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.

When Tilray's alcohol revenue surpassed its cannabis revenue for the first time, it was not a footnote. It was a signal about where the cannabis industry is heading and what the convergence of cannabis and beverage alcohol actually looks like in practice.

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.