Weekly Beverage Alcohol Recap | May 15, 2026

**Key Themes This Week:**

- **The Great Distribution Reshuffling:** RNDC exits nearly all U.S. territories; Reyes acquires 11 states, Breakthru takes Kentucky and Indiana, Martignetti absorbs 17 control states, Manhattan Beer takes New York wine/spirits rights, Columbia Distributing eyes Oregon/Washington/Alaska, Quality Brands picks up Nebraska and the Dakotas. Southern Glazer's and Johnson Brothers aggressively capture displaced relationships. Glazer's Inc. confirms family leadership continuity after Bennett Glazer's passing.

- **Brown-Forman's Double Rejection:** Pernod Ricard merger-of-equals collapses over family governance disputes. Sazerac's $17B ($32/share) all-cash bid formally rejected. Brown-Forman faces third consecutive year of declining sales with no strategic partner. Sazerac pivots, takes equity stake in SIPMARGS RTD margarita brand.

- **Off-Premise Sales Deterioration:** Total bev-alc dollar sales -5.4% L4W (NIQ); volume -5.8%. Wine leads declines at -8.3% dollars. Spirits -6.9%. Beer -4.7%. Prepared cocktails turn negative for first time (-0.1% dollars, -4.7% volume). IWSR full-year 2025: total U.S. volumes -5%.

- **Beer Bright Spots Amid Broad Decline:** Busch Light Apple drives ABI outperformance (+17.4% dollars). Pacifico +19.6%. Athletic Brewing +19.6% L4W dollars. Happy Dad +48.8%. Non-alcoholic beer +12.3%. Below-premium growing. Craft improving to -2.6% YTD from -5.2% full-year 2025; hyper-local brands and IPAs lead.

- **RTD Spirits Continue Surging:** Spirit-based RTDs +27.7% L4W. Sun Cruiser +143%, Cutwater +132%, Surfside +79%, BuzzBallz +23%. RTD margaritas hit $1.6B annual sales. Korean soju emerges with projected 16% CAGR through 2029.

- **Wine's Structural Reset:** $115B in spending but volume -3% to 362M cases (down 12% since 2018). DTC shipments -15% volume, -6% value. 11,107 wineries — nearly 50% more than 2012. 58% report unsold stock problems. Duckhorn realigns national distribution. Wonderful Company expands JUSTIN and Lewis Cellars through SGWS. Wine-Searcher acquired by GLX/Platin Sàrl.

- **Willamette Valley Vineyards** Q1 revenue +9.5% to $8.26M; distributor sales up but DTC declined. Net loss narrowed 22.5%.

- **Regulatory Earthquake:** Sixth Circuit strikes Ohio wine shipping restrictions as unconstitutional; Supreme Court petition expected by August 4. California self-distribution law challenged (Blue Sky Vineyards case, June 2 hearing). CA AB 1585 advances (100% American grapes for "American" label). NY grocery wine sales bill in committee. NC ABC reform campaign active. CORCA passes House 348-60. Hemp THC crackdown regulations effective November 2026.

- **Public Health Pressure:** Alcohol linked to 178,000 annual U.S. deaths, $240B+ economic cost. Third-leading preventable cause of cancer. Stanford study finds cancer-specific warning labels more effective. Alaska passes point-of-sale cancer warning law; Massachusetts bill introduced.

- **Pricing & Macro:** CPI +3.8% YoY. Food-at-home +3.0%. Alcohol-at-home just +0.4%; wine-at-home deflationary at -0.8%. Beer-at-home +2.2%. Average beer case price up $0.52 YTD to $31.20. Costco April sales +13% YoY; U.S. comps +11.7%.

- **Monster Beverage** Q1 blowout: FX-neutral sales +22.1% vs. +14.3% consensus. U.S. +15%. Ultra line +20%. EPS $0.58 beats by $0.05. Red Bull swings negative in latest reads; Celsius/Alani Nu maintain strong momentum.

- **Citi Sector Views:** Positive on ABI, Carlsberg, BAT, Campari. Negative on Heineken, Pernod Ricard.

- **2026 FIFA World Cup** (June 11–July 19): Expected mid-to-high single-digit alcohol sales lift. Key beneficiaries: Michelob Ultra, Modelo, Busch Light Apple, Cutwater, White Claw, Beatbox.

- **RBC's 10 Forces Reshaping CPG:** Agentic commerce, K-shaped economy permanence, authenticity premium, longevity-focused functional beverages targeting 55+ consumers.

- **In Memoriam:** Charles R. "Chuck" Smith, longtime Pernod Ricard SVP of Sales, Remy Amerique EVP, and E&J Gallo executive, passed April 30 at age approximately 85.