📈 Fourth Category Products Top $13 Billion

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Ready-to-drink (RTD) products surpassed $13 billion in off-premise sales in the 52-week period ending July 13, up +4% year-over-year (YoY), according to a mid-year report from market research firm NIQ. 

The report unpacks the growth of the fourth category, which now represents 12% of bev-alc dollars. In dollar value off-premise, the segment now stacks up second behind imported beer ($13.8 billion). 

Insiders can read more about the motivations behind consumers’ fourth category purchases both on- and off-premise, as well as the maturation of the fledgling category.

Beverage makers have new pressure to decarbonize their supply chain, requiring innovation. To lower costs and decarbonize supply, tea, coffee, lemonade, soft drink, and alcoholic beverage makers have switched to Sugaright’s liquid cane sugar. Learn more about our sugar & new fermentability study. Learn more

More than one-third (38%) of consumers plan to visit on-premise establishments for Labor Day (September 2), according to CGA, the on-premise arm of market research firm NIQ. 

CGA surveyed 1,602 legal-drinking-age (LDA) consumers across Texas, New York, Florida and California between August 14 and 15. All respondents visited the on-premise at least once in the past three months. 

The percentage of respondents planning to visit the on-premise for Labor Day increases to 47% when including only 35-54 year olds, and to 52% when including only 21-34 year olds.

Insiders can read more, including consumers’ planned drinking habits for football season, and a look ahead at on-premise trends for the remainder of 2024, and into 2025.

Make more informed decisions with exclusive industry reports and insights. We’re partnering with leading data providers to cover a variety of critical topics impacting beverage alcohol companies, including:

• Consumer behavior
• Retail purchasing trends
• Category performance
• Supply chain factors
• Micro/macro economics
• Investment trends

Become an Insider to access future reports.

Brewbound announced the addition of several new speakers for its Brewbound Live business conference December 11 and 12 in Marina del Rey, California.

The two-day conference will bring together leaders from all three tiers for business-focused conversations on driving the bev-alc industry forward, data presentations, networking and brand building at the Marina del Rey Marriott.

Joining the speaker roster are:

• Rebecca Maisel, Gulf Distributing SVP legal and government affairs;
• Lauren Doll-Sheeder, Doll Distributing managing partner;
• Jennifer Grant, Markstein Sales general manager and VP;
• Zech Francis, BeatBox Beverages SVP of global marketing;
• Rebecca Dye Yonushonis, New Belgium Brewing CMO;
• Lindsay Kunkle, Foresight Factory director, head of U.S. Consultancy.

They join a growing speaker roster that includes:

• Arthur Moye, owner and CEO of Full Circle Brewing;
• Kaleigh Theriault, director of thought leadership, beverage alcohol vertical, NIQ;
• Brian “BK” Krueger, VP of business development and portfolio strategies, Bump Williams Consulting;
• Natalie Cilurzo, co-owner, Russian River Brewing;
• Peter Skrbek, CEO, Deschutes Brewery;
• Lester Jones, chief economist and VP of analytics, National Beer Wholesalers Association;
• Jennifer Hauke, founder and president, Draftline Technologies.

Additional speakers will be announced in the coming weeks. Interested in speaking? Follow this link to see our speaker guidelines.

In addition to the mainstage programming and networking parties, Brewbound Live will feature opportunities for one-to-one conversations between brewers and bev-alc brands and retail buyers from chains such as Whole Foods Market and ExtraMile Convenience Stores. Registered attendees will be considered for meetings with buyers, as space is limited. Find out more details here.

Register for Brewbound Live >>

Brewbound Live is sponsored by John I. Haas, NIQ, Crafted ERP, Strike Visuals, Fast Track Packaging and Abstrax Hops.

The Brewbound team is hosting a free beer industry happy hour on Sunday, September 29 from 4 to 6 p.m. PT at The Church by The Lost Abbey in San Diego! Kick off NBWA with us in downtown San Diego with industry networking, Lost Abbey beers and light appetizers.

Industry professionals within the beer and beyond industries are invited to attend the free happy hour. Prior registration is required.

Here are the details:

Date: Sunday, September 29, 2024 

Time: 4–6 p.m. PT

Location: The Church by The Lost Abbey (1313 J St, San Diego, CA 92101)

Learn More + Register for Free >>

Headed to NBWA that week? The Brewbound Podcast hosts, Jess, Justin, and Zoe, will be recording podcast interviews on the show floor. Visit our Brewbound Podcast studio located in the Product Showcase area for a unique opportunity to connect with our Brewbound team in-person as they discuss the latest trends, industry insights, and interview key players in the world of brewing.