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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
Essay: The Pace of Change is Accelerating, But It Ain’t all Bad
Dear Client: I’ve spent more time out in the trade recently than I have in a long time, and the most striking thing is how wildly diverse cold boxes in supermarkets, c-stores, and package stores are today than five years ago. And the most striking thing isn’t any one brand or trend. It’s the sheer visual chaos of the cold box, (see below). A wholesaler exec my age lamented that the days of 20 SKUs and a buck off a
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