2025 was the year the beverage and CPG industry stopped being able to blame external disruption for structural problems. The data was clear, the consumer had changed, and the brands that acted on that clarity built something durable. Here is what the year produced.

In 2014 Fairlife had $10 million in retail sales. By 2024 it had nearly $4 billion. Coca-Cola acquired it and then did something most large companies cannot do with a small brand: they left it alone long enough to find out what it actually was.

Tens of millions of Americans are on or cycling through GLP-1 medications. The consumer coming out the other side thinks differently about food and drink than the one who went in. Here is what that means for every brand in the market.