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 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.

The American Single Malt Commission submitted its formal definition to the TTB in 2022. Nearly two years later there is still no ruling. Meanwhile Westland, Stranahan's, and St. George keep building a category that does not need permission to exist.

Wholesale beverage alcohol inventory is running more than 20 percent above historical averages. Most brands treat that as a problem. Here is why the smart ones see it differently.

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.