Tamanna Ramesh, MBA

Is Gen Z Turning Away from Alcohol? Or Just Drinking Differently? It’s the question that’s got the beverage industry on edge: are younger generations permanently shifting away from alcohol, or is this just a temporary phase? A recent Gallup survey shows younger adults are more aware of alcohol’s health risks—and drinking less because of it. Bill Shufelt, CEO of Athletic Brewing, points out that half of millennials and 60% of Gen Z took a week or more off from drinking in the past six months. Economic pressures, better education on health, and the rise of quality non-alcoholic options are all playing a role in this shift. But is alcohol itself in decline? Industry leaders like Lawson Whiting (Brown-Forman) and Michel Doukeris (Anheuser-Busch InBev) think otherwise. They argue that economic factors and the pandemic’s impact on social habits are bigger drivers than a true cultural rejection of alcohol. As young consumers grow older and gain more disposable income, they predict drinking habits will “normalize.” Here’s the thing: the alcohol category has been stale for a long time. It’s not just about health concerns—brands haven’t evolved in a way that speaks to younger consumers. Wine, in particular, is completely missing the mark with Gen Z. This generation craves emotional connection and brand storytelling, and they’re not getting that from traditional alcohol brands. The only category that has come close is tequila, thanks to the boom in premiumization and cultural relevance. But if there’s one space that truly aligns with how younger consumers approach drinking today, it’s spirit-based bottled cocktails. These aren’t about drinking for the sake of drinking—they’re marketed and sold to the thoughtful and intentional consumer, the one who is investing in an experience. This is where the future of alcohol is headed. The question is, which brands will actually evolve to meet that demand?

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There are rumors swirling that Beyond Meat may be preparing to file for bankruptcy. This is a warning for emerging CPG brands. I’ve been very critical of Beyond in prior posts. They’re the personification and poster child of VC arrogance and tech bro mentality in CPG - the “growth at all costs” model, and the belief that if you throw enough cash and marketing behind a product that eventually consumers will buy in. Beyond is ultimately a lesson in product market fit. The core users of beyonds products are vegans who don’t consume meat for ethical or dietary reasons. That’s a single digit consumer base who make habitual purchases of this category. Not enough to build a meaningful business or justify the massive shelf space them and Impossible Foods paid in every major grocery retailer. Beyond always believed that they could capture the “flexitarians”, people like me who will eat meat but sometimes choose vegan products for their perceived healthiness. One problem? These products aren’t healthy. They clearly meet the definition of an “ultra-processed food”. Consumers caught onto this. They recently dropped the word “meat” from their products, attempting to change this perception reposition the brand as a protein company. Very clearly looks like a last gasp before they go under, sad conclusion to a story which I’ve seen coming for years. If you’re an emerging brand, make sure you actually have a loyal repeat consumer with a large addressable audience BEFORE scaling into every imaginable class of trade.

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What happens when two sales cultures collide? Since Monday, I’ve had more conversations about the potential US Foods–PFG merger than I can count. Much of the focus surrounding Sales. Culture. Integration and Risk. We’re looking at two fairly different commercial models: ➡️ PFG – “People Selling to People.” Local autonomy, consultative style. ➡️ US Foods – Margin-focused, system-driven, highly structured, program style. If this deal moves forward, there’s upside: ✅ Expanded cross-channel coverage ✅ Private label margin lift ✅ Broader territory optimization But the challenges are just as real: ⚠️ Misaligned incentive models ⚠️ Risk of rep churn and culture shock ⚠️ Sales process disruption and account loss during the transition I’ve heard very rational takes on both sides. Now I’d like to hear yours. If this deal closes, what happens to the sales culture, process and persona? Do we see one model take the lead—or does something entirely new need to emerge? ⬇️⬇️⬇️ Share your perspective. Especially if you’ve lived through a salesforce integration like this before.

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The smartest beverage companies aren’t betting on one hero SKU anymore — they’re building portfolios that live with consumers from morning to night. From functional coffees and protein energy blends to mid-day refreshers and better-for-you evening options, it’s all about meeting modern routines, not just mealtimes. The category lines are blurring fast — energy meets hydration, soda meets supplement, relaxation meets ritual. The winners will be those who design for occasions, not aisles. Consumers don’t live in categories — they live in moments. The brands that recognize that are the ones shaping the next era of beverage. #beverageindustry #beverages

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