So Far, So Good

Dear Client:  If you’re looking for a “signal check” heading into the heart of Super Bowl selling, Bump Williams is leaning into a simple idea: the beer business doesn’t need a miracle — it needs more shoppers. And while he’s not buying the industry’s “rebirth” narrative for 2026 yet, he says early-year store checks are flashing enough green lights to matter.  Sidebar:  Speaking of trends, Total BevAlc is up 6.1% vs. prior week in absolute dollars, in Circana for the