With exactly one zillion breweries operating across America, distribution news is always a steady constant in the CBB mailbox. Every week, we get virtual piles of announcements on new alliances, upcoming state expansions and even reductions from breweries growing and shrinking their distribution footprints. Here is some of that beer distribution news. Enjoy!
Athletic Brewing’s non-alcoholic brews reach 100+ Live Nation music venues and festivals
Athletic Brewing Co., America’s largest dedicated non-alcoholic brewer, is bringing its award-winning brews to the heart of the live music scene with an exciting new multi-year partnership. Athletic is now the official non-alcoholic beer partner for more than 100 Live Nation concert venues across the United States, including renowned locations such as Brooklyn Paramount, Shoreline Amphitheatre, and The Gorge Amphitheatre.
Responding to growing consumer demand for non-alcoholic beverage options, with 70% of live music fans saying they want more beverage options at concerts2, the partnership also extends to four major music festivals: Bonnaroo Music & Arts Festival, BottleRock Napa Valley, Festival La Onda, and Two Step Inn.
This partnership marks a pivotal step in Athletic’s mission to make moderation more accessible by not only reimagining how non-alcoholic beer is made but also by leveling up the live music experience. By offering fans more NA choices, Athletic is broadening how audiences enjoy unforgettable moments at concerts and festivals. Legal drinking age music fans can now enjoy Athletic’s most popular brews like Run Wild IPA, Upside Dawn Golden, Free Wave Hazy IPA, and Athletic Lite, with selections varying by venue.
“We’re thrilled to partner with Live Nation venues and bring Athletic’s great-tasting brews to center stage at some of the most iconic venues and festivals across the country,” said Andrew Katz, Chief Marketing Officer of Athletic. “This partnership strikes a chord with concertgoers seeking non-alcoholic options that harmonize with their lifestyle. Now fans can enjoy the magic of live music and keep the beat without a buzz.”
Beyond event concessions, fans of legal drinking age can look forward to unique Athletic tasting experiences at venues and festivals. These experiences will include opportunities to sample the company’s award-winning brews, participate in giveaways, snag limited-edition merch, and more. The partnership also brings Athletic backstage, where artists and their teams can savor brews in green rooms, expanding the hospitality experience.
“We’re constantly finding new ways to give fans the best experience at our shows, and we’re excited to expand our offerings to match their evolving tastes,” said Maureen Ford, Live Nation’s President of National and Festival Sales. “With Athletic now at more than 100 venues and festivals, fans will have even more choices during their most memorable moments.”
Demand for non-alcoholic beer is surging, with sales growing by double-digits in each of the last five years. Athletic is the number one brand in the NA beer category, with over 19% market share and over 50% growth in 20243.
The partnership will enable Athletic to reach millions of new consumers and get cans directly into the hands of thirsty live music goers. This latest venture into live music builds on the company’s mission to revolutionize how modern adults drink by providing inclusive options for all lifestyles and occasions.
Fans can follow Athletic Brewing’s live music journey on Facebook, Instagram, LinkedIn, TikTok, X, and YouTube for updates on new offerings and experiences.
1, 2 Source: Live Nation 0% Proof Custom Study, Soundboard, Spring 2024
3, 4 NielsenIQ, Total US xAOC + Liquor Open State + Conv, CYTD Wks ending 12/30/24.
5 Brewers Association Top 50 U.S. Brewing Companies
JetBlue to serve Montauk Brewing’s Surf Beer Golden Ale on all domestic and international flights
Montauk Brewing Co., a beloved and rapidly growing craft brewer renowned for its exceptional craft beers, and a Tilray Brands, Inc. company, recently announced that The Surf Beer Golden Ale is now available for JetBlue customers on all domestic and international flights starting this month. As the first airline to serve Montauk’s easy-drinking craft beer, JetBlue’s customers can now enjoy a refreshing taste of Montauk, bringing a piece of the beach to the skies. The Surf Beer is a light and refreshing brew and one of Montauk’s best-selling flagship beers, inspired by the brand’s coastal lifestyle and “Chase Your Wave” ethos. It’s an invitation to pursue one’s passions, aspirations, and authentic self
Vaughan Cutillo, Cofounder of Montauk Brewing, said: “We are proud and excited that JetBlue selected our Montauk Surf Beer Golden Ale to offer to travelers worldwide. This selection represents not just a beverage but the embodiment of relaxation and joy that Montauk Brewing stands for. We hope that every sip taken at 30,000 feet connects our consumers to the carefree spirit of Montauk and the adventurous journey ahead.”
Montauk Brewing, known for its craft beers and community focus, has a loyal following among beer lovers and beachgoers. Now, JetBlue flights feature Montauk’s Surf Beer, bringing its unique flavors to more people.
Yuengling’s iconic portfolio is officially available across Illinois
Today, Yuengling announced that the brewery’s flagship beers are now officially available on draft across Illinois. Millions of beer fans in the state will have their selection from a variety of the brewery’s renowned beers, including their iconic Yuengling Traditional LAGER, and FLIGHT by Yuengling, the Next Generation of Light Beer.
“As we look to further Yuengling’s presence in the Midwest, we are excited to officially begin pouring our iconic beers in Illinois as our next expansion state,” said Wendy Yuengling, Chief Administrative Officer and 6th generation family member, D.G. Yuengling & Son, Inc. “On behalf of our entire Yuengling family, we are humbled by the devotion we’ve received from dedicated fans in Illinois that have been eagerly awaiting for Yuengling beers to be available in their favorite bars and restaurants – serving as a testament to the brewery’s almost 200 year commitment to brewing the highest quality Lagers, Porters, and Ales for consumers to enjoy.”
Beer fans of legal drinking age can stay up to date on where to find Yuengling’s iconic brands across Illinois at their nearest bar or restaurant by utilizing the “Find Our Beer” link at https://www.yuengling.com/find-our-beer/. To celebrate the launch of the brands in Illinois, the Yuengling team will be visiting various locations throughout the state this week to offer consumers sampling opportunities as they enjoy their first sips of draft beer from America’s Oldest Brewery.
“Along with our distributor partners, we are excited to finally bring Yuengling’s diverse portfolio of beers to our passionate fans across Illinois” said Colin Callahan, General Manager, The Yuengling Co. “Yuengling beers are known for their distinct character and unparalleled craftsmanship, and we take pride in brewing a beer for every taste and occasion. We are eager for beer drinkers across the state to try our beers and have Yuengling become a part of their special occasions and celebrations.”
Following the draft launch in late-January, Yuengling will become available in cans and bottles across the state at fans’ favorite stores, restaurants and bars starting in early March.
Lawson’s Finest brings Double Sunshine IPA to full distribution for a limited time
The Sunshine-makers at Lawson’s Finest Liquids are illuminating the new year with the first ever full market distribution of Double Sunshine IPA (8% ABV). Double Sunshine IPA was the beer that inspired Lawson’s Finest’s flagship brew, Sip of Sunshine IPA (8% ABV), which celebrates its 10 year anniversary in 2025. Double Sunshine won’t be around for long, so try this Vermont-famous American Double IPA while you can.
“Not long after Lawson’s Finest Liquids got started, I discovered Citra hops and made an IPA featuring all Citra. It was juicy, fruity and luminous — like liquid sunshine. It was so delicious that I decided to make an imperial IPA and called it Double Sunshine. People drove from all over the Northeast to grab the original 22 oz bottles and it used to sell out in hours,” said Sean Lawson, founding brewer of Lawson’s Finest Liquids. “In recent years, fans have requested more access to Double Sunshine. And what better time than now, in honor of Sip of Sunshine’s 10th anniversary?”
Double Sunshine has historically only been available at the Lawson’s Finest destination taproom and brewery in Waitsfield, Vermont. Double Sunshine IPA, the B Corp Certified brewery’s taproom-favorite Double IPA, is sunshine in a can. Every sip is amped up with juicy, lush fruit character and dank herbal aromas thanks to an abundant use of U.S.-grown hops. First brewed in 2009, it paved the way for what would become the brewery’s flagship, Sip of Sunshine IPA, the iconic yellow can packed with juicy tropical fruit character, bright floral aromas, and delectable layers of hop flavor.
Nods to the deep impact Double Sunshine has made on the brewery can be found on the Lawson’s Finest flagship IPA Sip of Sunshine, from the juicy tropical fruit flavor in the brew to the packaging. Sip of Sunshine’s iconic yellow can features a smaller sun design evoking the Double Sunshine sun.
“We’re celebrating the sunshine all year, as we pour out the love for our flagship, Sip of Sunshine, its family of brews and our fans who have supported us over an incredible decade. Double Sunshine and the rest of the Sunshine lineup, are crafted to exemplify the boldness, brilliance and balance of an American IPA.” said Lawson’s Finest CEO Adeline Druart.
Sunshine seekers can now find Double Sunshine IPA on draft and in 4-packs of 16-oz cans for a limited time across the Northeast and Mid-Atlantic, including at retailers in Connecticut, Massachusetts, Maine, New Hampshire, New Jersey, New York, North Carolina, Pennsylvania, Rhode Island, Vermont and Virginia.
All Lawson’s Finest brews are Cold Stored. Cold Shipped. Cold Shelved. from the time they are packaged to maintain freshness and quality. For more information on Lawson’s Finest Liquids and its lineup of craft beers, visit lawsonsfinest.com.
Vermont Cider announces long-term sales and marketing partnership with United States Beverage
Northeast Drinks Group recently announced, in conjunction with its wholly owned subsidiary Vermont Hard Cider Company, LLC (VCC), a long-term partnership agreement with United States Beverage, LLC (USB), as exclusive sales and marketing partner for VCC cider brands.
Under the terms of the partnership, USB will have the exclusive right to represent VCC cider brands in the U.S. market, including iconic cider brands Woodchuck Hard Cider and Wyder’s Cider. USB’s sales team will represent VCC brands in trade with wholesalers and retailers. With the same independent ownership still in place, VCC will continue to control production at the Middlebury, Vermont, Cidery, direct brand strategy and execute logistics.
This transition is expected to happen seamlessly without disruptions. USB and VCC have no plan to make adjustment to the network based on this partnership. VCC will continue to approach any changes to network with the same strategy as always, by doing what is best for the cider brands in each market. In addition, both companies anticipate many of the VCC employees transitioning over to USB.
Bridget Blacklock, Chief Commercial Officer, will continue in her role at VCC overseeing the partnership and driving brand strategy and marketing while working closely with USB to ensure a smooth transition and continued success for the brands.
“USB’s passion for cider, notable track record, and expanded sales team will add additional resources and strength to our cider brands,” said Blacklock. “We are very proud of the heritage and craftsmanship of Woodchuck and Wyder’s ciders and now have a strong partner to help expand our brands’ availability to reach more fans. Cider is a historic beverage and staple in the beer category that has a bright future, I am excited to work with USB to drive growth and gain greater share within cider.”
“USB seeks to partner with companies that have great people and great brands,” said Justin Fisch, CEO of United States Beverage. “We are honored to add Vermont’s iconic ciders to our portfolio of brands and work with such an incredible team of industry professionals in Middlebury. We cherish the opportunity to represent brands with such heritage. We can’t wait to get going and support their growth for the future.”
Rupee Beer is now available at World Market locations across the United States
Named Best Beer for World Food, Rupee is an Indian inspired-brand crafted by a world-renowned master beer brewer and Indian chef. From the brand’s inception, Rupee has been a mission-centric organization on a quest to reimagine the way the world enjoys beer with global food, while helping enhance the visibility of India — now the most populated nation on earth.
Rupee focuses on the way their beers are brewed, and how consumers of the beer feel when pairing beer and global flavors. Rupee’s award-winning recipes have been featured in numerous media outlets including Forbes, Bloomberg, The Washington Post and Food & Wine.
The growing Indian-inspired brand recently announced that it has launched with World Market formally know as Cost Plus World Market, an American chain headquartered in California of specialty and import retail stores, selling home furniture, decor, curtains, rugs, gifts, apparel, coffee, wine, craft beer, and international food products.
Further growing its presence and availability, Rupee’s Basmati Rice Lager and India Pale Ale will be carried with across World Market locations across the east coast and mid-west. Presently Rupee Beer is available across 20 states and online distribution across 45 states.
Manhattan Beer Distributors announces name change to Manhattan Beer and Beverage Distributors
Manhattan Beer and Beverage Distributors, formally known as Manhattan Beer Distributors, recently announced its name change to fully reflect its broad product offerings. Manhattan Beer, founded by Simon Bergson in 1978, began as a small beer-only distributor, with the goal of offering the best possible service to the island of Manhattan. Through Simon’s entrepreneurial vision, he has built the company into a full beverage distributor servicing 14 counties, stretching from Montauk to Midtown Manhattan to Monticello, with an extensive portfolio of beer, wine, spirits, and non-alcoholic products.
Manhattan Beer and Beverage Distributors’ portfolio has been, and will continue to be, anchored by its wide variety of beer brands. These include powerhouse beer brands like Corona, Modelo, and Coors, leading national craft beers like Blue Moon, Samuel Adams, New Belgium Brewing, local favorites from Captain Lawrence and Brooklyn Breweries, and leading flavored adult beverages like White Claw, Truly, and Twisted Tea.
Manhattan Beer and Beverage Distributors has long offered a variety of premium waters and mixers, such as Pellegrino, Voss, and Iceland Spring. More recently, Manhattan Beer and Beverage Distributors strategically expanded its non-alcoholic offerings to a full range of products and categories, including energy drinks. Examples of such exciting additions include Guayaki Yerba Meta, Mas+ Positive Hydration, Zoa Energy, and many others.
Similarly, MBBD has been building its New York Wine and Spirits division for almost a decade. Through this division, Manhattan Beer and Beverage Distributors offers a broad portfolio of full-strength wine and spirits products, providing emerging and established brands entrée to additional channels. This portfolio includes spirits-based ready-to-drink offerings like Surfside and Sun Cruiser, wineries like Manning Estates, and liquor offerings like Molly’s Irish Cream.
The name change to Manhattan Beer and Beverage Distributors now best reflects the company’s comprehensive beverage offerings while maintaining its 50 year heritage. MBBD will continue to grow and evolve as a total beverage distributor, always striving to do more for its customers, supplier partners, employees, and communities. This mindset is captured in Manhattan Beer’s vision statement, which aligns perfectly with its change in name: We have the spirit of a winner – the most resilient, resourceful, and respected beverage distributor in
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