BY JAMIE STAFFORD AND KYLE SWARTZ

Taking place at the Caribe Royale Orlando , the country ’ s only conference for independent alcohol retailers explored the state of the industry as we emerge from the pandemic . How much has Covid-19 altered the business and consumer landscape ? What trends that emerged during this unprecedented health crisis will stick around afterwards ? What trends will drop off ?

Topics included : nonalcoholic beverages ; social media best practices ; up-to-date industry sales data ; single barrel store picks and private labels ; mentoring and female empowerment ; post-pandemic business ; current challenges of the three-tier system ; and the rise of legal cannabis and CBD / THC drinks ;

“ You ’ re missing out on billions of dollars in sales if you ’ re not investing in cannabis beverages ,” warned Few Spirits Founder and cannabis investor Paul Hletko , during a panel on the subject .“ They are coming and none of those dollars are going to independent retailers unless you act now .” Cannabis and CBD have proven to be an increasingly popular market niche , and Hletko urged retailers to capitalize on it , as did his co-panelist , Kerry Jordan , co-founder of the cannabis consulting firm Supercritical .

“ The cannabis industry is booming . The market for cannabis beverages is forecasted to grow exponentially ,” Jordan said . It may prove valuable to give CBD a second glance when deciding on new products .

Another area of growth is the no- or low-alcohol ( NOLO ) category . Also known as zero-proof , this category is a response to the health-conscious movement popularized by millennials and gen z . Marcos Salazar , CEO of the newly formed Adult Non-Alcoholic Beverage Association , and Mike Moreno , owner of Moreno ' s Liquors in Chicago , discussed the rise of zero-proof in a panel about nonalcoholic beverages .

“ The younger population is really pushing this frontier ,” Moreno said . Now , 40 to 50 % of adults choose to abstain from alcohol . “ People are looking for alternatives these days ,” he added . “ They want to go out and be social , but they don ’ t want to drink .”

Zero-proof beverages are not only for those who abstain from alcohol . At the heart of this trend is inclusion : everyone can enjoy a high-quality craft beer or cocktail without the side effects of alcohol . Consumers have also recognized and seek out the rise in quality of these products . “ Once someone tastes a well-crafted nonalcoholic beverage , their mindset shifts ,” Salazar said .

As the industry continues to face changes , many people have only now gained their footing after the last two years of upheaval . “ We ’ re not playing by the rules we used to play by ,” said speaker and small-business owner Tom Shay . The pandemic galvanized sales across all categories , but Shay cautioned against falling into complacency regarding the industry ’ s rapid growth . In other words , increased revenue should not be taken as a sign of increased profit or increased management skills . “ What happens when the pandemic becomes an endemic ?" he said . " Retailers can ’ t take credit for what happened to their stores during this time .”

Retailers can , however , take control of what happens next . Marty Holland , Marques

Growth Brands Awards winners BuzzBallz and Southern Champion .

Growth Brands Awards winner Ole Smoky Moonshine .

Growth Brands Awards winner Diageo , for numerous brands .

www . beveragedynamics . com June 2022 • Beverage Dynamics 21