It’s been almost two years since Bluebird Hardwater launched, and as one of the first canned beverages combining spirits with flat mineral water, it’s now in good company.

Diageo has purchased leading non-alc spirit Ritual Zero Proof, the company announced today.

The latest data set from NIQ showed a modest improvement in sales declines for total bev-alc in the two-week period before September 7, which included a tepid Labor Day weekend, according to analysis from Goldman Sachs Equity Research.

In 2023, U.S. craft spirits faced the first dip in sales, volume and share in recent history, according to data from the 2024 Craft Spirits Data Project, shared by the American Craft Spirits Association (ACSA) and Park Street.

The Coca-Cola Company is expanding its reach in bev-alc with another ready-to-drink canned cocktail (RTD).

Across oversaturated retail shelves, bev-alc brands are under pressure to stand out.

In premium spirits and canned cocktails, brands have learned that calling out unique ingredients and connecting to audiences through their own cultural stories is key to positioning. They’re also balancing bolder looks with conveying brand values, health benefits and taste without over-messaging. Many have gone back to the drawing board, honing their brand prepositions and packaging.

Spirits-based ready-to-drink (RTD) products will face a challenge to maintain double-digit growth rates in 2025, including a decluttering of items at retail in order for the segment to remain healthy, according to Bump Williams Consulting’s (BWC) monthly report.

Bev-Alc marketplace Flaviar has acquired industry fulfillment service provider, Speakeasy Co., bolstering its B2B capabilities as it aims to become a multi-billion-dollar global bev-alc e-commerce player. Terms of the cash and stock deal were not disclosed.

Ready-to-drink products have built their brands around different cocktails: Some are sessionable seltzers or old classics, others are obscure cocktails that haven’t yet hit mainstream. But Gin & Juice By Dre and Snoop, so far, is the only one that has emerged from a ’90s rap anthem.

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.

Facing pressure from conservative activists online, Brown-Forman has dropped its diversity, equity and inclusion (DEI) policies, following a broader trend of major multinational companies cutting programs created to address systemic inequality in the corporate world.

The latest data set from NIQ showed a modest improvement in sales growth for total bev-alc in the two-week period before August 10, according to analysis from Goldman Sachs Equity Research.

Earlier this month, an article in Food & Wine proclaimed craft spirits in crisis, kicking off a tense debate between wholesalers and craft spirit representatives about the root causes of the challenges facing distillers.

The adult non-alc industry was rocked in April when pioneering retailer Boisson shut its nine physical stores and filed for bankruptcy. Now, many non-alc (NA) brands are still asking questions about the closure, while others are finding opportunity in a growing landscape.