The Finnish Long Drink tripled in size since 2022 while the broader RTD category hit a wall. Today Mark Anthony Brands acquired it for $325 million. The story of how Evan Burns and his co-founders built a brand worth buying in the hardest environment the category has ever faced is one every RTD founder should read carefully.

Modelo dethroned Bud Light. Cognac crashed. Indian single malt won best in show. The RTD category rotated. Here is what 2023 actually taught the beverage industry and what it means for 2024.

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.

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.

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.