alcoholic have been really interesting to read about. This Packaging World article take a closer look into how these additions are changing the way that craft producers operate as they consider including more options in their product lines. Looking forward to seeing how this space continues to evolve and open new avenues for #brewers and beverage innovators across the board. https://lnkd.in/gP433sbE