A softening market does not compress opportunity equally across every brand in a category. It concentrates it. The brands that understand what a contracting environment actually makes possible are the ones that come out of it with more than they had going in.

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.

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.