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The NCAA Men’s & Women’s Basketball Tournaments brought a lot of excitement to Raleigh, North Carolina. As a craft beer enthusiast, I noticed that breweries like New Belgium Brewing, Wicked Weed Brewing, and R&D Brewing were big winners during the event. This success may be specific to the Raleigh market, but it applies to larger markets as well. Having beer on tap in the right places and keeping it in stock with wholesalers was crucial in March. These two factors helped boost sales for these breweries in the North Carolina market, elevating their H1 2024 numbers and adding to the growth they were already experiencing in Q1 2024. However, not all craft breweries were successful during the tournament. Some missed the boat by not timing their promotions in the on-premise and off-premise to activate craft beer around the NCAA events. Craft beer consumers watch sports while drinking beer, so having out-of-stocks or no representation in the on-premise could be another reason why craft breweries are starting 2024 down 25%.

🍺The eyes of the world’s sports fans will be on 𝗹𝗼𝘄-𝗮𝗹𝗰𝗼𝗵𝗼𝗹 𝗯𝗲𝗲𝗿𝘀 this summer, after the Olympic Games signed a sponsorship deal with global beer giant Anheuser-Busch InBev. > The deal – which includes this year’s Paris Olympics and the 2028 games in Los Angeles – makes ABInBev the first beer brand to sponsor the event. > The company – which is the largest brewing firm in the world - has particularly highlighted its 0.5% ABV beer Corona Cero as “the beer of choice for the partnership”. 💬 “The low-alcohol space is a great opportunity,” ABInBev CEO Michel Doukeris told CNBC. 🔬LGC AXIO Proficiency Testing’s 𝗕𝗔𝗣𝗦 𝗕𝗿𝗲𝘄𝗶𝗻𝗴 𝗔𝗻𝗮𝗹𝘆𝘁𝗲𝘀 𝘀𝗰𝗵𝗲𝗺𝗲 has supported the world’s leading breweries for more than 35 years, and now features dedicated low- and no-alcohol beer samples. Click here to explore now: https://okt.to/qlo3e7 #DrivingQualityTogether #ScienceForASaferWorld #ChemicalAnalysis #ProficiencyTesting

🍺The eyes of the world’s sports fans will be on 𝗹𝗼𝘄-𝗮𝗹𝗰𝗼𝗵𝗼𝗹 𝗯𝗲𝗲𝗿𝘀 this summer, after the Olympic Games signed a sponsorship deal with global beer giant Anheuser-Busch InBev. > The deal – which includes this year’s Paris Olympics and the 2028 games in Los Angeles – makes ABInBev the first beer brand to sponsor the event. > The company – which is the largest brewing firm in the world - has particularly highlighted its 0.5% ABV beer Corona Cero as “the beer of choice for the partnership”. 💬 “The low-alcohol space is a great opportunity,” ABInBev CEO Michel Doukeris told CNBC. 🔬LGC AXIO Proficiency Testing’s 𝗕𝗔𝗣𝗦 𝗕𝗿𝗲𝘄𝗶𝗻𝗴 𝗔𝗻𝗮𝗹𝘆𝘁𝗲𝘀 𝘀𝗰𝗵𝗲𝗺𝗲 has supported the world’s leading breweries for more than 35 years, and now features dedicated low- and no-alcohol beer samples. Click here to explore now: https://okt.to/fyXNBU #DrivingQualityTogether #ScienceForASaferWorld #ChemicalAnalysis #ProficiencyTesting

Advertising is a fascinating and intriguing space. The best advertisements are the ones that are relatable and evoke emotion. It’s the visualization of the experience that makes an advertisement stand out more than the product itself. 🎨✨ A product stands out when it solves the pain points of the customer, whereas an advertisement stands out when it evokes the emotions of (new) customers. Heineken nailed it with this advert. 🍺👏 #Advertising #Marketing #Heineken #ForgottenBeers #CreativeAds #Branding #EmotionalMarketing

‼️We’ve made some significant changes to the passport program!‼️ For the first time since launching in October 2020, we’re updating the LAT passport experience. Whether you’re here for a short weekend, a frequent visitor, or a Louisville lifer, we want to reward your efforts. Starting this month, new passports will feature five prize tiers, each with exciting new rewards. Tier I: 5 Breweries - Prize Tier 1 Tier II: 10 Breweries - Prize Tier 2 Tier III: 15 Breweries - Prize Tier 3 Tier IV: 20 Breweries - Prize Tier 4 Top Tier: 25+ Breweries – Grand Prize, LAT Challenge Coin, and entry to win BEER MONEY. No matter which tier you redeem, you can continue working towards the next prize tier. Prizes ship 2-4 weeks after redemption. Grand prize must be picked up in-person. Learn more about tiers and redemption instructions here: https://lnkd.in/geQj6RyG And as always, “old” passports never expire. Plus, it’s now easier than ever to claim your prize.

Breweries are a strong partnership sector in Premier League and Bundesliga. Interestingly, none of the global beer brands, Heineken, Carlsberg, Molson, Budweiser, (0.0%) are represented in the Bundesliga. Despite beer, especially Pilsner, being such an integral part of German culture, with many legendary breweries, the international giants have yet to make their mark in German football. But Astra, a FC St. Pauli partner, is owned by Carlsberg, so Carlsberg is actually involved in Bundesliga. Conversely, German breweries have not established a presence in the Premier League or Formula 1. 🍻 There are 14 breweries in Premier League and 14 Breweries in Bundesliga. (updated picture below with Astra included).

Well, this is no surprise! Apart from the fact that we partner with Diageo helping them to drive incidence growth across vodka, gin and beer categories in the on and off trade, you only have to look at the 'average' bar to see that @Guinness 0.0 is taking the world by storm. Alcohol free beer used to taste as bad as it sounds, but this is clearly now not the case with @Guinness taking number 1 slot in the alcohol free beer category. A great success! #alcoholfree #insights #marketresearch

Beer brands have been sponsoring sports events for ages. Not surprisingly, the rising growth and influence of non-alcoholic beer is pushing N/A into this space as well. What N/A brands have already made the jump, and how might they use sports to further differentiate? #nonalcoholicbeer #nonalcoholic #sportsmarketing #beverageindustry #beveragetrends https://lnkd.in/eVusGNwq

Since 2017, Bill Shufelt (CEO, Athletic Brewing Co.) went from hedge fund trader to the CEO of the leading producer of non-alcoholic craft beer. Unlike my typical tech-focused chats this one centers around a product I personally love. In the conversation, Bill tells stories of the unscalable but crucial strategies he used to build a brand, push past rejection, and redefine the non-alcoholic beer industry. → The unscalable activities that made Athletic a household name Athletic Brewing’s brand was built on unscalable activities, like handing out samples at races. Now, Bill often runs into high LTV customers at races he hasn’t attended in years when they say things like, “I met you in 2018 and my fridge has been full of your beer ever since.” While each sampling felt minor in the moment, Athletic has now activated thousands of events, and the long-term impacts accumulate. → How rejection helped Athletic build a competitive advantage Facing initial rejections from every contract brewer in the US, Bill took a bold step in building their own brewery. In hindsight, it allowed them unparalleled control over every aspect of production, from ingredient quality to rigorous testing of each batch. By handling everything in-house, Athletic also gains the flexibility to innovate and respond to market demands quickly—benefits that would have been unattainable had they relied on external partners. → Bill’s genius sales tactic Bill personally signed 300 deals with retail stores using clever tactics. Before pitching a buyer at a store, Bill would recruit a random grocery store shopper to pretend that they were super interested in the beer while Bill was pitching the deal. This approach helped break initial skepticism and build early buzz around their offerings, which helped Athletic secured shelf space and propel forward. For more stories and lessons from Bill, check out the full episode at: https://lnkd.in/gJjHJz_w

If someone had predicted 10 years ago that the most fashionable drink of 2024 would be Guinness, you would wonder if they had perhaps had a pint too many. Dark and soupy, Ireland’s favourite stout was something for long winter nights in Dublin, St Patrick’s Day or the Gold Cup, not a post-work sharpener for 21-year-old women. In fact, the only thing less likely than resurgent Guinness would be an insurgent version without alcohol. Recently Diageo, its parent company, reported that sales of its beer brands grew 18% in the fiscal year, driven mostly by increased sales of Guinness — and in particular Guinness 0.0 — which DOUBLED in sales year-on-year. This is not just designated drivers or rugby lads watching their waistlines. “The best beers are ones we drink with friends.” — Stephen Carter King Source: The Telegraph #Beer #NonAlcoholicBeer #Guinness #Pubs #Britain #England #Rugby #ConsumerBehavior #EmergingTrends #BrandAwareness #BusinessIntelligence ✦✦✦ Stephen Carter King Chief of Growth and Marketing and Strategy • Beer Market Analyst • Beerconomy CEO Thought Catalyst • Advisor • Sherpa • Speaker • sharing beer market trends, data and forecasts, insights, news and media via The Beerconomist