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The Americas
Brazil | In late 2025, Brazil faced a severe public health emergency, caused by methanol-contaminated alcoholic beverages, that led to several deaths and hundreds of people taken ill. To prevent future counterfeiting of its products, drinks firm Diageo has introduced a seal in Brazil that can be authenticated using consumers’ smartphones.
The Americas
USA | Lawson Whiting, the retiring CEO of drinks group Brown-Forman (Jack Daniel’s), played down the demise of the American whiskey category, stating (2 September) that “interest is very high”, even though demand in developed markets, including Germany, France and the UK, is likely to remain under pressure this year. Renewed trade tensions with Canada pose an additional challenge.
The Americas
USA | Saothair Capital Partners is taking over the brewery, bringing two former North American Breweries executives back with it, media reported on 3 September. What happens next remains to be seen. Established in 1878, Genesee Brewery has been through a lot in Rochester, New York, not least a string of different owners. Add one more to the list.
The Americas
USA | Just 54 percent of around 1200 Americans aged 18+ told Gallup in its recent poll (20 August) that they “have occasion to use alcoholic beverages”. Gallup's trend data also shows that beer’s stated preference among regular drinkers has fallen to 36 percent (a 7-point drop since 2016), narrowing its lead over spirits to just four percentage points. Can this be true? National Beer Wholesalers Association (NBWA) Chief Economist Lester Jones immediately pushed back heavily against these findings, characterizing them as “squishy numbers” and an “almost non-story” due to statistical limitations.
The Americas
USA | US President Trump signed a series of executive orders banning the import of Canadian alcohol, dairy and motorcycles, which will begin on 29 September.
The Americas
USA | What an ignominious end. After selling the Stone brand in April, Sapporo is preparing to cut more than 200 positions as it permanently closes Stone’s longtime Escondido headquarters. The first 58 workers are expected to be laid off in October. The cuts include workers in warehouse, logistics, packaging, and quality assurance roles, along with eleven brewers. More than 200 employees are expected to be affected through the broader layoff plan. Sapporo will keep Stone’s East Coast brewery in Richmond, Virginia, where it will brew its own brands for the US market.
The Americas
USA | More than a third of staff at Diageo’s North America headquarters in New York will be laid off as part of the company’s restructuring, media reported on 1 September. The move will affect 305 workers. The redundancy process will begin on 30 September this year and end on 30 September 2027.
The Americas
Mexico | Even six years after the start of the covid pandemic, the Mexican brewing industry fails to regain the pace of production rises it maintained before 2020, media reported on 5 August. The sector faces an environment marked by lower consumption, inflationary pressures, trade uncertainty and a weaker economy that keeps one of the most relevant manufacturing industries in the country stagnant.
The Americas
USA | Boston Beer Company’s stock is back in focus after the brewer reported second quarter 2026 results, which showed lower sales, revenue and earnings. Net revenue declined 3.3 percent over the same quarter last year to USD 568 million. Net income stood at USD 51 million, down from USD 60 million a year ago.
The Americas
USA | In its financial year 2026 (ended May), the cannabis-to-beverage group Tilray Brands delivered USD 915.5 million in revenue, up 11 percent, and USD 61.1 million in adjusted EBITDA. The firm reported on 28 July that its beverage segment contributed about USD 254 million, thanks to the BrewDog acquisition. Otherwise, full year beverage revenue would have declined over 2025. However, Tilray also reported yet another annual net loss – this time of USD 121.4 million. So the path to self-funded growth is not yet in place.
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BRAUWELT on tour
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BRAUWELT on tour
