IN THIS ISSUE

Volume 139, No. 1 • Spring 2026

HOW TO ATTRACT GEN Z TO ALCOHOL

What Does this Generation Drink? By Kyle Swartz

SOCIALIZE MODERNIZES THE INDUSTRY

Alcohol Retail Innovation in Maryland By Kyle Swartz

ON THE COVER!

CATEGORY TRENDS

10 Beverage Trends for 2026 By Melissa Dowling

THC BEVERAGES: BELOVED BY CONSUMERS BUT DESPISED BY LAWMAKERS?

By Krystina Skibo

4 Editor’ s Note

6 On The Web

8 Data Driven

Craft Beer Gets a Boost By Melissa Dowling

10 Legal Column

Hemp-Derived Drinks Here To Stay? By Steve Schain

11 Vinsights

Ripeness Matters More Than Grape Variety By Marnie Old

27 Wine Reviews Old World Wines

29 On The Shelf

Beverage Dynamics( USPS-505-810)( ISSN-1523-0392) is published four times per year Spring, Summer, Fall and Winter by Beverage Information Group, a division of EPG Brand Acceleration, 7760 France Ave S, Suite 810, Bloomington, MN 55435. Periodicals postage paid at Minneapolis, MN and additional mailing offices. Postmaster: Send address changes to Beverage Dynamics, P. O. Box 96 Port Jervis, NY 12771-0096. Subscriptions: Single copies $ 12 U. S. Subscription rates: 1 year, $ 47 U. S. All subscriptions payable in U. S. dollars. Payment must accompany order. Call the Beverage Dynamics customer service number at 763-383-4492 or email customerservice @ epgacceleration. com. Editorial: © Copyright 2026 by EPG Brand Acceleration, 7760 France Ave S, Suite 810, Bloomington, MN 55435. Reproduction without the express written consent of the publisher is prohibited. Not responsible for return of unsolicited materials. EPG Brand Acceleration publishes Beverage Dynamics, Cheers, StateWays, Wine & Spirits Industry Marketing, Liquor Handbook, Wine Handbook, Beer Handbook, Industry Overview, and Licensed Beverage Fact Book.

www. beveragedynamics. com Spring 2026 • Beverage Dynamics 3