What specific adult beverage segments—particular brands and trend-setting SKUs—proved to be impactful in 2024?
For beer, Mexican imports Corona and Modelo were hot, while super-premium beer brand Michelob Ultra was as well. Budget beers and Twisted Tea also drove growth in 2024. Spirit-based RTDs such as High Noon, NUTRL, Cutwater, Monaco and Carbliss thrived. With spirits, Fireball and Tito’s continued to lead the category and drive growth, while both high- and low-end brands drove significant growth. We saw this with Tequila Don Julio, Patron, 1800, Casamigos, Teremana, Jose Cuero and Margaritaville

What aspects of this category do you appreciate most keeps you motivated?
The fact that the category is continually changing keeps it very challenging, and keeps the team motivated too. 

 

What have been your most vexing challenges in 2024 and into this year?
Growing beer sales in a declining industry. Beer sales in convenience stores—the beer category’s largest channel [dollars]—took the biggest hit, with sales declining 1.1% and volume down 3.7%, per Circana data. Off-premise beer sales declined 0.7% and volume 2.9%, per NIQ. A challenging micro-economic environment with rising interest rates, inflation and household debt have had consumers spending less on alcohol and/or making fewer trips. Sober-curious trends continue as the moderate alcohol drinking habits of the younger generation are having an impact. Events like Dry January and Sober October are taking hold and expanding. Liquor theft, which is progressively getting worse, has been an ongoing issue.


What impactful consumer purchasing trends from last year are you looking to take advantage of even further in 2025?
The growth of Mexican imports: a larger number of Pacifico singles and multipacks will be added to spring sets as space permits, as well as more imports like Peroni, plus more pack sizes of Modelo and Corona. We’re also looking to take advantage of a shift from malt-based seltzers to spirit-based seltzers and leveraging more of the tried-and-true spirit-based seltzers, such as High Noon, Carbliss, Cutwater and NUTRL. Spirit-based RTD innovation is witnessed with Sun Cruiser. 
 

When it comes to seasonal and holiday strategies, what stands out in your mind?
What’s vital is leveraging last-minute holiday needs, which in 2024 led to larger increases in sales during the last two weeks of December. We need to ensure all stores are stocking up on the top five to top 10 SKUs prior to the big alcohol holidays and that they’re running holiday beer display incentive contests.