NBWA outgoing chairwoman Rebecca Maisel delivered a powerful speech during NBWA’ s 88th Annual Convention, discussing how much the industry has weathered in the last year and how wholesalers continue to come out strong.
necessarily mean‘ better for you.’ It can simply mean that consumers are looking for a buzz while still being able to relax and sleep,” he added.
Rebecca Maisel, former chairwoman of the board at NBWA, echoed this sentiment during the event’ s Opening General Session, stating that even though the industry is being bombarded with all these challenges, there are still many opportunities for success.
“ We’ ve seen growth in RTDs, non alc’ s and hemp-based THC beverages,” she said.“ We’ ve also seen newer entrants to the beverage arena, like wellness-focused functional beverages containing nootropics and adaptogens. The good news is that wholesalers are adapting, diversifying and expanding our capabilities to offer retailers the best and safest products, and ensure that the three-tier distribution model remains relevant.”
Steve Beykirch, president of Eagle Beverage Corporation and incoming NBWA chairman.
Else: How Distributors are Adapting to the New Beverage Landscape.
“ Whether you’ re exclusive to beer or not, you are a part of an ever-changing industry,” said Shireman during the seminar.“ Inflation, high interest rates, a sluggish supply chain and the impacts of tariffs make it hard for us to forecast and put a pinch on our financial situation. It’ s a crazy world out there these days, but we need to pay attention to the consumer. We exist to serve them and follow wherever they go.”
The beverage alcohol industry is facing a critical juncture as it contends with heightened competition from recreational alternatives, a rise in moderation-oriented behaviors, shifts in consumer preferences and a surge in alcohol-free beverages promoting functional benefits.
At the same time, the fast-moving landscape of mergers and acquisitions( M & A), consolidation, joint ventures and key supplier dynamics introduces its own layer of opportunities and challenges on top of the underlying category trends. The key to surviving is to accept all these trends and start strategizing for the future. For one thing, this means premiumization is no longer a dominant category.“ Inflation and higher prices are causing the sub-premium category to gain dominance,” said Shireman during the session.
“ Consumers are also looking for functional beverages, but that doesn’ t always
AI GAINING TRACTION
Aside from talks of the challenges that wholesalers are facing, Artificial Intelligence( AI) was another huge topic of conversation throughout NBWA’ s event.
How is your company utilizing AI? Are you worried AI might eventually take over certain jobs? What is AI’ s involvement in the future of the beverage alcohol industry?
These were questions that many panel experts answered throughout the four-day event.
During the Evolve or Else: How Distributors are Adapting to the New Beverage Landscape educational seminar, Shireman noted,“ We’ re still barely even understanding what AI is and how it’ ll impact our world, but it will definitely have a very large impact. It’ s going to be important to invest a lot more into technology and business intelligence units.”
16 Beverage Wholesaler • Winter 2025 www. beveragewholesaler. com