May 2026 20
Beer Marketing Faces a Major Challenge This Summer: Strategies for Success
Americans are drinking alcohol less than they have in decades, and the beer industry is feeling the impact, especially with the upcoming FIFA World Cup 2026 on the horizon, which presents a major opportunity for brands. Molson Coors North America’s CMO, Sofia Colucci, announced that their company is making its largest media investment for a live sporting event in the last decade, despite not being an official World Cup sponsor.
The beer category is increasing its advertising spending significantly for this year’s tournament, reportedly twenty times more than during the Qatar 2022 World Cup. This summer’s tournament is set to be particularly advantageous since it takes place on home soil across the US, Canada, and Mexico, with a favorable time zone for enjoying the games with friends.
Rabobank’s beverages analyst, Bourcard Nesin, projected that a failure to see a recovery in beer sales during the World Cup would raise significant concerns for the industry. Molson Coors is planning 90 national advertisements across its brands, marking a creative approach similar to Budweiser’s iconic ads.
In a competitive market, the push for creativity and surprise is crucial, according to Colucci. A recent report indicated signs of recovery for the beer sector, with AB InBev experiencing its first quarterly growth in three years. Interestingly, total industry supply was reported to have increased by 2.5% in March, creating an optimistic atmosphere heading into summer.
However, competition will be fierce, with the World Cup expected to spur a $10.5 billion increase in global advertising expenditures. Local engagements will be essential for success, especially as Molson Coors has devised strategies such as collaborating with Uber to provide branded transportation in major cities and hosting events in partnership with clubs like Chelsea Football Club, aiming to appeal to both established drinkers and new consumers like Gen Z.
Research indicates that soccer fans are more likely to buy beer than fans of other sports, yielding opportunities for increased sales during the World Cup. Many fans tend to socialize before and after matches, spending time in bars and venues, which amplifies beer consumption.
The rise of non-alcoholic beverages also poses a challenge for beer marketers. With Gen Z expressing mixed drinking habits—49% drinking more while 44% want to drink less—brands must emphasize beer’s role as a social connector while showcasing non-alcoholic options to attract a broader audience.
Molson Coors CEO, Rahul Goyal, mentioned that the beverage industry faces an "occasion problem," as people are socializing less overall, which has negative implications for beer sales. The World Cup represents a critical moment for marketers to leverage social interactions during a summer characterized by increased gatherings.
This event, likened to a month-long Super Bowl, creates high expectations for sales increases. Ultimately, brands that adapt to changing consumer behaviors, focusing on the social aspects of beer rather than mere consumption, will likely emerge victorious in the World Cup marketing battle.
New Wine Bar in Chesco Celebrates Pennsylvania’s Finest Vintages with Regional Focus
A new wine bar named Proximity Wine Bar is set to open in Unionville, Chester County, focusing exclusively on showcasing wines and food sourced from within a 100-mile radius. Spearheaded by Corey Krejcik, a veteran in the wine industry, the bar will occupy the former Catherine’s Restaurant location on Doe Run Road.
Krejcik aims to create a modern "enoteca," a concept inspired by Italy’s communal wine bars. This establishment exemplifies the evolution of Pennsylvania’s wine scene, which has matured significantly over the past 20 years. With Krejcik’s experience managing Chaddsford Winery and consulting in wine hospitality, he recognizes the potential for a localized wine experience.
Proximity plans to collaborate with regional wineries, including Penns Woods Winery, Casa Carmen Farm & Winery, Stony Run Winery, and Waltz Vineyards. All wines served will be made from 100% Pennsylvania-grown grapes, enhancing the connection between the producer and the consumer. Krejcik intends for the wine offerings to highlight the state’s diversity and quality, with an "open door" policy for other local wineries meeting the sourcing criteria.
Currently, Proximity is in its developmental stage, aiming to raise $600,000 to establish their physical location. Once they reach this goal, they plan to sell wines through online platforms and temporary pop-up events. They expect to feature 20 to 30 wines by the glass, including a variety of styles such as sparkling, dry whites, and rosé.
In addition to a rich wine selection, the bar will utilize a full kitchen to create an array of food options, including charcuterie boards and artisan sandwiches. Krejcik is collaborating with culinary consultant Steve Forte, a former executive chef, to curate the menu offerings.
Krejcik reflects on the growth of Pennsylvania’s wine industry since wineries were allowed to produce wine within the state in the late 1960s. He emphasizes the commitment of local winemakers to produce high-quality wines, believing in the cultural and community significance of wine as more than just a beverage.
For updates on Proximity Wine Bar, you can follow them on their journey as they aim to bring the best of Pennsylvania’s wine culture to Unionville.
ALB® Vodka Expands Distribution in the Caribbean Through Enhanced Agreement with Southern Glazer’s Wine & Spirits
ALB® Vodka has recently expanded its agreement with Southern Glazer’s Wine & Spirits, enhancing its presence in the Caribbean and Latin American markets. This partnership with Southern Glazer’s Travel Retail Sales & Export Division is noteworthy as they are recognized as a top distributor of premium wine and spirits in the region.
The agreement marks a significant step for ALB Vodka, as it seeks to broaden its reach beyond the United States. The vodka brand, which has rapidly gained popularity as one of America’s fastest-growing spirit brands, is committed to maintaining a high-quality product that is both accessible and authentic.
Brian Grimsley, Sales Director of ALB, emphasized the importance of this expansion, suggesting that as consumers seek premium offerings fueled by tourism, ALB Vodka is well-positioned to cater to this demand. Southern Glazer’s Kamara Snow also expressed excitement about the partnership, highlighting ALB’s strong consumer momentum and brand story as key aspects that align well with their distribution strategy.
Previously, ALB Vodka has established itself through various strategic placements including partnerships with airlines like JetBlue and notable cruise lines, enhancing its visibility in domestic and international markets. The new Caribbean expansion through Southern Glazer’s is a pivotal move to enhance its long-term growth and appeal to spirit enthusiasts globally.
About ALB® Vodka
ALB Vodka, a premium gluten-free vodka made from 100% American corn, is crafted in Albany, New York. The brand prides itself on its authentic narrative and commitment to quality and value, embodying the energetic spirit of New York. More information can be found at albvodka.com.
About Southern Glazer’s Wine & Spirits
Southern Glazer’s is the leading distributor of beverage alcohol, recognized for its commitment to building brands that matter. With operations in 47 U.S. markets as well as Canada, it integrates extensive market experience and distributor relationships to enhance its portfolio. More details are available at southernglazers.com.
10 Cocktails You May Not See on Restaurant Menus Much Longer
As cocktail culture evolves, many drinks that once took center stage are quietly disappearing from restaurant menus. This shift highlights a changing preference for cocktails that prioritize efficiency, ingredient integrity, and a more conscious approach to drinking.
Bars are now favoring straightforward cocktails that deliver consistency over those requiring intricate preparation techniques. As drinkers become more discerning, there’s a growing preference for lower-alcohol or bitter profiles instead of sugary concoctions, resulting in a subtle yet significant edit of classic cocktails.
Among the drinks facing obscurity is the gimlet, traditionally a gin sour. As vodka’s popularity rises, many are swapping the gin base for vodka, diluting the gimlet’s original identity. Meanwhile, classic daiquiris are becoming niche orders. Their simplicity demands precision, which often deters bartenders and consumers alike, especially since many associate daiquiris with frozen iterations rather than the authentic rum-based version.
Chartreuse, a herbal liqueur prized for its complex flavor, has also seen a downturn in popularity. Limited production due to the priorities of its producers, the Carthusian monks, means this unique ingredient isn’t readily available, causing many bars to omit it from their menus.
The trend of skinny cocktails, once celebrated for being low-calorie, has faded as the focus shifts to low-alcohol options that emphasize quality ingredients over mere calorie reduction. The cocktail scene is now embracing a broader array of health-conscious drinks that offer depth of flavor rather than compromise.
In-house infusions, which were once de rigueur in the craft cocktail movement, are gradually disappearing due to their overexposure. The novelty has worn off, allowing for processes that are more visually interesting and time-efficient to take precedence.
Additionally, cocktails requiring egg whites, such as the Clover Club, face a decline because their preparation complicates service. Bars are prioritizing efficiency and simpler drink options, leading to an omission of these classic preparations.
Similarly, frosé, which rose to fame via social media, has fallen out of favor for its lack of substance. The freezing process compromises the wine’s quality, rendering it a sugary slush rather than a refined beverage.
Dessert drinks like the grasshopper and espresso martini are also losing their appeal as palates shift towards lighter, bitter options. Amari and digestifs are now preferred after meals over these heavy, sweet concoctions.
The once-beloved paloma has become less significant as cocktail enthusiasts look for more complex expressions of tequila and mezcal, seeking depth and narrative in their drinks.
Finally, the classic Old Fashioned remains timeless but is often overshadowed by modern interpretations and innovative blends that reflect current tastes while still showcasing the original spirit.
As drinking trends change, classic cocktails either go dormant or evolve, holding place for inventive variations that resonate with today’s culture. This recalibration marks not a complete rejection of the classics but rather a refreshing evolution in cocktail preferences.
AB InBev Reports Growth with Strong Beer Sales Recovery
Belgian brewer Anheuser-Busch InBev has reported its first increase in drink sales since 2023, driven by strong performances from major brands like Corona and Michelob Ultra. This resurgence has led to nearly a 7% rise in the company’s shares as it posted revenues and profits that exceeded forecasts. Overall volumes increased by 0.8%, contrasting previous expectations of a decline.
CEO Michel Doukeris highlighted the resilience of the beer market, despite facing weaker demand in key markets. The company’s top brands, including higher-end labels such as Corona and Stella Artois, contributed significantly to revenue increases. Additionally, AB InBev’s foray into non-beer beverages paid off, with a remarkable 37% revenue growth from products like the canned cocktail brand Cutwater.
The company has also seen success in Mexico, a crucial market where it surpassed competitors, including Heineken, aided by favorable timing around the Easter holiday. Analysts note that while some of this growth may be attributed to calendar effects, AB InBev’s strategic focus on key brands has proven effective.
Looking ahead, investors are optimistic about 2026, anticipating a rebound for the brewing industry after a challenging year in 2025. Despite ongoing challenges, including inflationary pressures and competition from beer alternatives, AB InBev maintains its full-year guidance and anticipates exceeding competitors like Heineken and Carlsberg in growth. The company reported a 5.3% organic increase in operating profit for the first quarter, surpassing the expected 2.6% growth.
Celebrating 150 Years of Journalism: The Release of Ol’ Watchdog Whiskey by Orlando Sentinel
To celebrate the 150th anniversary of the Orlando Sentinel, Forward/Slash Distillery & Blending House has crafted a unique whiskey called Ol’ Watchdog. This limited-release spirit embodies the newspaper’s rich history while offering whiskey enthusiasts a delightful tasting experience.
Co-owners Michael Buffa and Tim Bradstreet focused on two key elements for this special whiskey: honoring the Sentinel’s storied past and involving its staff. The whiskey features deep fruit notes, resulting from two blends aged in ancient Armagnac casks, representing one of the oldest spirits in the United States. They aimed to create something rustic and fruity that encapsulates a century and a half of storytelling.
Only 344 bottles of this whiskey will be available, with pricing set at $115. There’s also an option for half-ounce pours at $7 and 1-ounce pours at $11, designed to be savored. The casks used for aging date back to 1976, made from trees that were growing in France around the same time the Orlando Sentinel was founded.
Buffa explained that the choice of Armagnac was intentional to introduce flavors reminiscent of stone fruits and figs, contributing to the whiskey’s complexity. Additionally, Pedro Ximénez sherry casks were used to infuse a hint of sweetness and spiciness.
The name Ol’ Watchdog was derived from a suggestion made by photographer Stephen Dowell, fitting perfectly with the Sentinel’s journalistic mission. The "Ol’" was added as a tribute to whiskey tradition. Various staff members participated in the tasting process to help select the final blend, ensuring it met both expert and staff preferences.
Bradstreet described the whiskey as having a unique profile that drinks older than its years, standing out among other creations from the distillery. The bottles will be available for purchase and tastings starting May 7 at their Winter Park tasting room.
For more details, visit Forward/Slash Distillery.
10 Classic Cocktails Disappearing from Restaurant Menus: A Toast to Nostalgia
From the gimlet to the old fashioned and frosé, cocktail menus are experiencing a significant transformation. This shift is not a rejection of established drinks but rather a reflection of changing consumer preferences and a more efficient approach to cocktail preparation.
As bars seek efficiency, labor-intensive cocktail techniques, such as dry shaking and elaborate infusions, have been simplified. The trend now emphasizes ingredient quality, showcasing spirits and flavors instead of masking them with excessive mixers. Additionally, a cultural trend towards mindful drinking favors lower-alcohol, more balanced cocktails that prioritize bitter over sweet flavors.
This evolution is evident in the declining presence of certain classic cocktails on menus. Here are some of the notable drinks that are quietly fading away:
Gimlet
Originally a gin-based sour, the gimlet has seen its popularity diminish as more drinkers opt for vodka variations and savory choices like the dirty martini. While the gimlet’s citrusy profile remains, its presence wanes as the cocktail landscape shifts towards drinks that better reflect modern palates.
Classic Daiquiris
The daiquiri, another sour classic, demands precise proportions and quality ingredients. With many consumers now preferring ready-to-drink options, bartenders often avoid the daiquiri due to its technical nature and the misconception that it is a simple drink.
Chartreuse Drinks
Once a staple of cocktail culture, Chartreuse has become polarizing. Its complex herbal flavor appeals more to bartenders than to patrons, and recent production limits mean this unique liqueur is becoming increasingly rare on menus.
Skinny Drinks
The trend of "skinny cocktails," focused on calorie reduction, has been replaced by a movement that emphasizes flavorful, lower-alcohol drinks. Today’s cocktails feature innovative flavors and high-quality ingredients, moving away from the compromise of sweetness associated with skinny drinks.
In-House Infusions
Once a hallmark of craft cocktails, in-house infusions have declined due to overexposure and operational difficulties. As the craft scene matures, bartenders now focus on processes that provide visible results rather than hidden preparations.
Egg White Cocktails
Although egg white drinks create a well-known frothy texture, they require an extra preparation step that can complicate service. With a current focus on speed and efficiency, many establishments have opted to omit this labor-intensive element.
Frosé
While the frosé trend took off via social media, it has been criticized for flavor degradation due to freezing wine. Though still around as a marketing tool, most cocktail enthusiasts acknowledge its shortcomings compared to traditional cocktails.
Dessert Drinks
Creamy dessert cocktails, like the White Russian and Grasshopper, are losing ground as the culture shifts towards bitter after-dinner drinks, such as amari. With a more discerning palate emerging, drinkers seek complex flavors rather than sugary indulgence.
Paloma
While the paloma is a classic tequila highball, it is losing ground to more nuanced agave cocktails. As tequila’s popularity soars, drinkers are now inclined toward drinks that offer depth and storytelling, moving beyond simple mixes.
Classic Old Fashioned
Despite the old fashioned’s enduring status, the original minimalist version has become overshadowed by modern reinterpretations that often incorporate new ingredients while retaining the classic template.
These changes signal a broader cultural shift in how we experience cocktails. As bartenders adapt to evolving consumer preferences, the future of cocktail menus promises to continue reflecting the tastes and values of modern drinkers.
Meet the $240 Spanish Whiskey Crowned the World’s Best Rye at the 2026 World Whiskies Awards
Siderit’s PX Cask Rye, produced by a small craft distillery in Cantabria, Spain, has garnered international acclaim by winning the title of World’s Best Rye at the 2026 World Whiskies Awards. This rye whiskey is notable for being distilled entirely from 100% malted rye and aged for nearly nine years in unique 100-liter casks that have been seasoned with Pedro Ximénez sherry. This smaller cask size is significant because it enhances the whiskey’s interaction with the wood, allowing for a richer flavor and a quicker aging process.
The judges from the awards praised the PX Cask Rye for its exceptional qualities, describing its aroma as reminiscent of chocolate and honeycomb. When tasted, its profile includes smooth textures with notes of white chocolate, honey, nougat, ginger, cinnamon, and turmeric, leading to a warm and balanced finish.
Founded in 2013, Siderit operates on a small scale, producing limited quantities which has perhaps contributed to its lesser-known status on a global scale despite a history of success in whisky competitions. This year, Siderit also showcased another expression, the Green Malt Rye, which earned a silver medal.
Fast facts about Siderit PX Cask Rye:
- ABV: 46.8%
- Maturation: Aged for eight years and five months in 100-liter Spanish white oak barrels seasoned with Pedro Ximénez sherry
- Availability: Only 174 bottles available worldwide
- SRP: $240
The 2026 World Whiskies Awards featured more than 9,000 whiskies from 52 countries, where each whiskey was evaluated through blind tastings by a panel of experts. In addition to Siderit’s achievements, notable winners from other countries included Elijah Craig’s Toasted Barrel Rye from the U.S. and Alberta Premium’s Cask Strength from Canada.
For more information, view the original article on Food & Wine.
Carolina Hurricanes’ Viral ‘Beer Skates’ Are Making Waves in the Resale Market
The Carolina Hurricanes have introduced a new fan item, the “beer skate,” during the Stanley Cup Playoffs, which has quickly gained popularity. These unique drinking vessels, shaped like hockey skates, have drawn the attention of thousands of fans since their debut at the Lenovo Center.
During a playoff game against the Flyers, customers were eager to purchase the beer skates for $19 each. However, those buying both the skate and a 28-ounce serving of beer could get the total cost down to approximately $30, depending on the beer choice. The Hurricanes reported selling 4,687 skates in front of an audience of 18,620 people.
As with many collectible items, the resale market for these beer skates has exploded. Many have already surfaced on platforms like eBay, with prices soaring as high as $230 and averaging in the triple-digit range for most transactions.
The growing popularity has raised questions about the potential return of the beer skates for subsequent games, as the demand shows no signs of waning.
Bob Gunter Steps Down as President and CEO of Kōloa Rum Co. After Years of Leadership
Bob Gunter has concluded a significant chapter in both his life and the history of Kōloa Rum Co. by stepping down as the company’s president and chief executive officer on May 1, 2026, after nearly 18 years. His leadership led to remarkable growth, taking the Kōloa Rum brand from its origins to 38 states and internationally to regions including Canada, Japan, and Europe.
In a heartfelt LinkedIn post, Gunter expressed his mixed emotions about the decision and reflected on the team’s accomplishments during his tenure, which included championing sustainable practices, showcasing Hawaiian rum globally, and utilizing locally-sourced ingredients. He emphasized the importance of teamwork in achieving their shared goals, echoing the saying, “If you want to go fast, go alone. If you want to go far, go together.”
Several colleagues and former executives praised Gunter for his leadership style, highlighting his integrity and mentorship. Gunter started at Kōloa Rum Co. as chief operating officer in 2008 before being elevated to CEO just two years later. His extensive experience in the agricultural and spirits industries, combined with a deep commitment to the Kaua‘i community, bolstered the company’s reputation.
Gunter’s successor, Robert Ramer, previously served as chief commercial officer. Ramer joined Kōloa Rum in 2011 and has a history of driving growth for the brand. In his new role as chief operating officer, Ramer will now oversee daily operations and is enthusiastic about continuing the company’s journey.
Kōloa Rum Co. was founded in 2009, marking the return of distilling on Kaua‘i after Prohibition, and is noted for its quality, sustainability, and deep connection to Hawaiian culture. The company produces a variety of handcrafted rums using local materials, embodying a spirit of aloha and pride in its heritage.
As Kōloa Rum transitions under Ramer’s leadership, it is poised to embrace new opportunities while maintaining its commitment to quality and the values instilled by Gunter. More details on the distillery and its offerings can be found on the Kōloa Rum Co. website.