Mark Buonomo, senior category manager for beer, wine and liquor at Global Partners, Waltham, Massachusetts, was a large-chain finalist in CSP’s 2025 Category Manager of the Year (CMOY) awards.
This year's CMOY awards featured 14 winners across seven categories. Winners from both small (99 for fewer stores) and large chains (100 stores or more) were selected for the first time in each category.
Here is a Q&A from Buonomo's conversation with CSP, which discussed managing 353 stores under brands including Alltown Fresh and Honey Farms.
What specific adult beverage segments proved to be impactful to drive the fortunes of the category?
In 2024, it was a marked a renaissance for hard teas. The market saw an influx of new brands and vessels across malt-based, wine-based and spirit-based categories, attracting return customers. As we head into 2025, the competition between Sun Cruiser and Surf Side will be one to watch.
What aspects of this category do you appreciate most, keep you motivated on a daily basis?
The Northeast is a key stronghold for hard tea consumers. It will be interesting to see which brands establish a lasting presence, where they expand and what packaging options customers gravitate towards.
What have been some of your most vexing challenges in 2024 and into this year pertaining to the category?
Economic pressure has prompted consumers to make trade-offs at the cold vault. Offering a range of options, such as single-serves, ‘two-for’ promotions and loyalty rewards—all essential to meet shoppers’ top priorities.
What impactful consumer purchasing trends from last year are you looking to take advantage of even further in 2025?
New packaging for your beverage. Customer preferences for containers are evolving. Resealable options, Tetra Paks, cups and PET bottles are all making their way into the beer section.
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