EDITOR ' S NOTE

We are all well aware of the struggles that the beverage alcohol industry faces today, namely people not drinking as much or not drinking at all. The rise and growing acceptance of cannabis products also presents considerable competition for alcohol brands.

The current economic uncertainties, along with changing consumer behaviors and preferences, also make for a highly challenging business climate. That’ s why it’ s so impressive to see brands that have managed to grow this past year, whether it’ s an upstart, spin-off or long established brand.

Wine in particular has struggled to bring in new customers. Some of this year’ s Growth Brands winners are managing to do just that by leaning into health and wellness trends with lower-calorie and low- or no-alcohol offerings. Packaging, promotions and events also help generate trial and repeat buyers.

In the spirits sector, tequila remains strong, with many consumers trading up for brands that align with their values, winners say. We also saw a number of winning vodka brands, proving once again that vodka does still pay the bills for many retailers, bars and restaurants.

Authenticity, consistency and quality help drive sales in most spirit categories, according to several winners. Flavored expressions are also a draw, particularly among Gen Z consumers.

That goes for the hugely popular ready-to-drink( RTD) beverage category as well. In fact, flavor is the top factor influencing RTD purchases, according to research firm Mintel. Our RTD Growth Brands winners detail some of the latest flavor trends and innovations working for them.

One of the key strategies for growth among the winning sprits, wine and RTD brands is“ meeting consumers where they are’’ with marketing. It’ s also about where and how brands show up— at music festivals, sports events, in-store tastings, pop-ups, pairing dinners, and the like. Eye-catching packaging and smaller formats have also helped brands stand out.

Distributors play a key role, too. Several winning brands we spoke to cited the support of their distributor partners as a factor in their success. Wholesalers should be proud that their efforts to help brands grow are paying off.

Editor Melissa Dowling 763-383-4442 mdowling @ epgacceleration. com

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

Contributing Editors Krystina Skibo

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

Sales Associate Sherai Falcon sfalcon @ epgacceleration. com( 763) 383-4423

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

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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

Melissa Dowling Editor

4 Beverage Wholesaler • Summer 2026 www. beveragewholesaler. com