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The data coming out of beverage and CPG in 2024 is not telling a recovery story. It is telling a realignment story. Here is what the numbers actually show and what every brand builder needs to understand.

The US energy drink market hit $21 billion in 2024. Red Bull and Monster still dominate, but Celsius, C4, Ghost, and Alani Nu have rewritten the consumer map. Here is what changed, who is winning, and why every beverage founder should be paying attention.

The American Single Malt Commission submitted its formal definition to the TTB in 2022. Nearly two years later there is still no ruling. Meanwhile Westland, Stranahan's, and St. George keep building a category that does not need permission to exist.

George Clooney didn't set out to build a billion-dollar brand. He set out to make a tequila he and his friends actually wanted to drink. That distinction is exactly why Diageo paid $1 billion for it.

Athletic Brewing would hold three of the top 30 craft beer spots in grocery if Circana's data included it. Non-alcoholic beer is now the fastest-growing segment in the channel. Here is what that shift actually means for the industry.

Wholesale beverage alcohol inventory is running more than 20 percent above historical averages. Most brands treat that as a problem. Here is why the smart ones see it differently.

Sidney Frank was 78 years old when he decided to build the world's most expensive vodka. He had no liquid, no bottle, and no distillery. Eight years later he sold it for $2.2 billion. This is that story.

The Diddy-Diageo lawsuit is working its way through New York courts heading into 2024. The conversation it opened about how the spirits industry structures celebrity brand partnerships is bigger than the case itself.

Modelo dethroned Bud Light. Cognac crashed. Indian single malt won best in show. The RTD category rotated. Here is what 2023 actually taught the beverage industry and what it means for 2024.

Cognac just had one of its worst quarters in recent memory. The data underneath that number tells a story about premium beverage demand that every founder building in the space needs to understand.

Indri just won best in show at the Whiskies of the World Awards, beating every Scotch, bourbon, and international competitor. The story behind that result is bigger than a trophy.

The RTD category went from under 3% to nearly 12% of US beverage alcohol in ten years. The model that drove that growth is breaking down. Here is what replaces it and where the real opportunity lives.

Modelo Especial is now the best-selling beer in America. It did not get there by outspending anyone. The strategy behind the rise tells every challenger brand founder exactly what durable market share actually requires.

Agave spirits are about to overtake vodka as the US spirits leader by value. The flavored and flavored-adjacent category is reshaping every shelf in the country. Here is how to read it and where to build.

Malt-based hard seltzer has lost nearly half its category share since 2021. What is replacing it is more durable, more margin-rich, and more interesting for founders paying attention.

LVMH has built the most durable brand portfolio in the history of consumer goods. The way they think about brands is something every beverage founder needs to understand before they build anything.

He found an obscure Thai tonic, got told it would never work in the West, and built a $20 billion empire that invented an entire category. The Dietrich Mateschitz story is required reading for any founder.

Premium wine demand is softening and younger consumers are disengaging from the category. Here is what the data shows and what it means for every beverage brand watching the same consumer.

Beer held price while losing volume in 2023. Here is what the data shows about how the category managed through it and what every beverage brand founder should take from it.

Dry January participation keeps growing but the alcohol sales data tells a different story than the headlines suggest. Here is what it actually means for your brand.