NBWA: Bev Landscape In Its “Freaky Friday” Era, And It May Not Go Back

Dear Client: Board Chair Steve Beykirch opened NBWA’s 89th annual convention in Orlando on Monday by reminding wholesalers what they actually sell: “optimism, 12 ounces at a time,” he said, casting beer as the maker of “more traditions in this country than almost anything else,” from football to wedding toasts.  But of course, many consumers are too distracted to relax these days. “We are living in the most connected, least present moment in our history,” Steve said, pitching beer as