The Weekly Sip: Alaska Airlines enters beer | Celsius refreshes C-suite

Alaska Airlines taps into beer 30,000 feet up

Alaska Airlines is getting into beer with its first-ever custom craft brew called the ‘Cloud Cruiser’.

The new IPA is brewed exclusively for Seattle-based airline by Fremont Brewing. It will be offered complimentary in first and premium class, available for purchase in the main cabin and served in select lounges.

Fremont Brewing worked closely with Alaska to produce a variety of blends to taste test 30,000 feet in the air before both companies chose the bright orange, melon and tropical notes of the brewery’s India pale ale.

The red, yellow and blue can shows an Alaska Airlines 737-8 MAX soaring among the clouds above a retro-inspired backdrop of snow-capped mountains, trees and water synonymous with Washington state. 

— Christopher Doering

Celsius refreshes leadership team

Energy drink giant Celsius Holdings, known for its better-for-you offerings, is making some C-suite changes. The promotions come after the company saw $1.3 billion in revenue in 2023 — doubling its 2022 revenue of $654 million — and reached 11.5% of the energy drink market, Celsius said in its most recent earnings report. The energy drink maker is looking to scale up its operations as it capitalizes on its momentum in the buzzy category.

• Toby David will serve as chief of staff, overseeing the company’s daily operations, strategy, communications and investor relations. David has worked at Celsius since 2013 in a number of roles — most recently executive vice president — and previously spent two years as a pitcher for the Miami Marlins and hosted a sports radio show.
• Tony Guilfoyle will serve as chief commercial officer, handling the company’s global sales and commercial strategy. Guilfoyle previously served as the company’s executive vice president for North America.
• Paul Storey was named as the company’s chief supply chain officer, set to oversee the energy drink maker’s global operational strategies and production plans. Before this role, Storey was the company’s senior vice president of operations.
• Kyle Watson was promoted to chief marketing officer, handling the company’s brand strategy and tasked with boosting awareness and market share in North America and several global markets. Prior to this, Watson served as the company’s executive vice president of marketing.

In 2022, the energy drink maker got a major boost from beverage giant PepsiCo after it invested $550 million for an 8.5% stake in Celsius.

— Chris Casey

Spring Breakers get a lighter Angry Orchard

As Spring Break season arrives, Angry Orchard is giving party-goers a better-for-you alternative to its classic hard cider as they travel to their destinations.

Angry Orchard Crisp Light, its latest launch, is a new addition to its Crisp Apple cider lineup. It contains 6 grams of sugar, 120 calories and 4.3% alcohol-by-volume per 12 oz. serving. A standard Angry Orchard cider contains 20 grams of sugar and 200 calories, by comparison.

To accompany the new launch, the company is giving consumers a chance to win a fully stocked fridge full of its new product at their intended destination. The sweepstakes is taking place on social media, where people can use a hashtag along with their intended location through April 4. Angry Orchard said in the press release that in a recent survey, it found 40 million Americans pack alcohol in their bags for spring break.

— Chris Casey