Iowa Wholesale Beer Distributors Association

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George Washington’s Beer Returns for America’s 250th 🇺🇸

A beer recipe created by George Washington has been revived to mark America’s 250th anniversary. Originally served to colonial troops as an alternative to unsafe drinking water, the revival offers a modern take while highlighting beer’s role in American culture.

A Beer Like the One That George Washington Drank To celebrate the nation’s 250th birthday, the New York Public Library brewed “small beer” from a founding father’s instructions.

Singles Power Growth in C-Stores

Bump Williams Consulting identifies single-serve packages as a key c-store growth driver, with 12 of the top 20 beer growth SKUs in that packaging format. Five categories posted year-over-year dollar sales growth in singles: hard cider +23%, hard seltzer +6.5%, craft +6%, imports +4.5%, and super premium +2.2%.

12 of Top 20 Beer Growth SKUs in Convenience Are Singles, Per Bump Williams Consulting Beer continues to tackle growing challenges in the convenience channel, but bright spots remain, Bump Williams Consulting (BWC) shared in the firm’s latest monthly analysis.

Will the World Cup Kickstart Beer Sales? 🍻⚽️🏆

The World Cup has arrived in North America, bringing high hopes for increased beer sales during the peak selling season.

“Host cities for World Cup events will certainly experience an increase in both on- and off-premises beer sales as consumers enjoy the games,” NBWA Chief Economist Laster Jones told the New York Times.

Large sporting events are consistently a boon for beer, Jones noted, typically delivering a 10-15% lift in sales leading into game day. The industry’s 1.8 billion-gallon question: will casual sports fans outside host cities embrace the festivities – and drink accordingly?

As the U.S. takes the field tonight for its opening match, brewers, distributors and retailers will be watching closely to see if a football nation is ready for futbol fever.

One thing is certain: if every fan base consumes as much as the Scots, beer will be lifting the trophy this summer.

Happy Hour Goes Late Night 🕙

As remote work and changing routines reshape weekday on-premise dynamics, happy hour isn’t going away – it’s shifting later. Retailers are capitalizing on a late-night “second wave” with reverse happy hours (kicking off 8-10 p.m.) aimed at attracting post-event crowds and post-shift hospitality workers eager to keep the night going.

Happy Hour Isn't Dead, But It Could Be Going Late-Night Since Covid-19 took over the world in 2020, workplace culture, and in-office expectations, haven’t been the same. The rise of remote work led many companies to cut back on their real estate holdings, and as the “one central office where all employees work” model became less the norm, other wor...

Brewers Kick it Into High Gear As World Cup Approaches

Beer brands are ramping up major campaigns for the 39-day tournament as they look to capture momentum heading into the summer selling season. Beer consumption in host cities is projected to rise 6%-10%

How alcohol brands are overflowing the World Cup this summer “Everything we’re doing around the World Cup is going above and beyond,” a Michelob Ultra marketing exec said.

NBWA’s Annual Convention Heads to Orlando 😎

Registration is open for NBWA’s 89th Annual Convention & Product Showcase, October 11-14 in Orlando, where 1,800 beer distributors and partners will gather to explore the industry’s bright future.

With 175+ exhibitors and 18 expert-led seminars – plus the return of the BIECC Innovation Showcase and Making Moves – this year’s convention is designed to help attendees position their businesses for long-term success.

Learn More and Register ⬇️

89th Annual Convention & Product Showcase - NBWA: America's Beer and Beverage Distributors Save the date for the 89th Annual Convention and Product Showcase in Orlando on October 11-14, 2026

Soccer Star’s Beer Celebration Goes Viral ⚽️

FC Dallas forward Sam Sarver grabbed headlines when he celebrated a match-winning goal by enjoying a beer tossed from the stands.

www.mlssoccer.com

Beer Institute Celebrates 250 Years of Cheers 🍻

“The same industry that helped fill colonial taverns and support early American farmers and manufacturers is now a major pillar of the economy,” writes Beer Institute CEO President Brian Crawford. Beer plays an essential role in connecting Americans, he notes, from Revolutionary War strategizing in taverns to shared experiences at stadiums, festivals, and restaurants today.

How Beer Brought America Together, And Still Does, 250 Years Later George Washington, Thomas Jefferson, John Hancock, and Sam Adams weren’t always aligned on politics or what their young nation should look like. But they could all agree on one thing: a pint of beer was a great way to connect, share ideas, settle differences, and celebrate.  The...

May Beer Purchasers’ Index Remains in Expansion

As America’s beer distributors prepare for the summer selling season, the combined index readings for BPI (52) and at-risk (39) keep the industry in expansionary territory. The May BPI reading 52 is the third consecutive month at or above 50 and a seven-point increase from May 2025.

May BPI Remains in Expansion - NBWA: America's Beer and Beverage Distributors ALEXANDRIA, Va. – The National Beer Wholesalers Association (NBWA) released the Beer Purchasers’ Index (BPI) for May 2026. As America’s beer distributors prepare for the summer selling season, the combined index readings for […]