Tito's Finally Has A Sibling - Issue #9

PLUS: Hot jobs, FIFCO USA overview, meet Wild AF NA Beer

Author

Matt Rice
September 29, 2025

Welcome to Issue #9 of The Quench Report, the Beverage Alcohol newsletter that delivers the latest and greatest in Beverage Alcohol shaken and stirred straight to your inbox.

What’s on tap for today:

  • 🥃 Tito’s Acquires LALO Tequila

  • 🍺 Portfolio Review: FIFCO USA

  • 🆕 New Brand Spotlight: Wild AF Non-Alc Beer

  • ♨️ This week’s hot jobs in Beverages

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WHAT’S ON TAP THIS WEEK

📊 Sept 30
• Nielsen data through Sept 20
• Circana data through Sept 21

📈 Sept 30
• Sept Consumer Confidence Update

📈 Oct 2
• Initial Jobless Claims
• Unemployment Report / Rate

🥃 TITO’S ACQUIRES LALO TEQUILA

Last week, Tito’s announced an agreement to acquire a majority stake in fellow Austin brand LALO Tequila. This is Tito’s first-ever acquisition.

Where does LALO fit among the top Tequilas in the U.S.? Check this out 👇️ 

🧠 Few thoughts on the deal:

  • Signals long-term independence: Some speculated that Tito’s would be acquired. Instead, they’re becoming buyers, hinting at a longer independent trajectory.

  • A new strategic player enters the M&A game, opening new doors for emerging spirits brands. Tito’s could become a viable exit path.
     

  • Big test for “beer” distributors: With Tito’s and LALO moving from RNDC to Reyes in CA, can Reyes effectively sell $40+ tequila? If yes, expect continued ripple effects across the industry.

  • Unusual deal structure: Acquiring a majority stake (vs. using an earn-out) adds complexity. We are curious to see the strategic rationale behind this - perhaps it will become clear eventually.

🍺 PORTFOLIO OVERVIEW - FIFCO USA

Last week, the global beer world heard big news: Heineken acquired FIFCO’s beverage and retail business across Central America. According to Heineken’s press release, “The transaction will strengthen HEINEKEN’s position across attractive Central American growth markets which have large and expanding profit pools.”

But here's the part we are most interested in: FIFCO USA wasn’t included, and the company is now “exploring strategic alternatives” for that unit.

So what does FIFCO USA sell 👇️ 

It’s an interesting portfolio mix of:

  • FMBs

  • Flavored Beer

  • Craft

  • Imports

Despite flying a bit under the radar, FIFCO USA is a Top 10 U.S. beer supplier, holding about 1% market share, bigger than many realize. We will be watching closely to see what happens…

🆕 BRAND INTRODUCTION - WILD AF BEER

In a launch that would make even Alan smile, Charlie Sheen has recently launched his new project, Wild AF, a non-alcoholic beer built for fans who want to live life like Charlie: at the edge of their seat, leaning forward and with no regrets.

Check it out 👇

At launch, there is only a single SKU, “Cold Gold” (68 calories, hint of citrus and toasted malt). The brand is launched in partnership with Harpoon Brewery and The Silent Group.

🛒 DTC-first launch strategy (online-only for now), with plans to expand into retail in 2026. This mirrors the launch strategy in energy drinks more than beer, a bold bet in a growing category.

There is no question that NA Beer is a legit category and is one of the only growth segments in Beer, growing in strong double digits in tracked channels. There is still a tremendous opportunity for strong concepts that taste great.

THIS WEEK’S HOT JOBS IN BEVERAGES

These roles came to us via trusted contacts (not public job boards). Want your open role featured? Email: [email protected] 👇️ 

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