EDITOR ' S NOTE

Ever since the news broke about Covid, the alcohol industry has experienced a myriad of dynamic changes, especially when it comes to consumer preferences. From a sudden spike in at-home drinking to a rise in low- and no-alcohol options, each year brings a new set of challenges that everyone in the industry now needs to meet.

And with the current economic downturns, 2025 is proving to be yet another strenuous year for the beverage alcohol industry.

We hear your concerns. Liquor stores struggle to stock the products that consumers want. Distributors are battling supply chain challenges and rising costs across the board. Brands, while also struggling with rising costs, now need to compete for shelf space with thousands of other beverages.

And while this can certainly seem like doom and gloom, this unique era provides both a challenge and an opportunity for beverage alcohol wholesalers. While premiumization continues to drive value growth, especially in high-end spirits and craft products, we ' re seeing a slowdown in volume sales across many categories.

Consumers are also becoming more mindful of their drinking habits, leading to a surge in demand for low- and no-alcohol beverages and Ready-to-Drink( RTD) options.

This evolving landscape is putting pressure on the traditional three-tier system. But instead of cowering away, this is a great opportunity for wholesalers to innovate. We can no longer simply act as a logistical middleman. Instead, we must become strategic partners, offering value-added services like data analytics, market insights and digital marketing support to our retail and supplier partners.

To thrive in 2025 and beyond, wholesalers need to be agile and data driven. Tapping into our unique position with access to both producer and retailer data can help us identify emerging trends and advise our partners on everything from inventory management to targeted promotions.

In our latest issue of Beverage Wholesaler, we offer key tactics for distributors to innovate and overcome the challenges being presented. By embracing these shifts, we can ensure the wholesale tier remains an essential and profitable part of the beverage alcohol ecosystem.

Trade Managing Editor Krystina Skibo Tel: 763-383-4419 email: kskibo @ epgacceleration. com

Editor, Off-Premise Kyle Swartz Tel: 763-383-4447 email: kswartz @ epgacceleration. com

Contributing Editors Melissa Dowling, Marnie Old, Tom Shay

National Account Director Debbie Rittenberg Tel: 763-383-4455 email: drittenberg @ epgacceleration. com

Associate Managing Art Director Nicole Siewert

Senior Product Manager, Data & Insights Marina Velez Tel: 763-383-4453 email: mvelez @ epgacceleration. com

List Rental Kris Grauer email: kgrauer @ npsmediagroup. com Tel: 203-822-7933

Reprints For more information on e-prints or reprints from StateWays magazine, visit https:// https:// epgacceleration. com / engagement / and contact us today or email us at info @ epgacceleration.

Beverage Group Vice President Jeremy Nedelka Sr VP / Audience Development Joanne Juda-Prainito Corporate Operations Director Bernadette Wohlman CEO Marion Minor

BRAND ACCELERATION

Beverage Wholesaler is published by EPG Brand Acceleration Editorial and executive offices at 7760 France Ave S Suite 810 Bloomington, MN 55435 Telephone: 763-383-4400

Krystina Skibo Trade Managing Editor

4 Beverage Wholesaler • Fall 2025 www. beveragewholesaler. com