The New Rules - A Bev/Alc Newsletter

The New Rules - A Bev/Alc Newsletter

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Happy Hour: What next for Brewdog?
THC drinks, fizzy red wine and sake are on the up. Meanwhile the future of the ‘original’ indie craft beer brand looks rocky.
Why Velocity is the New Valuation
A conversation with Angel Investor Emile Ward. (Founders: this one's for you)
 • Margaret Kerr-Jarrett
IESSI has what so many non-alc brands lack: complexity
This is a brand with true depth of flavor and a commitment to design that very few others can match.
Alcohol as cultural technology: the 13,000-year case
My interview with author, professor, and philosopher Edward Slingerland on the evolution of trust and the magic of the short-circuited brain.
 • Margaret Kerr-Jarrett
NEWBIES: JIN JIN – building out the next non-alc category
Put down your alcohol-free beer, your adaptogen soda, and your de-alcoholised wine: enzymatic cordial JIN JIN is bringing the delights of fermentation…
 • Emma Louise Tucker
Join the founders and strategists moving the needle in beverage and alcohol.

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The non-alc buzz can’t last forever
Huge potential for growth, masses of investment, buckets of enthusiasm… the non-alc sector is booming. We asked Dry Atlas co-founder Victoria Watter how…
 • Emma Louise Tucker
Happy Hour: do brands still love Dry Jan?
Is it just us, or has some of the enthusiasm waned? And what's going on in the marketing teams of heritage bev/alc brands?
🚨Open for controversial wine commentary 🚨(aka, how Gratsi is building a new kind of premium) -- -- report excerpt
Gratsi is everything a modern consumer wants from a wine brand: simple, easy, enjoyable.
 • Margaret Kerr-Jarrett
How to build a brand: Madre Mezcal – natural, authentic community -- report excerpt
Madre Mezcal was born from founders steeped in art, fashion, music, interior design, and storytelling, and that background has shaped the business from…
 • Margaret Kerr-Jarrett
REPORT: The New Rules of Brand Building in Beverage & Alcohol - 2026
Interviews and insights - with the most innovative names in beverage today.
 • Margaret Kerr-Jarrett
!THE NEW RULES REPORT IS COMING WEDNESDAY JAN. 14th!
Subscribe to make sure you receive it.
 • Margaret Kerr-Jarrett
NEWBIES: SAG – a 'forbidden' spirit finding a new home in NYC
Founded by artists, and beloved by New York's creative cocktail bars, SAG is bringing a centuries-old Iranian recipe into the light. And the dog logo is…
 • Emma Louise Tucker
Why Non-alc is an Infrastructure Play
The Zero Proof Founder Sean Goldsmith believes the NA category's success hinges on normalizing distribution and on-premise experience
 • Margaret Kerr-Jarrett
The only rules you need to care about
Bev/alc brand-building rules to use, lose and break into a million pieces.
The New Rules 2025 drinks guide
Drinks to fill your fridge and cocktail cabinet.
NEWBIES: Spearhead Spirits – why aren't we all drinking African gin?
Western drinkers are missing out on an entire continent of flavors. Spearhead Spirits are building a portfolio of brands to fix that.
 • Emma Louise Tucker
Happy Hour: non-alc brands raised a lot of money this month
Recess, Aplós and Trip all had plenty to celebrate. Meanwhile, the world of THC found itself in turmoil and one brave man plans to open a 150-year-old…
© 2026 Margaret Kerr-Jarrett · Privacy ∙ Terms ∙ Collection notice
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