Hasta La Creative!

Beer has had a brutal year: Sales of big brands are down, more young adults are drinking wine and spirits, and new competitive threats loom, including the legalization of pot in some states.

Yet there was plenty of optimism in the air as nearly 4,000 distributors and suppliers gathered in Las Vegas last week for the National Beer Wholesalers Association annual meeting. While volumes are down, the industry remains hugely profitable.

Almost everyone agreed beer won’t return to full health until it regains volume, which has been held down by the sluggish trends of bellwethers like Miller Lite and Bud Light.

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