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The RTD Market Is Maturing. Here Is What the Data Says About Where Growth Is Heading.

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.

Jason Kane

Sep 4, 20236 min read

Hard Seltzer's Shakeout Is Producing the Next Generation of Smarter RTD Brands. Here Is What the Data Shows.

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.

Jason Kane

Jun 5, 20235 min read

How Beer Navigated Pricing Pressure and What Other Beverage Categories Can Learn From It

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.

Jason Kane

Feb 6, 20234 min read

Hard MTN Dew Sold Out in Three States. Here Is What That Launch Teaches Every Beverage Founder.

Hard MTN Dew sold out in three states within days of launch. Here is what that moment revealed about crossover brands, FMB strategy, and how to build launch demand.

Jason Kane

May 9, 20224 min read

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