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Dear Client: Character-driven marketing hasn’t totally disappeared in beer. The Most Interesting Man has returned, The Busch Guy is still one with the brand and nature, and Bud Light continues to call on a familiar cast of, well, characters. But the zany, mascot-led approach that once defined the category has largely faded – no frogs, no dogs, no wolf(s), no penguins, and so on. What the industry will soon have, however, is lemons – yes, full-on, armed-and-legged, talking lemons, courtesy
Breakthru Enters Hemp THC Bevs, Starting in Minnesota
Dear Client: Breakthru Beverage is taking “a bold step forward in [its] evolution as a leading total beverage distributor,” announcing today that it is officially stepping into the hemp-derived THC category. The top-tier wholesaler will begin a “test-and-learn” approach to the category, starting with a phased rollout in Minnesota – one of, if not the most developed THC beverage markets – with additional markets to follow in the coming weeks. Right about now, you are more than likely wondering… “Why
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