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.