Blue Moon Extends Lightsky Brand with Lightsky Tropical Wheat

“When we launched Blue Moon LightSky nearly two years ago, we challenged the flavor drinkers expect to find in a light beer and it’s still going strong– at the end of 2021, LightSky remained the top light beer in the craft segment,” said Mara Schaefer, senior director of above premium beer at Molson Coors Beverage Co. “Tropical Wheat builds on this momentum and what consumers love most about LightSky – its unbelievable flavor and sessionability – with a pineapple-forward flavor proposition.”

Available in sleek 12 oz slim cans, Blue Moon LightSky Tropical is available in 6-pack and 12-pack varieties and makes a great, easy-drinking option no matter the occasion, whether that’s lounging at home or brunching with friends.

To celebrate the launch of Tropical Wheat, Blue Moon LightSky is releasing the LightSky TropiCooler, a limited-edition mini fridge designed to bring island-inspired light to dreary, winter days this season.

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Rooster Rojo Tequila’s New Message: ‘Sip Don’t Slam’

The new advertising campaign shows how the premium tequilas from the Amber Beverage Group should be savored and not slammed.

The campaign, which comprises film footage, social media content and print ads, was shot in urban Los Angeles. It will be rolled out beginning in Spring 2022.

Mantas Zlatkus, Global Portfolio Director in charge of innovations worldwide for Amber Beverage Group, said: “Consumers are becoming knowledgeable about the superior properties of Tequila when made as it should be, with 100% Agave. Our innovative and edgy new campaign is a milestone in the evolution of the brand’s history. It will appear across the world, supporting Rooster Rojo in all our major markets.”

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Beer Opposes Maryland Bill to Cut Tax on Spirits-Based Canned Cocktail

Testifying before the Maryland House Ways and Means Committee, Jim McGreevy, president/CEO, Beer Institute, said the proposal would result in a loss to the state treasury of $21 million over the next five years.

He challenged the fiscal impact statement published ahead of the hearing that assumed a decrease in revenue from liquor-based cocktails of about 5% a year.  This implies, he said, growth of these canned cocktails would be only 5% annual.  “This is extremely unlikely to be thecase, as the volume growth we saw in 2021 was 106% nationwide, according to Nielsen.  It would be almost unprecedented for the rate to slow to 5% in 2023 from 106% in 2021.”

“Maryland ranks 24th in the country in the number of craft breweries, boasting 121 craft breweries,” McGreevy continued, adding: “Beer distributors, many of them family-owned businesses, are important economic contributors with distribution companies throughout the state. The beer industry accounts for $4.5 billion in economic contributions to the state and creates more than 31,000 jobs for Maryland families. More than $224 million in state and local taxes are generated from the consumption of beer. In addition, another $327 million in business and personal taxes are paid to the state and local communities because of beer.”

He cited beer’s long history of being “recognized as the beverage of moderation” and said that because “beer is fundamentally different from spirits, the tax code properly reflects the distinctions between the two products across the country.

“Beer is significantly lower in alcohol by volume (ABV) than hard liquor, and the aggregate amount of beer sold in the U.S. has an average ABV of 4.62%, while the average ABV of spirits products sold in the U.S. is between 36.9% and 38.3%. Per liter of pure alcohol, beer costs 2.5 times more than hard liquor to produce. Beer also has higher distribution costs than liquor.”

He contrasted the beer industry’s “decades and billions of dollars” spent on responsible drinking campaigns” with the liquor industry’s “millions of dollars pushing a public policy agenda that makes it easier for consumer to access high-risk, high ABV products.  The liquor industry’s message to consumers dangerously suggests that all drinks are equal, which does a grave disservice to consumers and flies in the face of public policy.”

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Who & What —

Distilled Spirits Council of the United States (DISCUS) hires Andrew O’Neil as International Trade Policy Manager.  He joins from the Embassy of Canada in Washington where he analyzed U.S. trade and economic developments.  He started his career as a trainee with the European Parliament offices in Washington and Brussels.

Sequoia Grove Winery, one of Napa Valley’s premier producers of Cabernet Sauvignon, names Jesse Fox as winemaker.  Fox, 43, began his winemaking career in the cellars of Harlan Estates’ The Napa Valley Reserve and Promontory; he also served as the assistant winemaker at Ram’s Gate in Sonoma-Carneros.

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What We’re Reading —

Smoke on the Vineyards: Wine Industry Looks for Solutions to a Continuing Problem

The solution won’t be easy or cheap.  (Yakima Herald Republic)

The Texas Wine Industry Is Just Getting Started. Grape Farmers Say the End Is Near.

A toxic herbicide used in cotton fields is devastating vineyards on the High Plains, endangering the state’s $13 billion wine business. Grape growers have banded together to fight back.  (Texas Monthly)

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Molson Coors Net Sales Up 6.5% in 2021, Returns to Profit

Molson Coors Beverage Co. reports net sales rose 6.5% in 2021 to $10.28 billion, the first time in a decade that the company posted full-year revenue growth. Net income reached $80 million, reversing a $1.37 billion loss a year earlier.

The company attributed the higher sales to growth of its biggest brands, a sales rebound in bars, restaurants and at events, and a continued shift into higher-priced, above-premium beverages, which reached a record level of the company’s global portfolio.

Molson Coors said today it booked double-digit revenue and profit growth in its fiscal fourth quarter — the second consecutive quarter it has posted both top- and bottom-line gains versus the year-ago quarter — and issued guidance for 2022 projecting both top-line and bottom-line growth for the year. The achievement would mark the first time in more than a decade the company would grow revenues and profits for a full fiscal year.

“Today our top line is growing for the first time in ten years, our core brands are growing net sales revenue for the first time in years, our portfolio is premiumizing to levels never before achieved, we are moving to scale beyond beer, and our business is making tangible progress toward achieving the goals of our revitalization plan,” Molson Coors CEO Gavin Hattersley said in a call with analysts and investors. “We are set up for a strong 2022.”

The global beverage company also said it paid down $900 million in debt for the year and its board increased its quarterly dividend 12% to 38 cents a share.

Fourth-quarter net sales revenue rose to $2.62 billion, up 14.2% compared with the year-ago quarter. The company swung to net income of $80 million, or 37 cents per diluted share. That’s compared with a net loss of $1.4 billion, or $6.32 per diluted share, in the fourth quarter of 2020, which was largely attributed to one-time charges.

Molson Coors’ 2021 gains came despite another bumpy year in the beverage industry, which included the double-punch of a snarled global supply chain and significant inflation, which resulted in soaring prices for transportation and key raw materials. The year also was marred by persistent issues wrought by the global pandemic, which resulted in a fourth-quarter pullback and renewed restrictions amid the rapid spread of the omicron variant in key markets.

“That impacted our business, creating a whole host of challenges,” Hattersley said. “And yet, through it all, Molson Coors made tremendous progress. Molson Coors finished 2021 as a healthier business than we were at the end of 2019.”

New and trusted brands taking off

The company’s two top-selling brands each grew net sales revenue globally, with a particularly strong performance in the U.S., where Coors Light finished the year up 4.4% and Miller Lite up 7.6%. In Canada, Molson Coors’ second-largest market, Coors Light reported revenue growth in the fourth quarter while Miller Lite accelerated its growth in the fourth quarter to finish 2021 up double digits.

Molson Coors finished 2021 with above-premium beverages comprising the largest percentage of sales in the company’s history, fueled by growth in hard seltzers in the U.S. and Canada and beer innovations in the U.K. and Central and Eastern Europe.

In the U.S., the company boasted the fastest-growing hard seltzer portfolio among major beverage companies, posting triple-digit growth in 2021, per data from market research firm IRI. Its two entries, Vizzy and Topo Chico Hard Seltzer, each rank in the top five hard seltzer brands in the country and continue to grow quarter after quarter, Hattersley said.

Molson Coors is particularly bullish on Topo Chico Hard Seltzer, which launched nationwide in January. With momentum in both established and new markets, and more innovation on the way, the company thinks the brand can become a top-3 hard seltzer in the competitive U.S. market. Twelve-packs of the brand’s newest entry, Topo Chico Ranch Water, are now the fastest-turning ranch water in the U.S.

Blue Moon Belgian White and Peroni each grew in the U.S. in 2021, and Molson Coors’ portfolio of regional craft brands outpaced the category, per IRI. The company is gaining total share of craft in Canada, as well, led by strong performance of Brasseur de Montreal and Trou du Diable.

Sky is the limit beyond beer

ZOA, the fastest-growing energy drink in the U.S., which now ranks as the No. 2 health energy drink in the convenience channel, helped Molson Coors’ Emerging Growth business contribute nearly $800 million in 2021 net sales revenue, tracking ahead of its $1 billion annual revenue target by 2023.

The brand, which launched last year, has plenty of blue sky ahead as it continues to expand distribution across the U.S., Hattersley said.

Looking to 2022, Molson Coors said it project a mid-single-digit sales increase

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