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Dear Client: Following January’s storm-driven mess [see BBD 03-15-2026], February supply data from the Beer Institute looks better – but not exactly good. DOMESTIC SHIPMENTS UP A SLIVER ON SUPER SOFT COMP. Domestic shipments in February totaled 10.2 million barrels, up 0.2%, a clear improvement from January’s 9.5% drop. Though mind you, this hair of growth comes against a super soft comp, with February domestic shipments down 16.1% last year – the easiest comp on the 2026 calendar. STATE SHIPMENTS
Mike’s Brings Back the Mascot Playbook
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
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