Mark Overbay

🍺 On NPR yesterday, “After almost 20 years of explosive growth in the craft beer industry, more U.S. breweries closed than opened…the biggest challenge for breweries right now is standing out.” - Bart Watson , incoming CEO of the Brewers Association . “Demand for craft beer really stemmed for three things - for flavor, for variety and for a set of values around local, independent and just the companies themselves.” He goes on to note that they’ve succeeded in variety and flavor, which leaves the companies—branding—to make the difference. At Creature Theory we’ve been pessimistic about #craftbeer growth for nearly 10 years, and as strange as this sounds, that’s why so many of our craft beer clients have achieved so much success. We take nothing for granted. Saying “local” isn’t enough any more. Saying “quality” or “independent” is just white noise. Purchase behavior is emotional—and often irrational. By applying audience profiles, core operating principles, competitive audits and a bit of poetic license in sweeping brand storytelling, Creature Theory devises a three-dimensional, strategic exploration of your brand. And that’s all before we get to award-winning #logos #packagedesign #websites etc. Link to Article: https://lnkd.in/eiTK2zet Link to Creature Theory for more beer branding: https://lnkd.in/gSKJyXms Some of my most well known craft brewery experience includes working with Stone Brewing Funky Buddha Brewery Odell Brewing Company Cigar City Brewing Carolina Brewery Garage Beer Humm Kombucha 49th State Brewing Precarious Beer Engkanto Brewery Green Flash Brewing Co. Blue Mountain Brewery, Inc. Mother Earth Brewing ——— #craft #brewery #beer #craftbrewery #beerbranding #branding North Carolina Brewers Guild #labeldesign #beerlogo #candesign

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Community Call: Whole Foods Market - Updates for Local and Emerging Brands Kristin Sherman, Principal Local Forager at Whole Foods Market, and Casey Gaston, Executive Leader of Local and Emerging Brands, join Community Call to share essential updates and strategies for local and emerging brands who want to get their products on shelf including: *Changes to how the local and emerging team operates *Current differentiation and innovation the team is looking for *Inside tips for submissions and pitching *Distribution recommendations *Pricing strategies *Special diets and macro trends of note

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The creativity and proliferation of craft breweries has permanently expanded America’s beer fridge, from bland, mass-market light lagers to bold I.P.A.s and barrel-aged stouts. Today, the majority of Americans live within 10 miles of a brewery, according to the Brewers Association trade group, with the number of producers ballooning from just 89, in 1978, to 9,906, in 2023. As a result, the craft brewing industry employs around 460,000 people nationwide. “What better story of the American dream is there than all these breweries?” said Josh Deth, who founded Revolution Brewing in Chicago in 2010. But after an extended period of breakneck growth, the number of breweries declined this year, with 335 craft breweries opening and 399 closing, according to the Brewers Association. For my latest article in The New York Times, I look at the variety of factors driving closures, how breweries are adapting for survival, and how these closures are providing a lower-cost opportunity for the next generation of brewery owners. How are you seeing the market evolve in your city or region?

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In this piece from The New York Times, food industry exec Justin Shimek states there is an honest desire within the industry to support people in their weight-loss journeys. Certainly at this year's Institute of Food Technologists (IFT) expo, the focus on reformulation and ingredients such as protein and fiber to address the needs of consumers taking GLP-1 drugs was front and center. What does the future hold at the intersection of health and convenience, or when fresh food becomes what you crave? #productdevelopment #weightloss https://lnkd.in/e8bnJHbQ

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Nearly nine out of 10 consumers #snack daily to fuel their busy schedules, carve out a mindful moment of 'me time,' and connect with family and friends -- but according to Mondelēz International's recently released 5th State of Snacking report, what they are reaching for is changing. I sat down with Richie Gray at #expowest to explore how #snacking is evolving, including three emerging trends that are shaping the occasion and marketplace. Watch the video interview and read more here: https://lnkd.in/eMnbuNTQ

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Statista provides a great "wake up" for foodies in the US, where "local" often appears to be all the rage.....except that it matters more in most other countries! In the U.S. we can get a little myopic about consumer trends and interests, an understandable consequence of living and working in the world's most studied consumer marketplace...which means the most news stories about new studies and findings, and rarely compare the US to other markets https://lnkd.in/gPbf--8Q

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Here are some interesting takeaways from Chipotle's strong Q1: * Consumers didn’t know barbacoa was braised beef, so the company changed the name to ‘braised beef barbacoa,’ which drove traffic and check. * In-store was the company’s fastest growing channel and even took some business from the mobile order-ahead crowd. * Chicken Al Pastor's return in March has been popular enough to cause worry about supply; in a note, Kalinowski Equity Research wrote: “we believe Chicken Al Pastor has sold so well in April that Chipotle has asked its employees to refrain from eating chicken at its restaurants until further notice.” * In California, Chipotle took a 6-7% pricing increase to cover the minimum wage increase. It has seen no pushback so far. * Despite momentum, Chipotle is not looking for a second concept right now: “I want to be as opportunistic as possible on brand Chipotle and then if the external environment were to change, maybe we would consider it, but it’s not part of our growth strategy right now.” * Chipotle’s traffic gains are coming from every income cohort. “It’s broad-based.”

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Most of you are aware that I host The Food Institute Podcast, but did you know I also host The Food Export Podcast, published by Food Export-Midwest & Food Export-Northeast? Listen into the first episode of season 2 where I speak with Brendan Wilson about emerging markets and new opportunities on the global stage by clicking below! And thanks as always to Food Export for their excellent partnership!

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What food trends are on the horizon for 2025? While still a few months out, people have started laying out their predictions and, I've got to say, we're looking at a packed year. Here's just a few of the insights gathered from the Summer Fancy Food Show: ✅️Swicy foods are going to be everywhere… and I do mean everywhere! ✅️Freeze dried foods have become a popular staple and the apocalypse mentality behind it hasn't quite died out! ✅️Fancy groceries are going to continue to be a decent replacement for the experience of eating out! #FoodAndDrinks #Trends #Snacks #FutureOfFood

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The sober curious movement has gone mainstream. I take a look at the explosion of zero-proof spirits, mocktails, non-alcoholic beer and wine, along with booze-free bars and subscription services. It's never been easier -- and tastier -- to be soberish. And I loved learning about groups like the Sober Girl Society that are providing support for people on a sober curious or sober journey. Read more (plus mocktail recipes) in my latest article for U.S. News & World Report. https://lnkd.in/gTN6H6g7

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I wrote a quick guide to getting into NA craft beer recently, including breweries to check out and individual beers I recommend. Early on though, I shared general things to keep in mind if you're new to the NA space: - Don’t expect even good NA examples of a style to taste just like the “real” thing. They aren’t. They’re brewed with different processes and often different ingredients. As with any change in brewing variables, those differences are reflected in the finished beer. It’s not fair to compare these to their alcoholic versions. They can be good, but they won’t taste the same, and that’s okay. - Styles that, in their standard version, have high ABVs are going to be difficult or impossible to approximate in an NA version. Alcohol does more than get you drunk—it has an impact on flavor, aroma, and mouthfeel, and interacts with and alters the characteristics of other ingredients as well. In strong beers, these affects are amplified, and it’s pretty much impossible (for now) to replicate those dynamics in an NA beer. - Styles that, in their standard version, depend upon specific fermentation flavors are difficult to replicate in NA form. Fermentation processes in NA beer production are different than they are in standard beer, and even if a standard fermentation is completed and then alcohol is removed, this will still impact fermentation flavors. Generally, styles that derive most or all of their flavor from malt and hops will be easy to transfer to an NA version than styles that have expressive fermentation flavors. The exception is with sour beer, which we’ll get to. - Styles that, in their standard version, are light and dry bodied will generally do well as NAs. The needs of NA beer production generally dictate low starting and finishing gravities and correspondingly minimal fermentable sugar content. Styles that are light and dry to begin with have less of a gap to bridge when brewed as NAs. - Styles with additional flavor ingredients tend to do well as NAs. Those extra ingredients, such as fruit, cacao, or a spice like coriander, can help cover over what’s missing. That said, sharper spices can quickly become harsh in the light-bodied NA format, so there are exceptions. What other general things have you found to be true in this space? You can read the entire guide here: (keep in mind the recommendations are exclusively my own opinions) https://lnkd.in/eaCC7XTu

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The headlines love to paint a bleak picture of the spirits industry—pandemic fallout, looming tariffs, and fickle consumers dominating the narrative. But from my perspective, the reality tells a much different story. Blaming the pandemic for market challenges feels outdated. The disruptions of 2020 reshuffled the deck, sure, but the industry didn’t just adapt—it evolved. By 2024, craft producers are thriving through e-commerce and direct sales, while the surge in premium spirits shows that consumers are increasingly choosing quality over quantity. Inflation and economic uncertainty have added their share of hurdles, but craft producers have proven remarkably agile. By focusing on what they do best—creating exceptional products and pushing boundaries—they’ve managed to stay competitive in an evolving market. The constant talk about tariffs often misses the bigger picture. Trade policies matter, but they’re just one factor in a much larger equation. American whiskey continues to captivate global audiences, and craft producers with authentic stories and distinctive spirits are finding success regardless of trade challenges. The real magic in this industry lies in its drive to innovate. Craft distillers aren’t simply making spirits; they’re creating experiences. Experimentation with heritage grains, pioneering new aging techniques, and a commitment to sustainability are setting the standard for what’s possible. Ties to local agriculture and efforts to reduce environmental impact are reshaping expectations for the future of spirits. Challenges have always been part of this industry, but they’ve never defined its potential. The ability to honor tradition while embracing innovation ensures that the path forward is filled with opportunity.

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We’re proud to announce our latest #NewSpringMezzanine investment in The Virginia Food Group (VFG), a leading collection of premium peanut and snack mix brands, including Virginia Diner, FERIDIES, and Red Rocker Candy. With demand for healthier snack options on the rise, this partnership will enable VFG to expand its market presence across the U.S. and Canada while continuing to deliver high-quality, gourmet products to its customers. Read more: https://bit.ly/49pgzO7

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BakingBusiness.com's Michelle Smith captured an insightful talk at the 2024 IFT First expo about the challenges in getting through to consumers disgusted with high food prices and slow to adapt to today's elevated pricing levels. My two cents to this discussion: Many consumers have been hit hard by the sudden surge in prices (in food and elsewhere) because they've yet to experience such a phenomenon -- or older consumers may forget what that's like. For the most part, until the post-pandemic period, inflation levels have stayed relatively low going back to the early 1990s. As a child of the '70s, I certainly recall the pressure my parents felt from the rising cost of living amid the inflation spikes during the 1970s and into the early 1980s. This scenario is something new to younger generations of consumers. https://lnkd.in/embWxFtp Milling & Baking News Food Business News Baking & Snack

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I'm working on an article on food trends for 2025 so I talked to some of our buyers here at Ingles Markets, Inc. ...here are some phrases/words that came up frequently: -protein -truffle -variety -keto -chicken -organic -gluten-free 🤔❓️ What food trends do YOU expect to see in 2025?

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