Non-alcoholic (NA) beer, Italian imports and fruit-forward offerings are just a few of the summer trends popping in Total Wine & More and Whole Foods Market stores.
Andrea Starr, Total Wine’s senior director of merchandising, and Mary Guiver, Whole Foods’ principal category merchant for beer, offered insights into what they’re seeing as summer sets in.
Here’s our Q&A, edited slightly for clarity:
How would you describe summer trends so far?
Starr: There are several ongoing trends that continue to shape the landscape: Craft beer remains under pressure, while spirits-based options are gaining traction. Lighter styles remain in favor, spanning both domestic and imported options. Notably, NA offerings continue to be a bright spot, with sustained interest from health-conscious and moderation-minded consumers.
Guiver: Summer has been off to a slower start than 2024 in general, but there are bright spots. Specifically, NA continues to grow – even after already strong sales last year.
Whole Foods Market is seeing a lot of success in imported products. Across the board, [Anheuser-Busch InBev’s (A-B)] Michelob appears to be the standout for domestic macro brands.
While overall craft is struggling, some local craft beers are still going strong at Whole Foods Market. Specific legacy national craft brands tend to be pulling the overall trends down, and we are seeing a similar trend in cider – all subcategories showing growth this year except national brands
Which new brands have motion this summer and how can they keep it going?
Starr: Lemonade is clearly having a moment this summer, with several brands tapping into the citrus-forward trend. Surfside’s Lemonade variety pack and [Boston Beer’s] Truly Unruly Lemonade are two of the season’s top performers and newcomers like Gallo’s Lucky One and [Boston Beer’s] Sun Cruiser Lemonade variety pack are also making a splash, showing strong early velocity.
And it’s not just hard lemonade. [Constellation Brands’] Corona Sunbrew is riding the citrus wave too, with continued strong performance thanks to its approachable, refreshing profile.
To sustain this momentum, brands should stay focused on leaning into sessionable, summer-friendly profiles and maintaining strong retail visibility will be key to keeping these wins going through the season.
Guiver: Any time Athletic launches something new, you know it’s going to shine at Whole Foods Market – their Free Wave 12-pack is performing extremely well.
Other NA success stories are Sierra Nevada Trail Pass 12-pack, [Constellation’s] Corona NA 12-pack and Best Day Electro Lime.
There have also been some exciting wins for national craft beer. Allagash’s Surf House seasonal is a standout, and Firestone Walker’s limited-time release of Wandering Don IPA was a hit. Deschutes Kernza Lager and NA options are off to a really strong start with a national footprint.
Which established brands are surprising you this summer?
Starr: The standout surprise of the summer? [A-B’s] Busch Light. We knew Apple was coming, but we didn’t anticipate the extreme level of excitement it would generate. The brand was already on a growth trajectory, and Apple has only amplified that momentum. Buzz is building around the upcoming Lime release, tapping perfectly into the season’s citrus craze.
Beyond Busch Light, several category leaders are continuing to impress: Surfside, [Sazerac-owned] BuzzBallz, [A-B’s] Cutwater and Michelob Ultra are all showing strong growth, thanks to a winning combination of thoughtful innovation and on-brand summer advertising. These brands are clearly resonating with consumers who are looking for flavor, convenience and authenticity in their summer beverage choices.
Guiver: Athletic still seems unstoppable, year after year – this year is no different, no signs of slowing.
Italian brands are shining, namely [Molson Coors’] Peroni and [Heineken’s] Birra Moretti, both showing strong growth on a very strong base YoY.
[Diageo’s] Guinness continues to garner pop culture attention, and it shows in their growth YTD, not just in the NA category.
[Constellation’s] Pacifico is gaining serious momentum, and we expect to see them rising the ranks as a top import brand in the next year and beyond.
Sierra Nevada is holding steady, even as similar brands are really declining. Driving this is the Little Things series and seasonal releases.
Brooklyn Brewery is a testament that there’s still an appetite for pilsners with consumers – and their new lime lager [Playa de Brooklyn] has only been in stores a few weeks, but it is showing promise.
White Claw is coming into 2025 with renewed strength, staying focused on key products has boosted them and they are reclaiming full dominance in their flavor segment. Overall, hard seltzers may have finally stabilized YoY.
What’s one trend (style/flavor/segment) that’s really working?
Starr: The NA category is continuing to gain momentum, reshaping the way we think about what it means to be an adult beverage. Legacy brands like Michelob Ultra, Corona, Peroni and Sierra Nevada are finding real traction with NA extensions, proving that moderation doesn’t mean compromising on flavor or brand identity.
Meanwhile, emerging players like Mingle, Brez, and Aplós are capturing attention with mocktails and functional bevs designed for today’s wellness-minded consumer. What was once considered niche is now gaining mainstream momentum, driven by consumers who want balance without sacrificing experience.
The brands winning at retail this summer are those that align with today’s consumer values by offering the right products, in the right formats, at the right moments to drive conversion and repeat purchase.
Guiver: Italian pilsners, both domestic and Italian, seem to still have a fan base, which is nice to see. Personally, we love this style.
NA seriously doesn’t take a breath. There is no sign of a plateau any time this year.
Fruit-forward beer styles are showing up. [Firestone Walker’s] Cali Squeeze is picking up a lot of new consumers further out of their home market, and we are also seeing some fun high-end import brands working well as a trial, including Fruli Strawberry.
Premium brands continue to find growth in the space left behind by Bud Light declines, even years later.
Pack size innovation seems to be a blank space within craft; some brands playing with larger multipacks such as 8-[packs], 9-packs could be a fun way to innovate.