Brian Rosen

Apparently spirits and wine didn’t get the memo that they’re “dead.” Just finished today’s DrinkUp Daily Industry Brief, and the data tells a very different story: U.S. spirits hit another record year, around 306M 9L cases, still growing in a tough environment. ​ Growth is coming from tequila, whiskey, and spirits based RTDs, Surfside more than doubled to 10M+ cases, Cutwater up over 40%, and Don Julio is now the #1 spirits brand by value. ​ In Virginia, tequila is already the #2 spirits category by value and RTD cocktails are up ~9.5% in volume. ​ Wine isn’t crashing, it’s concentrating: flat to slightly down volume overall, but $20+ and DTC/tourism are where the margins live. ​ Here’s the punchline I shared in the video: In 2026, the game isn’t “ditch alcohol and chase every NA headline.” The game is to sharpen your alcohol book. If you’re a distributor, supplier, or operator: Bet on brands that bet on you, the ones putting real boots on the ground, training teams, and funding consumer programs that drive reorders, not just load‑ins. ​ Give new brands a lane only if they show up with a real plan and a path to the second and third order. ​ Keep backing the brands that are paying the bills: your proven tequilas, whiskies, RTDs, and higher‑margin wines that actually move. ​ Moderation is the backdrop. Spirits, wine, and RTDs are still the business. Truthfully, Sam #bevalc #spirits #winebusiness #distributors #onprem #RTDcocktails #tequila #whiskey #supplierstrategy #categorymanagement #DrinkUpDaily

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Searching for growth? General Mills has announced plans to boldly go after the over 55s in their quest to increase volumes. While much of CPG chases 18-45s or the latest wellness fad, General Mills is placing its bets on three under-the-radar, high-leverage consumer groups: - Adults aged 55 +, who account for nearly half of U.S. households and have enormous spending power. - Consumers using GLP-1 medications (up to 12%+ of U.S. adults), who’re eating less but seeking more protein, more functional nutrients, smaller portions. - Hispanic shoppers, where General Mills plans to ramp up innovation and engagement by ~40% in FY26. This move takes product renovation in new directions - redesigning products and formats to match how people now live, eat and feel. They’re innovating for smaller households (smaller pack sizes), higher-protein need states, functional nutrition and not just indulgence. And this isn’t an isolated move. It’s part of a broader CPG reboot as the absence of growth looms. Full article by Elizabeth Crawford here: https://lnkd.in/eC7uqJSk #CPG #Innovation #ConsumerTrends #GeneralMills #Wellness #GLP1 #MidlifeConsumers #BrandStrategy

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What do the protein LEAD test results mean for the CPG Industry? As some may already know, Consumer Reports (CR) released their latest testing on protein powders and found, according to them, high amounts of lead. What this means for the industry is that you may suddenly see an INFLUX of questions from customers and consumers. It is not a time to panic, but a time to take action and strengthen some programs. So here are some key steps to consider and prepare: 1. Develop a STANDARD RESPONSE that is comprehensive yet simple to explain. Use this as a chance to EDUCATE your consumers. 2. Test for heavy metals in your product, not to alarm but to UNDERSTAND potential risks or areas for improvement. This is especially important if you sell in California (where Prop 65 applies). 3. Become familiar with both federal and local REGULATIONS related to heavy metals. 4. Understand CONSENT JUDGMENT LEVELS, which are negotiated safe use levels that take into account real world feasibility. For example: 📌 Protein supplements and powders: Typically around 3 mcg of lead per day 📌 Chocolate and some mass gainers: Up to 4 mcg per day 📌 General supplements with NSF certification: up to 10 mcg per day 📌 FDA interim reference level for adults: 8.8 mcg per day 📌 Consumer Reports target: 0.5 mcg per day, mirroring Prop 65 threshold, and as you can see, mostly unfeasible 5. Test frequently and review results often to spot trends or supplier changes. ADJUST your TESTING PROGRAM based on new seasons, growing regions, and ingredient sources. 6. Consult with a food attorney or regulatory compliance professional for actual guidance or simply a second opinion. Note: This post is not legal advice, just general information and practical guidance you may use. Questions? Comments? Let us know below 👇

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Coffee companies continue to trade at a premium — often well above the restaurant sector median. From Starbucks with a $90B+ market cap to the newly public Black Rock Coffee Bar, investors are rewarding the category’s combination of brand power, daypart diversification, and asset-light scalability. But the headline numbers obscure the nuance. Even within coffee, performance varies widely. Same category, different stories — some are growing fast but chasing margins; others command consistency but face saturation; and new entrants are yet to prove their brand. The spread reflects not hype, but differences in system sophistication, throughput, and capital discipline. Premium multiples in coffee aren’t just about caffeine (or beverage) culture — they’re a proxy for planning and execution. As valuations diverge, investors are leaning harder on diligence to separate durable growth from over-caffeinated projections. For emerging brands, understanding what drives those multiples — and engineering the systems behind them — will define who becomes the next Starbucks, and who stays local. #restaurants #valuation #coffee

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CRIMSON WINE GROUP ACQUIRES RAEBURN Napa Valley’s Crimson Wine Group has acquired the Raeburn brand of wines from Purple Brands for $35.2M. Founded in 2013 under the purple brands umbrella, Raeburn leads the luxury Chardonnay and white wine categories. They produce over 250k cases annually, retailing between $15 and $25. Crimson reported LTM sales falling by more than 5% to $68M in September reflecting the challenging environment for alcoholic bev producers. The acquisition gives the company access to a higher margin, premium wine portfolio making them less dependent on volume. Some comps include: - ILLVA SARONNO HOLDING S.p.A. $117M acquisition of Averna & Zedda (3.82x sales) - Gruppo Caffo 1915 $117M acquisition of Cinzano & Frattina (1.33x sales) - Ashland Vintners $8.9M acquisition of Irvine & Roberts Vineyards

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I have written a lot lately about protein and where the category is heading. This deal is another data point worth paying attention to. Second Nature Brands, the PE-backed snacking platform behind Brownie Brittle, Sahale Snacks and Voortman, just agreed to acquire Tillamook Country Smoker. Tillamook generates more than $175 million in annual sales and makes clean-label zero-sugar jerky, beef sticks and sausages. This is Second Nature's first move into protein snacks. The category numbers explain why. Dried meat snack sales excluding jerky rose 10.7% to $3.3 billion in 2024. PepsiCo entered this year with Good Warrior. Chomps, Jack Link's Protein Snacks and Archer Meat Snacks are all scaling. The category has gone from a niche better-for-you play to one of the most competitive aisles in the store in a very short window. For Second Nature, Tillamook gives them a platform in a category with real consumer tailwinds. For CapVest, the PE firm backing Second Nature, this is the roll-up playbook working exactly as designed. Buy castoffs and undermanaged brands, add distribution muscle and retail relationships, and let the category growth do some of the work. The harder question is whether clean-label meat snacks can hold their positioning as the category gets crowded with scaled players. Full article: https://lnkd.in/gvsRjjzQ

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