AFicioNAdo? Certification Program

Heineken is spending 25% of its global advertising budget on the Heineken 0.0 brand. Currently the 0.0 version of Heineken represents a small percentage of the global beer behemoth’s total sales. So why make this investment? 1) New customers “60% of non-alcoholic beer sales are incremental, meaning they represent new growth rather than replacing existing sales.” Heineken reported over 50% of the consumers are coming from soft drinks rather than beer… 2) Secure future brand loyalty At this point it should come as no surprise that Gen Z is drinking less. There are many theories but there is no doubting the impact of the trend. The more important metric is the rebuy rates. According to NielsenIQ, the top non-alc beers are seeing high repeat purchases. If a whole generation continues on this trend, don’t you want to win them as a Heineken or Bud fan for life just like the beer wars through the 80’s and 90’s? Conclusion: if you are a category manager, brewer, restaurant owner, or even consumer looking at NA and thinking - this is just a weird fad… good luck winning the hearts and minds of a whole generation. Bonus thought: Non-alc beer is 85% of total adult non-alc beverage market (NielsenIQ). Yet beer only represents 41% of the traditional alcohol market sales (PBS). If you really want to invest in the future of non-alc, the real bet is on what non-alc wine, spirit, and RTD cocktails will be the next wave of Athletic Brewing, Heineken 0.0, or Bud Zero. Don’t be surprised if are reading the The Wall Street Journal talking about the rise of Altitude Functional Beverages in a few years… #nonalc #sobercurious #adapt #cpgindustry Sobriety Is in, and Non-Alcoholic Beer Sales Are Soaring

?????????? ???? ?????? ?????????????? ???????????????? ???????????????? ???????? ??????????????!?? It's been another eventful month in the world of cannabis, and we're excited to talk about it. Tune-in to find out what's top of mind for us, thus what should be top of mind for you. For this episode, that includes the following: ????Tariff Impacts:?With increasing COGS, how will your business respond? ???Business Fundamentals:?Isn't it time we focus on running profitable businesses? ???MSOs Hedge with Hemp Bev:?Will hemp beverages provide a lifeline to MSOs? ???Texas Hemp Ban:?What is Lt. Gov. Dan Patrick up to, and what are the chances he'll succeed? As always, High Spirits is more than a podcast – it's a dynamic conversation among leaders in the cannabis industry. We film live, and your participation is what makes our discussion richer and more meaningful. We invite you to contribute to the conversation and let us know what's important to you! What topics should we delve into? We welcome your questions and comments, so drop them into the chat and join us as we dive into the current events of the cannabis industry! #highspirits #cannabis #hemp #podcast

Today we published our 2024 Full Year Results. Our EverGreen strategy continues to shape the future of beer with our focus on: ? Premium beer with volumes up 5% led by Heineken? which was up 9% ? Low and no-alcohol beer with Heineken 0.0 growing 10% reinforcing our leadership in non-alcoholic beer ? Mainstream beer up 1.7% with notable growth from Amstel in Brazil, Kingfisher in India, and Cruzcampo in the UK, the biggest alcoholic beverage launch in the UK in a decade. ? Beyond beer offerings up 4% led by Desperados globally and Savanna cider in Southern Africa. Thank you to all our incredible people, customers, and partners who contributed to these solid results. Read more about we are shaping the future of beer and beyond in our 2024 Full Year Results press release here: https://lnkd.in/eiawNd6m #Heineken #EverGreen #FinancialResults

? Mindful drinking isn’t a trend—it’s a cultural reset. I want to take the opportunity to share my thoughts on this growing sector. Moderation matters to everyone and Kantar data shows it’s growing across age groups (Millennials 70%, Gen x 60%, Boomers 54%), and the next generation of drinkers especially. (Gen-Z 75%). The no and low alcohol category is expected to grow by 7% year on year in the UK between 2022 and 2026, according to IWSR. Globally, the no- and low-alcohol sector is projected to increase by a third by 2026, reflecting the strong consumer demand for moderated drinking options. As part of Diageo’s purpose, “Celebrating Life, every day, everywhere,” I believe passionately that the drinks category should be inclusive, offering delicious and exciting drinks experiences for everyone – whether they consume alcohol or not. ?? Choosing moderation isn’t about cutting back—it’s about stepping forward. ???? Our data shows that more than half of drinking occasions now include moderated drinks choices. This isn’t about “going without”; it’s about enjoying more. From Captain Morgan 0.0% bringing the spice of classic rum, without the alcohol, to Tanqueray 0.0% and Gordon’s 0.0% delivering the same iconic botanicals that make gin a favourite, we’ve ensured our portfolio meets that need, redefining what it means to drink mindfully. ?? The future of drinking is here, and it’s anything but boring. ?? For years, non-alcoholic options were an afterthought—today, they’re centre stage thanks to the creativity and passion of our industry colleagues and their work to elevate how we craft and think about non-alcoholic drinks. Edelman data shows that 81% of Gen Z consumers and 78% of millennials are exploring a “damp” lifestyle, and IWSR forecasts non-alcoholic spirits will grow by 14% on average annually over the next 4 years till 2028. As a result, mindful drinking is no longer a niche—it’s becoming a global movement, and our 0.0% portfolio is proud to be part of it. From Seedlip being a founding member of the revolution as the first distilled non-alcoholic spirit, to the likes of Captain Morgan 0.0% setting a new standard as the world’s first non-alcoholic spiced rum. People want their social moments to mean more, incorporating values such as inclusivity, wellness, and sustainability. That’s where our 0.0% portfolio shines: >>Seedlip creates elevated drinks that ensure no one is left out, turning every moment into an inclusive celebration; and has been just ranked world’s #1 non-alc spirit by Drinks International >>Tanqueray 0.0%’s partnership with Atlético Madrid, in Spain, shows that mindful drinking belongs in every arena, from cocktail bars to football stadiums. The rise of mindful drinking is about creating spaces where everyone feels welcome at any point in the year. That’s the future we’re building, one glass at a time. #MindfulDrinking #BoldFlavours #InnovationInSpirits #MindfulDrinkingMovement #LeadingTheWay

???????? ???????? ?????????????? ???? ???????? ?????????????? In a recent webinar, Mirella Amato explained how experienced wine tasters can shift to becoming proficient beer tasters. What do you think: does cheese pair better with wine or beer? ?? #WSET #beer #wine #tasting #drinks

Cannabis Beverage Certified? Yep… for you ?? For those who are new {or maybe not so new} to THC Beverages, I'm pretty pumped to tell you the individual sign up is now again live for the Cannabis Beverage Certification Course! This course is not just a “nice to have” for people curious about cannabis beverages but a ‘must have’ for the wave that is coming {spoiler alert: it’s already here}. THC drinks are becoming mainstream across the US and TBH it’s no longer people an option for people to choose if they want to be onboard. Our program helps equip people with all the education they need to safely and successfully offer any THC-infused beverage to their customers. Head here to learn more: https://lnkd.in/gUFD3SGd Brought to you by The AFicioNAdo? Certification Program ??

Just completed an incredible cannabis beverage certification program, and wow – I learned so much! Thank you Leigh Gall from Happi for recommending it! Even with 6+ years in the industry, I discovered fascinating insights about the history of #cannabis dating back to 8,000 BC. Highly recommend it to anyone looking to deepen their understanding of cannabis beverages!?

Beefeater 0.0% now on TV ! ?? ???? Congrats to Christian Seel Manuel Quiroga and the PR Spain team for this collaboration with Laura Rojas Toni Ingram Murielle Dessenis and The Absolut Group to bring to life our latest #nonalcoholic innovation at Pernod Ricard. 0.0% Alcohol. 100% Fun.

Mid-October check-in: How’s your Sober October going? As many reflect on their drinking habits this month, “middle lane drinkers” (thanks to Andy Ramage of Dryy) are leading the charge in the shift toward alcohol-free options. These are the 2 billion people who drink casually—2-3 nights a week and also on weekends—and they’re driving 60% of the AFNA (alcohol-free/non-alcoholic) category. For all of us, substitution is key. Some people substitute one night a week, for instance. I choose to abstain and substitute 100 percent of the time. Whether it’s after a workout, with a meal, or just being social, Go Brewing has become my go-to. Felt inspired to crack open a New School Sour, rested on blueberries and strawberries, to kickstart my Wednesday! Our beers step in for those seeking to elevate the experience—without the alcohol, for a better tomorrow. Cheers! #SoberOctober #AlcoholFree #Substitution #knowandgrow #NonAlcoholicBeer AFicioNAdo? Certification Program Spencer Ploessl Ashley Worden Kurt Kaufmann Leigh Gall Seed Talent Go Brewing Joe Chura Matthew Steinke Will Parker Colleen Schaible Jeffrey J Coester, ME