8 Category Trends
“ Wholesalers have the opportunity to help win back those occasions to execute in the on-premise and find opportunity for growth .”
– Rebecca Maisel , Chairwomen of NBWA
MN , is booming , says liquor operations manager Christopher Arnold . " My non-alcoholic sales are through the roof ."
The store has a four-foot end cap section with five shelves and 29 SKUs , " and it gets replenished every week ," he says . " For a lot of consumers , they ' re switching to these beverages because of health issues , but honestly the buying patterns have changed ever since Covid ."
Two Roads Brewing in Stratford , CT , started expanding its portfolio beyond beer in recent years , and Brewmaster Phil Markowski says the company ' s alcohol-free offerings have seen great success .
" The line , which includes our award-winning Non-Alcoholic Juicy IPA , is currently outperforming the rest of the non-alcoholic segment in the Northeast ," he notes . " With more consumers looking to moderate their consumption , we ' ve created quality products that still offer the taste of traditional beer without the buzz ."
While these zero proof options are certainly helping to keep beer sales afloat , the industry is still struggling . With increasing prices , an overly saturated craft beer market and rising preferences for no- or low-alcohol choices , brews have become a second choice for consumers .
“ About five years ago at this convention , NBWA decided to talk openly about some of the challenges facing the beer category ,” says NBWA president and CEO Craig Purser at NBWA ’ s 87th Annual Convention and Product Showcase . “ Since that time , these challenges have only grown , particularly among emerging LDA consumers .”
Despite the uncertainty for beer ’ s future , some wellknown brands are holding steady . According to the Fintech data , Anheuser-Busch InBev was a top purchased brand supplier for both on- and off-premise in 2024 . Michelob Ultra had the biggest share gain off-premise , while Modelo Especial had the biggest share gain on-premise .
Rebecca Maisel , chairwoman of NBWA , also sees some opportunities for growth in the beer industry .
“ Wholesalers have the opportunity to help win back those occasions to execute in the on-premise and find opportunity for growth ,” she says . “ There are plenty of success stories and blockbuster brands , and the beer category and wholesalers play such a big part in building those brands and telling their stories .”
ATTRACTING YOUNGER CONSUMERS TO WINE
Of all the categories facing an uncertain future due to younger consumers , wine likely stands out the most . Millennials are hardly wine experts , while Gen Z hardly drinks at all . When either generation does actually drink , they reach more for spirits ( especially whiskey and tequila ), no / low-ABV options and / or canned cocktails . Wine is not particularly on their radar .
One reason why : a high level of learning required . Wine makes younger generations feel dumb and overwhelmed because of the sheer number of varietals , styles and areas of denomination that define this vast category . It ’ s much easier to understand a clear tequila or canned Martini . And nobody wants to drink what their parents did . Millennials and Gen Z are the children of Boomers and Gen X , who love wine . Naturally , their kids look elsewhere .
The numbers speak for themselves . Wine is down across the country . Producers and retailers have certainly taken notice . Wine sections in some stores have shrunk , while wine brands have refocused their marketing efforts .
For instance : the classic Beaujolais winemaker Georges Duboeuf . The company ’ s new “ It Never Gets Old ” program for its traditional Nouveau release is a cheeky play on words more in line with Gen Z attitudes — authentic and off the cuff . Images in this advertising are social and laid back : record players , lipstick , dominoes , cheese . The 2024 Nouveau portfolio is also the first with a screwcap on every Nouveau bottle , a nod to younger consumers drinking in smaller amounts .
Additionally , Georges Duboeuf has leaned more into tasting events in the form of relaxed social gatherings . Education also remains important , teaching consumers about the people behind this multi-generational brand that first popularized the Nouveau style globally .
What about at the retail level ? How are stores getting younger consumers interested in wine ? The key , as always , is to stay tuned into whatever works .
“ I recently heard someone say ‘ Acid is the new oak ,’ and I find that exceptionally true with younger consumers ,” says Alec Stein , general manager of Garfield ’ s Beverage on N . Milwaukee Ave . in Chicago . “ High acid , joined with lighter body and lower ABV , are far and beyond the wines we ’ re selling the most of . And all these wines tend to have packag-
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