Beer News: Screen Time, Not Heath, Behind Beer Sales Drop / 805 Beer Launches “Summer of Cerveza”

American Craft Beer|June 2nd, 2025|

The beer biz never sleeps at American Craft Beer. And here’s just some of what’s been happening in the beer world while you were enjoying the weekend.

Screen Time, Not Heath, Behind Beer Sales Drop

Atsushi Katsuki, chief executive of Japan’s Asahi Group, told the Financial Times that screen-based entertainment, everything from video games to streaming and social media has had a greater impact on beer sales than warnings about the health risks of drinking.

“Alcohol used to occupy a much bigger share of people’s entertainment and joy,” said Katsuki. “In the past 10 years, the number of entertaining things has grown including gaming, so I believe alcohol’s share of fun, enjoyment and happiness has decreased.”

Asahi is approaching this trend as less of a threat and more of an opportunity. By targeting bloggers, gamers and influencers, groups he believes the industry has overlooked with its premium beer, low- and no-alcohol offerings, and soft drinks aimed at at-home consumption.

Refuting concerns that weight-loss drugs like Ozempic could also be impacting beer sales, Katsuki said Asahi has seen no evidence of this.

Words to Drink By

“24 hours in a day, 24 beers in a case. Coincidence?” – Stephen Wright American stand-up comedian, actor, and writer

(Courtesy Firestone Walker)

805 Beer Launches “Summer of Cerveza”

On May 12^th 805 Beer its “Summer of Cerveza” campaign, a celebration of 805 Cerveza—its lime-infused, beach-inspired lager brewed for laid-back living. Centered on the rallying cry “Real Lime. Real Refreshing,” the campaign kicks off with a high-energy spot capturing the spirit of surfing, skating, fishing, music, Hispanic culture, and the “805 way of life.”

The multi-platform push spans ESPN, Hulu, Meta, World Surf League (WSL) broadcasts, national out-of-home placements, global brand partnerships, and 805 Films storytelling, all anchored by a diverse crew of athletes, artists, and creators who define the “805 way of life.”

As the Official Craft Beer of Surfing through its partnership with the World Surf League, 805 Beer will also anchor the summer scene at the US Open of Surfing and Trestles Pro—bringing fans into the fold with 805 Cold Beer Surf Clubs, live podcasts, film premieres, music, parties, and cultural moments that live well beyond the beach.

“We’re incredibly proud of what 805 has become, and even more excited about where it’s going,” said Nick Firestone, CEO of Firestone Walker Brewing Company. “This beer was born in the heart of California, and it’s always been a reflection of the people and the places that make this state special.”