Sightlines’ Post

Tilray has entered into a definitive agreement to acquire four craft breweries from Molson Coors. The acquisition includes Hop Valley Brewing Company, Terrapin Beer Co., Revolver Brewing, and Atwater Brewery. Tilray’s portfolio will expand across key beer markets adding 30% new beer buying accounts. The Tilray Beverages portfolio boasts a range of leading craft beer, spirits and non-alcohol beverages including SweetWater Brewing Company, Montauk Brewing Company, Alpine Beer Company, Green Flash Brewing Company, Shock Top, Breckenridge Brewery, Breckenridge Distillery, Blue Point Brewing Company, 10 Barrel Brewing Company, Redhook Brewing Company, Widmer Brothers Brewing, Square Mile Cider Company, HiBall Energy, and Happy Flower CBD sparkling cocktails. This strategic acquisition is expected to position Tilray for continued growth and expansion in the beverage industry. Tilray's beer business is expected to grow to 15 million cases annually, cementing Tilray Beverages as the #1 craft brewer in the Pacific Northwest, #1 in Georgia and anchors Tilray’s craft brands in two key beer states, Texas and Michigan.

The May issue of Beverage Media is out now! This issue takes a deeper look at the beer and beer alternative categories, and where they stand in the market today. In “The New Economics of Craft Brewing,” contributing editor Joshua Bernstein examines the financial considerations that craft breweries must now make, and what the new formula for success is in today’s sales landscape. Our second feature, “Where Does Hard Seltzer Stand?” evaluates data and source intel to advise retailers on the health of this popular category. Is it really waning? Or is hard seltzer here to stay? https://bit.ly/3JIULRs

How one ad made Schlitz Beer a household name—and it wasn’t about the taste. In the early 1900s, Schlitz Beer was struggling to stand out in a crowded market. That’s when Claude Hopkins stepped in with a bold strategy: focus on the process. Hopkins discovered that all breweries used similar methods to purify their beer, but no one was talking about it. So, he made it Schlitz’s unique selling point. His ads emphasized the purity of the brewing process—how the beer was filtered through "white wood pulp" and sterilized to perfection. Even though every brewery did the same thing, Schlitz was the first to make it part of their story. And it worked. The campaign shot Schlitz to become the #1 beer in America. The takeaway? Sometimes, it’s not about what you do differently—it’s about what you communicate first. By highlighting something common in a new way, you can turn it into a powerful differentiator.

📊🍺 Craft Beer Insights: New findings from the Brewers Association Harris Poll reveal the latest consumer trends in craft beer. From evolving flavor preferences to the impact of economic factors, discover what’s shaping the choices of craft beer enthusiasts today. Stay ahead of the curve and tap into these insights to elevate your brewing strategy. 🍻 👉 Read the full article here: https://zurl.co/6aMt #CraftBeer #BrewingTrends #ConsumerInsights #BeerIndustry #BrewingBusiness #CraftBrewing

Budweiser’s commitment to water quality is a key factor in why it became so consistent and earned its reputation as the “King of Beers.” Anheuser-Busch has always placed a heavy emphasis on water purity and consistency, which plays a critical role in brewing. Since beer is mostly water, any variation in water quality can impact the taste. Budweiser employs a unique water filtration process to ensure the water used in their brewing is pure and has a consistent profile, regardless of the brewing location. This meticulous water control, along with their use of the same strain of yeast (a closely guarded company secret) and adherence to a uniform brewing process, ensures that Budweiser tastes the same whether you’re drinking it in New York, Los Angeles, or anywhere else in the world. This focus on consistency over the decades has helped Budweiser maintain its place as a reliable and iconic beer, contributing to the “King of Beers” moniker. It’s about mastering every aspect of the brewing process, including the water, to deliver the same experience every time. This is why you should use Halo water filters. Now as a home brewer I know the importance of starting with the best water you can obtain - especially if it comes out good. No matter how good your notes are - gotta start with that pure clean water. #halo #halowater #ludwigsmithandwalker

Did you know Athletic Brewing Co. is the #1 selling beer in Whole Foods? Yet it's non-alcoholic! How did this happen? Today I break it down... This is one of the most exciting brands I've covered on Why Brands Work. Why? Well the execution of this brand from it's co-founders Bill Shufelt & John Walker is crazy good. And the numbers back it up! Outside of being the best selling beer in Whole Foods without having any alcohol in it... They also DOMINATE the $1.8 billion non-alcoholic beer category, rumored to have anywhere between 19% - 61% market share of the entire category. When we saw these stats, we knew we had to break down this brand. Want to learn the secrets of Athletic Brewing success? And how is it now valued at over $500 Million? Today, I'm giving away early access to the episode and our breakdown. Here's what's included: - 45+ min video reviewing the entire brand, marketing and team. - Full funnel breakdown that shows their entire multi-channel funnel. - Plus a site audit that breaks down their traffic and tools. Want to check it out? Just comment "BREW" below and I will send it to you ASAP. UPDATE: The episode is live... Check it out here: https://lnkd.in/e5sK-8fe

As spirits continue to gain popularity versus other categories, they're increasingly important to a perhaps unexpected segment of the on-premise: brewery taprooms. At Chicago's Old Irving Brewing Co., beer is the most-ordered type of alcohol, but cocktails and wine punch above their weight in terms of dollar sales. "Our cocktail program is integral to Old Irving's identity,” says Matthew Moldenhauer, Old Irving’s director of operations. “Some people come just for our food, not even being beer drinkers, so being able to offer other high-quality options is great.” For more data on non-beer alcohol sales at brewery taprooms and how these businesses can respond to drinkers' increased interest in spirits, dive into our latest newsletter: https://lnkd.in/g5xFWfmb

🌟🍺 Cheers to Change: How Direct Beer Shipping Could Revolutionize 2024 🌟 Direct beer shipping presents a significant opportunity for the beer industry in 2024. Despite strong consumer interest, current regulations restrict its full potential. Only 11 states plus Washington D.C. allow interstate shipping, compared to 47 states for wine. Expanding these laws could unlock substantial revenue opportunities and enhance market presence. Regular craft beer drinkers are enthusiastic about having their favorite beers delivered directly to their homes, with many willing to spend $50 or more per month. If the beer industry can achieve similar regulatory changes as the wine industry, it could see significant growth. The future of direct beer shipping is promising but requires overcoming regulatory barriers. Explore the potential impact on the beer market. https://lnkd.in/eX22r_GB #BeerShipping #CraftBeer #RegulationChange #BeerIndustry #MarketGrowth

Strategic Alliances in the Alcohol Industry: Pabst Brewing Company and Brown-Forman's Innovative Partnership With traditional #beer consumption down, Pabst CEO Paul Chibe says, “I’m not one who will readily accept that it’s a natural fate that our volumes have to be in decline… There should be a lot of opportunity for everybody. And I’m still an optimist that this industry can grow and rising tides raise all ships.” Pabst Brewing is making waves in the alcohol industry through a #StrategicPartnership with Brown-Forman, blending the strengths of a historic beer brand with a leading #spirits company: El Jimador Spiked Bebidas: Leveraging Brown-Forman's expertise, Pabst has taken this tequila-inspired FMB national. The collaboration taps into El Jimador's strong brand recognition, particularly among Hispanic consumers. Jack Daniel’s Hard Tea: Another joint venture, this premium hard tea line introduces Jack Daniel’s iconic brand to the booming #HardTea market. Available in 13 states, it offers sophisticated flavors for consumers seeking a high-quality alternative in the hard tea segment. Not Your Father’s Hard Soda Pop: Reinventing this popular brand from the mid-2010s, Pabst is testing a variety pack in 11 states. This move showcases Pabst's ability to innovate and reintroduce beloved products to capture market interest and drive repeat purchases. Market Trends & Strategic Outlook: Despite industry pressures, the alliance between Pabst and Brown-Forman is a testament to the power of strategic partnerships. Chibe’s optimism and focus on brand attributes are key to unlocking new growth opportunities. This innovative partnership between a resilient beer company and a robust spirits leader highlights the potential for synergistic growth and market leadership. Cheers to the future of collaborative innovation! #AlcoholInnovation, #BeverageIndustry, Samar Chand, Anna Basista, Campbell Brown, #legendary #brands https://lnkd.in/gGR6fHDX

Smart buying for your beverage business is not something that happens overnight. 🍻🧠💵 Learn how to take the first steps toward smarter buying and start saving your brewery money without sacrificing quality during a live session TOMORROW at 10:00 AM CST / 11:00 AM EST with our founder, Dan Klasen, and Craft Beer Professionals  .  Dan will walk you through the Do’s and Don’ts of Smart Buying, showing you the exact strategies breweries are using to optimize their purchasing.