Good morning and Happy Friday, January 9, 2026.

Dear Friends,

I saw DISCUS president/CEO Chris Swonger while waiting for security screening at Health & Human Services headquarters morning. We were both there for a celebration of the tossing aside of the former Dietary Guidelines for Americans (DAG), which HHS Secretary Robert F. Kennedy blamed for the surge in chronic health conditions – heart disease, diabetes, and the like – in the last 60 years.

It really was a rally: See the above photo showing a portion of the Great Hall at HHS headquarters about 25 minutes before the event started. There was a lot of applause and whooping and cheering.

The bev/al industry, of course, appreciates the gentler tone of the recommendation on alcohol. It does away with the "two drinks for men, one drink for women" guideline of the former DAG with a simple, "Drink less for health" message. And it is straight forward about who shouldn't drink – people who suffer from alcohol disease, people on medicines that say not to drink, pregnant women etc. These are all points the industry has preached for years.

But I think "drink less" is a trap for the industry. Let there be an increase in deaths from drunk driving and you'll hear the anti-alcohol activists screeching for a return to the two drinks for men, one drink for women standard – or worse, dropping the BAC limit to 0.04% and boosting alcohol taxes.

The problem is, "drink less" doesn't have any meaning. How much is less? How much is safe? How much is responsible?

It's now up to the industry to promote it's own standard, and for that purpose, I propose one proven to work: 0-0-1-3. Developed by an Air Force colonel who commanded Minot Air Force Base, N.D., it stands for no drunk driving, no underage driving, one drink an hour (because that's what the body can process), and no more than three drinks on any one occasion (because for most people, that will prevent you exceeding the 0.08% BAC threshold.

It's a standard that's as simple, understandable and as memorable, as "This is your brain. This is your brain on drugs." It can fit on bumper stickers, bill boards, trucks, etc. Supported with tv and online advertising, it can become memorable.

Now, on to the news . . .

Cider, Mead Producer Sues TTB Over Ban on Vintage Years on Labels

Garden Path Fermentation, a beer, cider, mead, and fruit wine producer based in the Skagit Valley, Washington, joined by a consumer plaintiff, said it sued Alcohol & Tobacco Tax & Trade Bureau challenging a federal rule that prohibits producers of cider, mead, and fruit wine from listing “vintage” years on

Joth Ricci, Family Buy Winderlea Vineyard & Winery

Joth Ricci and his family have purchased Wonderlea Vineyard & Winery in Dundee, Ore., from founders John Sweat and Donna Morris. Terms weren't disclosed.

Large-Scale Fla. Wine Industry Possible After Research Breakthrough

Researchers have grown and harvested wine grapes that are resistant to the main bacterial disease that has long prevented Florida from establishing a large-scale wine industry.

KLG PR Repping ALB Vodka

ALB stands for Albany, the airline code for Albany, N.Y., where the vodka's producer, Albany Distilling Co., the city's first distillery since Prohibition, is based. 

Miller Lite's New Campaign: Socialize in Person (and Drink Miller Lite)

Miller Lite's new campaign, “Legendary Moments Start with a Lite,” debuts Saturday, Jan. 10 during NFL playoff football. 

A-B Expands Sponsorship of MSG Venues

Anheuser-Busch expanded its sponsorship of MSG Entertainment properties, including at Madison Square Garden and Sphere in Las Vegas; as well as with the New York Knicks and New York Rangers, the Concert Series at Madison Square Garden, College Hoops at The Garden, and MSG Networks. 

Carbonation Lifts Likeability, Purchase Intent for Muscadine. Will Canning?

The value-added process of carbonation led to a significant increase in likability, purchase intent, and ranking for the carbonated wine samples over uncarbonated samples of muscadine wine.

Share a Splash Names Erle Martin CEO

Share a Splash Wine Co. hired Erle Martin as chief executive officer. He previously led both the Coppola and Crimson Wine Group organizations.

Thanks for reading. I'll be back tomorrow with Your Beverage Reader. – Joel

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