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Archives for December 2024

Athletic Brewing Reimagines the New Year Reset with ‘Athletic January’ Campaign

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MILFORD, CT and SAN DIEGO, CA — Athletic Brewing Company, America’s largest dedicated non-alcoholic brewer, is reimagining the January reset with the launch of its latest campaign, “Athletic January.”

Drawing inspiration from Athletic’s trailblazing co-founder and COO, John Walker, who revolutionized non-alcoholic brewing by developing a new method for making NA brews, Athletic’s January campaign invites consumers to rethink their routines while experiencing the bold taste of Athletic’s award-winning brews. By harnessing the power of reimagination, consumers can shift their focus to what they reap rather than what they relinquish, inspiring a more enjoyable and fulfilling start to the new year.

“At Athletic, we believe a reset doesn’t have to mean giving up flavor or fun,” said Andrew Katz, Chief Marketing Officer of Athletic. “January has historically been marked by what you’re giving up instead of what you’re gaining. In the spirit of always innovating, we’re kicking off 2025 by inspiring drinkers to reimagine what’s possible, cherish moments of mindfulness and embrace moderation all year long.”

Athletic January: There’s Nothing Dry About It

To jumpstart Athletic January, the company will conduct a widespread sampling initiative, sharing its brews at hundreds of activations, retail samplings, and community events across North America and the UK. From January 10–17, Ask For Athletic Week takes center stage, making it easier than ever to enjoy a great-tasting brew. Customers who are 21+ can get a $5 rebate on one 12 oz. can or draft pour of Athletic at retailers across the U.S.*

Athletic is also enhancing its custom moderation tool, “Track Record,” which allows users to set personalized goals and chart their progress over time. Users can now choose how many dry days they want each month and monitor their momentum in real time.

Market Insights & Media Investment

According to global market research, 64% of consumers claim to be moderating their alcohol consumption1. Meanwhile, recent polling in the U.S. indicated that 26% of Americans plan to drink less in 2025, and 36% of U.S. drinkers plan to reduce or eliminate alcohol in January2.

To support the Athletic January campaign and continue driving brand awareness, Athletic is embarking on a multi-million dollar strategic media plan that includes the debut of new commercials across high-impact television, as well as out-of-home placements in key markets, streaming audio and podcast advertisements, digital media, and influencer endorsements.

Brewing Excellence & Category Leadership

Launched commercially in 2018, Athletic re-engineered nearly every step of the brewing process and developed a proprietary brewing method to make NA brews that rival full-strength alcohol counterparts.

“Unlike traditional methods that adjust a single part of the process, our approach includes 10–12 changes across all brewing stages,” Walker said. “The result is a finished product with a distinct flavor profile from other NA brews made using a handful of traditional techniques. Our innovative processes, some of which are patent-pending, showcase craftsmanship that is extremely rare and incredibly unique in the NA beer industry.”

An industry pioneer, Athletic has grown from one of the smallest breweries in America, producing just 875 barrels in 2018, to a top 20 U.S. brewery that sold over 258,000 barrels in 20233. With off-premise dollar sales growing by more than 50% year-to-date, Athletic currently holds over 19% market share within the non-alcoholic beer category4. The company now boasts three of the top 10 best-selling NA beers in the country in flagships Run Wild IPA, Upside Dawn Golden, and Free Wave Hazy IPA5.

“By transforming the quality and marketing of NA brews, we’ve made moderation more accessible and unlocked new occasions for the brewing industry,” said Athletic Co-Founder & CEO Bill Shufelt. “From the very beginning, our mission has been to redefine what’s possible and be the best part of our customers’ days. January is the perfect time to show new consumers why Athletic is the most decorated NA brewer and demonstrate how moderation can complement their lives all year long.”

About Athletic Brewing Company

Athletic Brewing Company is America’s largest dedicated non-alcoholic brewer. Athletic is revolutionizing how modern adults drink by crafting game-changing NA brews that can be consumed anytime and anywhere. Launched in 2018, Athletic is now the number one non-alcoholic beer brand in America6 and a top 20 U.S. brewing company7. Its award-winning brews are available nationwide at over 50,000 retailers and 25,000 on-premise venues. Athletic operates custom breweries in Connecticut and California and donates up to $2 million annually to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Athletic is proudly a Certified B Corporation™.

Follow Athletic Brewing on Facebook, Instagram, LinkedIn, TikTok, X, and YouTube to stay up-to-date on all things Athletic.

1 IWSR Analysis of top 10 low/no-alcohol markets

2 Coefficient Capital, The New Consumer: Consumer Trends 2025

3 Athletic Brewing Company Internal Records

4, 5, 6 NielsenIQ, Total US xAOC + Liquor Open State + Conv, CYTD Wks ending 11/30/24.

7 Brewers Association Top 50 U.S. Brewing Companies

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Living The Dream Brewing Wins Another Two Denver International Beer Competition Medals

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HIGHLANDS RANCH, CO— Living The Dream Brewing was awarded two silver medals in the 2024 Denver International Beer Competition (DIBC), bringing their total medal count in this program to 33 since 2015.

Living The Dream Oktoberfest and the Leopold Bros Bourbon Barrel Aged Imperial Velvet Stout took home silver medals from this international competition last month.

True to German style, Oktoberfest is a beautiful orange-copper color with a toasted, malty aroma; a touch of malt sweetness and light caramel on the palate— with a dry and refreshing finish. It was available in limited quantities for the fall season, and canned for the first time this year.

Leopold Bros. Bourbon Barrel Aged Imperial Velvet Stout is a local barrel edition of Living The Dream’s Velvet Imperial Stout, aged on 8-year-old Bourbon barrels. The dark chocolate and roast of the Stout pairs perfectly with the oak, caramel, and toast character of these one-of-a-kind barrels— all rounded out by a smooth, rich mouthfeel. This Stout is currently available on draft and in canned 4-packs to-go while supplies last.

With hundreds of beers entered annually from across the globe, adjudicators certified by the Beer Judge Certification Program, and medals awarded based on total points; DIBC is a showcase of brewing excellence that Living The Dream’s brewing team is proud to have placed in year over year.

“Living The Dream has consistently been one of the top performers in the Denver International Beer Competition with multiple beers receiving medals each year,” says Competition Director Kyle Dobbins. “Their entries have advanced to best of show, and have consistently impressed the adjudicators. The beer from Living the Dream has set a bar for quality year after year, and they are a valued local brewery to have in the Denver International Beer Competition.”

Contact Emily Hutto at hutto@radcraftbeer.com with media inquiries about Living The Dream Brewing.

ABOUT LIVING THE DREAM BREWING

Living the Dream Brewing is a craft brewery established in 2014 in Littleton, our home base for adventure in Colorado. Built on a foundation of brewing beer using only the finest ingredients, Living the Dream celebrates the people, places, and activities of the Centennial State. Live the life you’ve imagined, and join us at livingthedreambrewing.com.

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Lakewood Brewing Bottles BBT 2024 in 6-Liter Methuselahs Signed by Founder Wim Bens

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DALLAS, TX – Lakewood Brewing tapped its 12th Anniversary Edition of Bourbon Barrel Temptress this week, including 6 liter Methuselah bottles for $300 that immediately sold out. This year’s brew, exclusively available at the taproom, was aged for nine months in oak bourbon barrels and has hints of vanilla, oak, toffee, caramel, and roasted coffee that intertwine for a boozy and dangerously smooth treat.

BBT 2024 marks the 12th edition of Lakewood’s beloved annual barreling project. This super limited annual release is almost a year in the making. Every winter, Lakewood selects the highest quality bourbon barrels to age its cherished Temptress. Nearly a year later, those barrels are emptied to create a unique vintage of BBT. Available in a special commemorative two-pack and on draft, BBT 2024 showcases subtle nuances that enhance the rich character of Lakewood’s Temptress, Texas’ top-selling craft milk stout, resulting in a rich and delightful barrel-aged masterpiece.

Signed Methuselah bottles are available in a limited run and come crated and are perfect for the holidays.
Most notably known for its Temptress Imperial Milk Stout, Lakewood’s beer portfolio now includes year-round IPA’s, lagers, stouts, and popular seasonal offerings, all of which draw beer lovers to the Taproom at 2302 Executive Drive in Garland. To find Lakewood beers on grocery and craft beer shelves Texas-wide, the thirsty and the curious can use Lakewood’s online Beer Finder.

About Lakewood Brewing Company

Lakewood Brewing Company is a family-owned, independent craft brewery making Seriously Fun Beer. Lakewood exploded onto the DFW brewing scene in 2012 and became famous for its Temptress Imperial Milk Stout, which is now the best-selling craft stout in Texas. Its diverse beer portfolio includes IPA’s, Lagers, seasonal, and limited release beers.

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Brewers Association Announces 2025 Board of Directors Appointments

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BOULDER, Colorado — The Brewers Association—the not-for-profit trade association dedicated to small and independent American brewers—is pleased to announce the two at-large board members appointed to the 2025 Brewers Association Board of Directors.

  • Shawna Cormier, Seattle Beer School (WA) – appointed to a one-year term
  • Colby Cox, Pure Madness Brewery Group (WY) – appointed to a two-year term

The board gathered in Atlanta, Georgia, on December 12 for the last of its quarterly meetings of the year. The appointed board members will join the three recently elected board members when the board begins its new term in February.

  • Tomme Arthur (taproom class), The Lost Abbey (CA)
  • Bill Butcher (packaging class), Port City Brewing, Co. (VA)
  • Leah Cheston (brewpub class), Right Proper Brewing Company (DC)

Board of Directors officers and committee chairs will be announced at the board meeting on February 12-13, 2025.

About the Brewers Association

The Brewers Association (BA) is the not-for-profit trade association dedicated to small and independent American brewers, their beers, and the community of brewing enthusiasts. The BA represents 5,600-plus U.S. breweries. The BA’s independent craft brewer seal is a widely adopted symbol that differentiates beers by small and independent craft brewers. The Brewers Association organizes events, including the World Beer Cup®, Great American Beer Festival, Craft Brewers Conference & BrewExpo America, National Homebrew Competition, and American Craft Beer Week. The BA publishes The New Brewer and Zymurgy magazines, and Brewers Publications® is the leading publisher of brewing literature in the U.S. Beer lovers are invited to learn more about the dynamic world of craft beer at CraftBeer.com and about homebrewing via the American Homebrewers Association.

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Public Coast Brewing Co. Announces Seasonal Beer Releases for Winter

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CANNON BEACH, OR – Public Coast Brewing Co. is releasing two new cozy season-inspired beers to kick off the start of winter in Oregon: stRANGER Tides Chocolate Cherry Stout and Dunkel Dreams. stRANGER Tides Chocolate Cherry Stout is a collaboration with Portland-based Ranger Chocolate Co. This stout combines the rich allure of Ranger Chocolate Co. cocoa with the tangy juice of Oregon-grown cherries. Dunkel Dreams is a collaboration with Portland-based Smith Teamaker and pairs the classic malt flavor of a lager with their masala chai to create the perfect spiked beverage for the holiday season.

“We’re excited to partner with two beloved Oregon-based brands to create new and unique beers for the winter that add those classic flavors associated with the holidays,” said Ben Christianson, Public Coast’s brewer. “We wanted to add flavors that feel warm in contrast to the change of the season as we officially move into winter since flavors like cinnamon, cardamom, and chocolate are more associated with the colder months.”

stRANGER Tides Chocolate Cherry Stout is a spirited 7.8% ABV beer with the perfect combination of sweet and sourness of Oregon Bing cherries and rich cocoa, ideal for fruit and chocolate lovers, while Dunkel Dreams is a 5.2% ABV beer, boasting a warm blend of Masala chai and sweet maltiness, making it a daring yet fun flavor pairing.

Public Coast Brewing Co. continues to source as many of its ingredients as possible from its sister farm, Public Coast Farm, to ensure the highest quality year-round.

Both beers will be available on tap at Public Coast Brewing Co.’s brewpub in Cannon Beach and in 16-oz four-packs, as well as local shops and bars on the coast and in the Portland area. They are seasonal releases and time-limited; get them while you still can!

About Public Coast Brewing

Located just 70 miles west of Portland in Cannon Beach, Ore., Public Coast Brewing is named after the only true public coastline in America: the Oregon Coast. The brewery features a 10bbl Brewhouse with two 30-barrel fermenters, two 20-barrel fermenters, and four 10-barrel fermenters. Public Coast Brewing also offers fresh and delicious fare from local farms and ranches, including their own farm, for adults and children alike. Boasting a large pet-friendly patio, a large community-style outdoor fire pit, and an open brewhouse easily viewed from the bar, Public Coast Brewing offers a relaxed and welcoming spot for the whole family.

About Public Coast Farm

Oregon’s historic Route 26, known to Portlanders as the Sunset Highway, has welcomed generations of families traveling to and from the coast on its forested byway. Now, Public Coast Farm sits on that very route, straddling West Dairy Creek at the base of the Coastal Range, on a 40-acre site lush with blueberry bushes, beehives, fruit orchards and hops. The farm is fertile ground for the farm’s sister properties – the Stephanie Inn and Public Coast Brewing Co. – each of which incorporates Public Coast Farm’s fresh ingredients into delicious dishes and seasonal beers.

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ALAMO Beer/King of the Hill Collaboration

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SAN ANTONIO, TX – We are pleased to announce that the “King of the Hill”-inspired ALAMO beer will launch this spring. Hulu and the Alamo Beer Company are collaborating to bring the iconic ALAMO Beer from the popular adult animation series “King of the Hill” to life through an official licensing agreement. Please find additional background information below and attached for your reporting.

Alamo Beer Company has brewed its own ALAMO Beer but now with full King of the Hill IP rights through this collaboration, they can bring the ALAMO beer from the show to life, including the iconic can packaging with a highly drinkable beer that fans can enjoy while watching the show or any time they are gathering with friends.

The “King of the Hill”-inspired ALAMO Beer will hit stores in early 2025, starting with its home state of Texas in Q1 2025 and then rolling out nationally Q2 2025.

The collaboration comes in time to support the Hulu revival of the show launching in 2025.

Hulu announced the “King of the Hill” reboot in January 2023.

Set in the fictional Arlen, Texas, the original series followed the life of Hank Hill (Mike Judge), an enthusiastic seller of propane and propane accessories; his wife, Peggy (Kathy Najimy), local Boggle champ and substitute teacher; and their son, Bobby (Pamela Adlon), who defied any expectation his father had for a son. Hank’s friends – conspiracy theorist Dale (Johnny Hardwick), military barber Bill (Stephen Root) and cool but inarticulate Boomhauer (Judge), along with Peggy’s friends Minh (Lauren Tom) and meteorologist Nancy (Ashley Gardner), and Bobby’s friend Connie (Tom) helped the Hills navigate a changing world. The Emmy®-winning series ran for 13 seasons on Fox and all seasons now stream on Hulu.

The upcoming season 14 of “King of the Hill” will take place in fictional Arlen, Texas, in present-day USA.

“King of the Hill,” from 20th Television Animation, is executive produced by original co-creators Mike Judge and Greg Daniels, as well as incoming executive producer and showrunner Saladin Patterson. Additionally, 3 Arts’ Michael Rotenberg and Howard Klein, and Bandera Entertainment’s Dustin Davis serve as executive producers.

A premiere date for the new season of “King of the Hill” will be announced at a later date.

Alamo Beer Company was founded by Eugene Simor in 1997 and has operated at its current location in San Antonio since 2015.

Eugene has assembled a team of industry veterans to assist him in this project, including Mark King (InBev, PALM Beer, Austin Eastciders, Great Lakes Brewing Company) and Anthony Giardina (InBev, PALM, Radeberger USA, Founders Brewing Company) who will take the lead on sales and marketing.

Interested distributors/retailers should contact the following:

Alamo Beer Company – (210) 872-5589 ext. 2

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Lady Justice Brewing X Culture Beverage Distribution Partnership

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ENGLEWOOD, CO – Lady Justice Brewing, one of the world’s only woman-owned, queer-owned, brewer-owned breweries, has signed a partnership with Colorado’s own Culture Beverage as their new distribution partner.

Culture Beverage represents some of the country’s most renowned and sought after breweries, distilleries, and meaderies, and their team is dedicated to helping its customers and all Coloradans learn more about fermentation and drinking cultures from around the world. This is a perfect fit alongside Lady Justice Brewing and their mission to brew great beer for a better world as a community-focused brewery dedicating time, space, and money to nonprofits and community partners that support and empower women, girls, and nonbinary people in the state of Colorado.

“We are so excited to grow Lady Justice’s exposure across Colorado. This is a big step for us, and we’re thrilled to partner with Culture Beverage to get more great beer for a better world into the hands of people across the state,” shares Betsy Lay, co-founder and owner of Lady Justice Brewing.

“We have been longtime fans of Lady Justice, so this is a dream come true for us to represent such wonderful people and beer.’ Say’s co-owner and General Manager Xandy Bustamante, “Our team can’t wait to get their delicious beers into the hands of more Coloradans and to help Lady Justice grow.”

For those seeking to carry Lady Justice Brewing in their bar, taproom, restaurant, liquor store, or other business, please contact Culture Beverage at 720-665-1956.

About Lady Justice Brewing

The Lady Justice Brewing Company was dreamed up by Betsy Lay, Kate Power, and Jen Cuesta during their 2010 service in AmeriCorps – asking the question “why can’t we brew beer and give back to our community?” What began as a small operation on a custom-built homebrew system in a tiny storage space has grown into a flourishing taproom and movement.

Today, Lady Justice Brewing is owned by Lay and her wife, Alison Wisneski. It functions as a community-focused brewery dedicating time, space, and money to nonprofits and community partners that support and empower women, girls, and nonbinary people in the state of Colorado.

About Culture Beverage

Culture Beverage is an independent and family owned and operated Colorado distributor. Our mission at Culture Beverage is to bring beverages with soul to Colorado bottleshops, bars, and restaurants. We are lucky enough to represent some of the best breweries, distilleries, and meaderies in the country, while being one of the few 100% Latinx owned distributors in the country.q1`

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NoFo Brew Co Expands Reach, Launches Distribution in Florida

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CUMMING, GA – NoFo Brew Co is thrilled to announce its official expansion into the Florida Panhandle, in partnership with Vintage Distributors. This exciting new chapter marks the brewery’s first distribution venture into the region, where NoFo’s popular core beers will now be available across both on-premise and off-premise locations.

The first delivery of NoFo beer—comprising its signature offerings—has already made its way to the Panhandle. The inaugural pallet includes NoFo’s staple brews: Snow Ghost New England IPA, a hazy, aromatic IPA with vibrant citrus and tropical fruit notes; Collateral Mexican Lager, a crisp, refreshing lager with a smooth finish that’s perfect for any occasion; and Bluebird Day Czech Pilsner, a light, balanced pilsner with a clean, refreshing taste.

Both keg and can package options will be available for customers across Florida’s Panhandle region. Whether enjoyed at local bars, restaurants, or in the comfort of home, NoFo Brew Co’s delicious brews are now more accessible than ever before.

NoFo’s owners, long-time fans of the Florida Panhandle, are especially excited about this expansion, as they have a personal connection to the area. They have cherished adventures of their time spent in the 30A region and are eager to bring their passion for craft beer to a place they’ve always felt a deep affection for.

“Expansion into Florida has been a part of our strategic plan for some time now,” says Joe Garcia, Co-Founder & CEO, NoFo Brew Co. He continues, “We are so glad to have found the right distribution partner in Vintage. We look forward to bringing our brand to the panhandle of Florida and serving existing and future relationships in the territory.”

NoFo Brew Co’s commitment to community and hospitality remains central to its mission, and the partnership with Vintage Distributors is an exciting step forward. Vintage Distributors, with its established reputation in the region, will ensure that NoFo’s beers reach the right outlets and are readily available for both consumers and local businesses.

“We are very excited to find such a great partner in Vintage Distributors to introduce our beer to the panhandle of FL for the first time,” shares Chris Rogers, Director of Operations, NoFo Brew Co. He continues, “We look forward to growing our brand with Josh & Kristi’s help in Florida and their great network of accounts. We can’t wait to visit the area soon and see NoFo beers in bars, restaurants and shops.”

Snow Ghost New England IPA, Collateral Mexican Lager and Bluebird Day Czech Pilsner are now available at select locations throughout the Florida Panhandle. NoFo Brew Co’s beers were also recently showcased at the renowned Crafted Alys Beach Beer Festival in Florida. Follow NoFo Brew Co on Instagram or Facebook for more details about where to find their beers, upcoming events, and additional updates.

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Partake Brewing Takes the Lead as the Exclusive Non-Alcoholic Craft Beer Sponsor of the Professional Women’s Hockey League (PWHL)

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TORONTO, Canada – Partake Brewing, a leader in the craft non-alcoholic beer space, is thrilled to announce its role as the exclusive NA beer sponsor of the Professional Women’s Hockey League (PWHL). This partnership marks a significant milestone for both organizations, uniting two trailblazers who are changing their respective fields.

Ted Fleming, Founder and CEO of Partake Brewing, shared his excitement: “At Partake, we brew for those who are out there pushing limits and defying odds. The incredible athletes of the PWHL embody this spirit perfectly. We’re proud to support these remarkable women as they continue to break barriers and inspire fans across North America.”

This sponsorship aligns seamlessly with Partake’s mission of inclusivity and empowerment. Just as Partake has redefined the non-alcoholic beer category, the PWHL is reshaping the landscape of professional women’s sports.

“We are proud to welcome Partake Brewing as the exclusive non-alcoholic craft beer sponsor of the PWHL,” said Chelsea Purcell, PWHL Sr. Director of Corporate Partnerships. “Partake’s dedication to inclusivity and innovation reflects the values of the PWHL, and their support helps us enhance the fan experience while celebrating the growth of women’s hockey. Together, we’re breaking new ground and creating memorable moments both on and off the ice.”

To kick off the partnership, Partake is launching a limited-edition PWHL-themed Everyday Variety Pack. Each pack includes a QR code entry for a chance to win a trip for two to the PWHL Finals, complete with roundtrip flights, accommodation, game tickets, and spending money. The Variety Pack and contest will be available at select North American retailers starting in early 2025.

Partake and the PWHL are also debuting an exclusive content series featuring standout players who are truly ‘Making it Happen.’ This campaign will shine a light on the league’s top athletes—both their skills on the ice and their impact off it—celebrating their resilience, passion, and community contributions. The series will be shared across official PWHL team social media channels and YouTube, bringing fans closer to the stories of players who are living out their dreams of professional hockey.

As a certified B Corporation, Partake Brewing continues to demonstrate its commitment to using business as a force for good. This sponsorship is a natural extension of the company’s dedication to creating a better future and fostering communities where everyone can partake in empowering women to make their mark in the world of sports.

So, here’s to breaking new ground, to the love of the game, and to watching those who are ‘Making it Happen.’ Grab a Partake, and let’s rally for the future of women’s hockey!

About Partake Brewing

Serving up the lowest-calorie non-alcoholic craft beer on the market, Partake offers a delicious array of award-winning styles, all under 30 calories, so you can enjoy a beer throughout all your pursuits. Founded in 2017, Partake Brewing has become a leader in non-alcoholic beer in North America, with distribution in major retail across Canada and the United States. Brewed using a proprietary process resulting in deliciously low-calorie beer, Partake Brewing is praised by drinkers for its unique combination of exceptional flavour, classic styles, and game-changing nutritionals. For more information about Partake Brewing and its non-alcoholic beers, please visit drinkpartake.com or follow along on Instagram at @PartakeBrewing or on Facebook at facebook.com/DrinkPartake.

About the Professional Women’s Hockey League (PWHL)

The Professional Women’s Hockey League (PWHL) is a professional ice hockey league in North America comprised of six teams in Boston, Minnesota, Montréal, New York, Ottawa, and Toronto, each with rosters featuring the best women’s hockey players in the world. Launched on Jan. 1, 2024, the PWHL has broken multiple attendance records and holds the worldwide all-time record for a women’s hockey game. Visit thepwhl.com to purchase tickets and merchandise, and subscribe to the PWHL e-newsletter to receive the latest league updates. Follow the league on all social media platforms @thepwhlofficial.

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The 2024 Year in Beer

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BOULDER, CO — As 2024 comes to a close, the Brewers Association (BA)—the not-for-profit trade association dedicated to small and independent American craft brewers—recaps a year of decelerated growth and continued honing of offerings.

In the BA’s midyear survey, craft saw a slightly more significant estimated decline in production (-2%) compared to the full year 2023 data (-1%). There were no significant year-over-year (YOY) variations in sales volume share by channel, and one distributed channel did not overtake another, suggesting a balance between where consumers are purchasing and where breweries are supplying.

In the second half of the year, Q3 scan data suggested weaker performance than the first half of the year, though there has been some deceleration of declines in recent periods. This suggests a full-year number that may be weaker than the midyear estimate.

“Craft has been going through a painful period of rationalization as demand growth has slowed and retailers and distributors look to simplify their offerings or add options for flavor and variety outside of the craft category,” said Bart Watson, vice president of strategy and membership, Brewers Association. “That said, breweries have reacted to these changes by focusing on distribution, continuing to innovate in their taprooms and brewpubs, creating groups and partnerships, and offering a wider range of beverages in their portfolios.”

Here’s a look at the highlights defining the Year in Beer.

Craft Beer by the Numbers

Count: The number of small and independent breweries in operation in the U.S. in 2024 totaled 9,736.

Openings and Closings: Throughout the year, the BA has tracked 335 new brewery openings and 399 closings. Despite the slight decline in the number of breweries in operation, closings remain a low percentage of total operating breweries.

Employment: The craft beer industry supported nearly 460,000 jobs nationwide, fostering local economies and creating opportunities.

Economic Impact: Craft beer’s contribution to the U.S. economy reached an impressive $77.1 billion, demonstrating its vital role in the broader beverage market.

2024’s Hottest Market Trends

Non-Alcohol Beer Boom: With the growing demand for mindful drinking, non-alcohol beer sales soared (scan dollars up 30%+ year-over-year from January through October) as brewers refined their techniques to deliver flavor-packed options.
Focus: After years of unfettered innovation ruling the industry, brewers are focusing more on building off of products and models where they’ve found success.

Hospitality: Breweries embraced new ways to emphasize the customer experience, from offering diverse dining options, cocktails, and mindful drinking options to family-friendly activities such as menus for kids to color.
Major Events of 2024

Great American Beer Festival (GABF®): October’s GABF welcomed more than 40,000 attendees and featured 2,500+ beers from 500+ breweries, highlighting the best American craft beer, ciders, ready-to-drink cocktails, hard teas, and kombuchas.

World Beer Cup (WBC): Known as “The Olympics of Beer,” the 2024 WBC evaluated 9,300 entries with breweries from 37 countries vying for global recognition.

Beer Weeks: Communities across the U.S. celebrated American Craft Beer Week in May, strengthening the bond between breweries and their fans.

Looking Ahead

As the craft beer landscape evolves, the industry is poised for another challenging year in 2025, with additional uncertainty, potential tariffs and rising costs, retailers and distributors looking to simplify offerings, and potential new dietary guidelines for beverage alcohol. Market pressures will likely lead to continued consolidation and alliances to cut costs and utilize excess capacity.

“Brewers are experiencing critical challenges at the crossroads of a high-cost environment paired with slowing growth,” said Watson. “To grow in 2025, brewers must do what they do best: adapt. They also will need to continue to do the hard work to find ways to tell their story and differentiate their brands against the competition.”

For a deeper dive into 2024 and predictions for 2025, BA members are invited to attend the “Ten Points and Predictions for 2025” webinar on Thursday, December 19 at 11:00 a.m. MT with Vice President of Strategy and Membership Bart Watson and Staff Economist Matt Gacioch. Register here.

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