A Very Energized Cross-Over Product

In this era of cross-beverage convergence, anything is possible, even a beer-flavored energy drink. Nutrabolt SVP of marketing Emily Hoyle joined the Brewbound Podcast to discuss, All Hopped Up, the limited-edition offering from energy brand C4. Hoyle, a Pabst Brewing alumna, explained C4's strategy behind the citrusy, beer-flavored, non-alc beverage, which the company designed to be "really accessible to a lot of different people." Before the interview, the Brewbound team discusses Stone Brewing founders Greg Koch and Steve Wagner's plans for their former brewery's former flagship location in Escondido, California; hard sports drinks' potential 2027 ceiling, according to Circana; and final takeaways from the National Beer Wholesalers Association's Annual Convention.