Weekly Beverage Alcohol Recap | March 27, 2026

**Week of March 24–28, 2026**

**Top Stories:**

- **Pernod Ricard & Brown-Forman confirm active merger discussions** — potential "merger of equals" that would create joint #2 US spirits company; estimated $450M in cost synergies; Jefferies, TD Cowen, and ROTH weigh in on strategic logic, valuation, and Brown family governance hurdles

- **Uncle Nearest crisis deepens** — receiver seeks gag order and $75K sanctions against founder Fawn Weaver; $200M+ in total debts; employee resignations, distributor payment delays, and stalled asset sales

- **Stoli/Amber Beverage Group confirms loan default** — formal breach of loan note conditions amid sanctions, cyberattack fallout, Stoli USA insolvency, and declining global spirits demand

- **Molson Coors acquires Atomic Brands (Monaco Cocktails)** — boldest RTD move yet; Monaco is #5 US RTD brand with accelerating growth (+24.8% dollar growth in latest week); 70,000 retail doors; part of Horizon 2030 strategy

- **Tennessee Distilling Group acquires Waterford Distillery (Ireland)** — cross-border deal for distressed Irish whiskey assets; HSBC-appointed receiver facilitated sale

**Market Data & Trends:**

- NBWA Beer Purchasers' Index hits 50 — first expansion-level reading in 20 months; Imports (54), FMB/Seltzer (53), Below Premium (52) all above 50

- NIQ off-premise: total alcohol -2.7% dollars, -3.0% volume (L4W ending 3/14); Prepared Cocktails only positive category at +4.5% dollars

- NABCA February: spirits volume -1.4%, dollar volume -3.4%; wine volume -4.7%; RTDs and Tequila only positive growth categories

- US spirits tax-paid shipments -9.4% YoY in January — 15th consecutive month of moderation

- Non-alcoholic beverages +22% YoY, reaching $925M in off-premise sales; 92% of NA buyers still purchase alcohol

**Consumer Shifts:**

- LendingTree: only 56% of Americans currently consume alcohol; Gen Z at 53% non-drinking; 27% report drinking less YoY

- GLP-1 drugs: ~1 in 8 US adults currently on medication; JPM projects 30M+ users by 2030; potential $30B–$55B annual demand elimination

- On-premise vs. off-premise divergence highlighted at Constellation Gold Network Summit (HMSHost, Kroger, RaceTrac insights)

- Wine club growth decelerates to 2% (down from 11% peak in 2018); lifestyle-integrated models emerging (Ashes & Diamonds, Wente)

**Distribution Consolidation:**

- KEG 1 acquires Pine State Trading Co. (Maine/NH) — 7.9M cases, 350+ suppliers; second deal of 2026

- Southern Glazer's acquires Eagle Rock Distributing (CO) and Clare Rose (NY)

- Reyes to absorb RNDC operations across 11 markets (AZ, FL, TX, VA, DC, others) — closing by end of May

- AB InBev acquires Advance Beverage Company (Bakersfield, CA)

- Columbia Distributing acquires Point Blank Distributing (OR) — adds ~1M cases

- Teamsters Local 79 wins vote at SGWS Lakeland, FL facility

**Wine Industry:**

- US winery count falls 3% — first broad decline in decades; CA crush smallest since 1994

- Willamette Valley Vineyards: net sales -6.5%, operating income swings to -$1.4M loss

- Roco Winery (Marzotto family) acquires Francis Ford Coppola's Domaine Lumineux in Dundee Hills, OR

- Silicon Valley Bank projects "bumpy bottom" in wine demand around 2027–2028

**Other Notable Stories:**

- Celsius Holdings: stock -18% in past month; Citi calls it a buying opportunity; SKU rationalization driving short-term scanner data weakness; Costco Kirkland launch seen as limited threat

- Fever-Tree: profit -16% in FY2025; US revenue +6% at constant currency; Molson Coors partnership positioned as growth lever; non-tonic products now 45% of revenue

- BofA commodity trendspotter: spot inflation +3.7% YoY, geopolitical risk not yet reflected

- ADI/DISCUS launch "Ship My Spirits" DTC campaign; Iowa bills advancing

- DTC beer shipping survey: 81% of craft drinkers support expanded access; 72% would spend $50+/month

- Michigan AG sues Buon Vino LLC for unlicensed wine shipping — 84 confirmed violations, $25K per violation sought

- Bardstown Bourbon Co. files counterclaim against former HR VP

- TGI Fridays bankruptcy: court approves solicitation of creditor votes; confirmation hearing May 1

- ACSA: founding CEO Margie Lehrman retires; Emily Pennington named new CEO effective May 1

- NABCA: Kristin Beltzer (Michigan LCC) elected incoming Chair-Elect

- U. of Michigan Consumer Sentiment: 55.5, down from 56.6; inflation expectations stall at 3.4%

**Key Takeaways:**

1. The Pernod–Brown-Forman merger talks and Molson Coors' Monaco acquisition both signal that the era of organic growth in US beverage alcohol is giving way to an M&A-driven consolidation cycle across spirits, beer, and RTDs.

2. Spirits sector distress (Uncle Nearest, Stoli, Amber, Waterford) is systemic — creating both brand exposure risk and acquisition opportunities for well-capitalized operators.

3. Beer's BPI recovery and RTD resilience contrast sharply with ongoing spirits and wine volume declines, suggesting a widening performance gap between categories.

4. GLP-1 drugs, generational sobriety trends, and macro confidence erosion represent compounding structural headwinds that will reshape demand over the next 3–5 years — requiring portfolio diversification, non-alcoholic investment, and DTC channel development now.

5. Distribution consolidation (KEG 1, SGWS, Reyes, AB InBev) is accelerating and compressing the independent distributor landscape, making route-to-market control an increasingly critical competitive advantage.