EDITOR ' S NOTE

The beverage alcohol industry has been struggling for the past few years. After the pandemic boom, sales are less than desirable and changing consumer preferences are throwing all three tiers in a tizzy.

But if there’ s one thing I learned from attending both NBWA’ s 88th Annual Convention and Trade Show and NABCA’ s Annual Administration Conference in October, it’ s that this industry is resilient. It’ s gone through a variety of trials and tribulations throughout the years and continues to come out strong.

The reality is that consumer preferences will constantly change. But if suppliers, distributors and retailers can keep up with these trends, the industry will stay alive and thriving.

Take cannabis beverages, for instance. What was once a threat to beverage alcohol is now being incorporated onto liquor store shelves across the nation. Alcohol companies saw the trend and adapted to keep themselves in business � and they succeeded.

There’ s also the growing trend of no- and low-alcohol beverages being the drink of choice for consumers looking to cut back on their drinking or stop entirely. These beverages allow consumers to go out and socialize with friends, just without the alcohol.

Many suppliers have been fast to adapt to this trend, debuting new lines of beverages that have been dealcoholized. Guiness, for example, debuted a 0 % stout globally in 2022. Corona also released Corona Cero in 2022, showcasing just how popular brands were willing to adapt to changing consumer preferences.

Many industry experts who spoke at NBWA’ s and NABCA’ s annual events all said the same thing: sales look scary right now, but beverage alcohol isn’ t going anywhere anytime soon. Brands just need to continue to adapt to meet consumers where they want to be.

So, embrace change. Become part of the movement and show consumers why this industry has been around for so long.

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

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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

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Krystina Skibo Trade Managing Editor

4 Beverage Wholesaler • Winter 2025 www. beveragewholesaler. com