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Home » Topics » Alcohol

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Territory Changes and Deals: May 9, 2022

May 9, 2022

A collection of key deals from around the industry so you don't miss a beat...


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Spindrift Sees DSD as Next Growth Engine for Hard and Soft Sparklers

Juice-Infused Brand May Add as Many as 50 Distributors This Year, CEO Says
May 9, 2022

Spindrift is targeting 20 new states by the end of this year for its Spindrift Spiked sparkling water as the company forges a new direct store delivery (DSD) network. In an interview, Founder and CEO Bill Creelman said...


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Hard Mtn Dew Expands to New States as Market Share Soars in Existing Markets

May 9, 2022

Boston Beer CEO Says Trial ‘Higher Than I’ve Ever Seen.’ Scarcity, Cross-Border Sales Likely Bolstering Demand. Boston Beer’s Hard Mtn Dew, distributed by PepsiCo’s Blue Cloud unit, has now expanded to...


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Briefs: March 17, 2022

March 17, 2022

A collection of recent developments from around the industry to keep you up to speed...


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Opening Thoughts: March 17, 2022

March 17, 2022

While still early, there is growing evidence that leveraging established brands for new alcohol products is a winning way to break through tired or saturated categories.

As you will read in today’s issue, demand for PepsiCo’s Hard Mtn Dew appears to be outpacing the company’s ability to add distribution (story below). That’s a nice place to be and likely not by accident. PepsiCo and partner Boston Beer have launched in states where non-alcoholic Dew is already a strong seller, so there is built-in demand.


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Alcohol Retailers in Florida, Tennessee, Iowa Clamor for Hard Mtn Dew

PepsiCo's Blue Cloud Aims to Service "All Retail Customers" in Phased Roll Out
March 17, 2022

Hard Mtn Dew has created a stir among some independent liquor store operators in three states where Boston Beer and PepsiCo launched the alcoholic soda one month ago. Operators in Florida, Tennessee, and Iowa told BD that they have so far ...


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Briefs: February 23, 2022

February 23, 2022

A collection of recent developments from around the industry to keep you up to speed...


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U.S. Coke Bottlers Grapple With Alcohol Question and What it Means for Them

Two Camps Emerge: One Welcomes New Investment. Other Wants Direct Upside
February 23, 2022

Coca-Cola’s foray into the US alcohol beverage market has spurred mixed feelings from Coke bottlers without alcohol operations as they evaluate what the development means for their businesses. Coke and Molson Coors have steadily expanded distribution and added line extensions for Topo Chico Hard Seltzer, first introduced early last year. Coca-Cola has since licensed...


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Coke United's Brain Trust Looks Ahead to 2022 and New Leadership

Incoming CEO Mike Suco Stood Out as Keeper of Atlanta Flame
February 9, 2022

Coca-Cola Bottling Company United, Coca-Cola’s third largest US bottler, has named Mike Suco as the company’s eighth president and CEO in its 120-year history. Currently an SVP and chief commercial officer, Suco will succeed the retiring John Sherman as head of the Birmingham, Alabama-based bottler whose territory includes...


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Opening Thoughts: January 25, 2022

January 25, 2022

One of the big themes BD will mine this year is the new aggressive approach by non-alcoholic beverage powerhouses to find revenue growth in the alcohol beverage market. What appeared last year to be an experiment is quickly looking like strategy.

Of particular interest now are the divergent paths taken by Coca-Cola, PepsiCo, and Monster Beverage, spurred by the fragmented nature of the US alcohol distribution system.

Coke has quickly expanded its Topo Chico licensing test started a year ago with Molson Coors. That deal now includes Simply, a household name in the chilled juice segment. And Coke has partnered with a second brewer and spirits company, Constellation Brands, to create a canned cocktail headlined by Fresca. In both cases, distribution will be handled by the brewers’ networks.

PepsiCo’s go-to-market strategy couldn’t be more different than Coke’s. The company has opted to build its own alcohol distribution and merchandising network around a flavored malt beverage called Hard Mtn Dew. (Be sure to check out our Blue Cloud map published last month and available only to subscribers.) Boston Beer will develop and produce the drink under license from PepsiCo.

Monster Beverage has chosen yet another path....


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