Every few years the industry calls something a trend and waits for it to peak. Health and wellness in CPG is not peaking. The data from 2024 makes clear it is reorganizing the entire consumer goods landscape from the ground up.

2024 did not deliver the recovery the beverage industry was waiting for. It delivered something more useful: clarity. Here is what the year's biggest stories actually mean for every brand building into 2025.

The industry spent years building wellness-driven strategies to win back younger drinkers. The problem is that wellness was never the real reason they left. The real reason is economic and the strategic response is completely different.

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.

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.

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.

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.

Premiumization held through 2022 but the consumer spending data told a more complicated story. Here is what it means for brands building at every price point right now.

Non-alcoholic Beverage brands are growing fast and taking real shelf space. Here is what every alcohol brand founder needs to understand about what is driving it.