Patrick Jammet

Liquid Death pivots from Anheuser-Busch’s ABOne network to a slate of West Coast craft distributors as it gears up for its next phase of growth. The brand has tapped Sunset Distributing (CA), The Odom Corporation (WA), Bigfoot Beverages and Summit Beverage Distribution Co. (OR) to cover SoCal and the Pacific Northwest 🚚. The move follows its New York shift to Big Geyser and is described as an “upgrade” to support a better-for-you energy drink launch slated to hit retail in January ⚡. Leadership points to “tremendous retail acceptance,” a $1.4B valuation, and a multi-category platform spanning water, sparkling, and tea 💧📈. https://lnkd.in/gUdE87ag #BeverageIndustry #DSD #Distribution #EnergyDrinks #NonAlcoholic #CannedWater #WestCoast #CPG

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Great insights shared by Dan! Tequila RTDs: Tequila Margarita - 95% driven by higher ABV FMB Margaritas - 55% driven by lower ABV Unmet Consumer Need in Tequila lower ABV Say HELLO to Adios 👋 🍓🍋‍🟩🍓🥭🌶️ 5% ABV

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The U.S. wine category is shrinking. Bonanza Cabernet keeps growing anyway. That's worth looking at if you're in any business where the category is moving against you. U.S. wine sales fell roughly 6% in 2024 (SipSource). Wine Intelligence (acquired by IWSR) forecasts volume dropping at -2% CAGR through 2027, faster than the -1% pace from 2017 to 2022. Regular wine drinkers aged 21-34 fell from 29% of the base to 23% between 2019 and 2023. The board decks all have the same sad category chart right now. And then a $20 Cabernet from the Caymus Vineyards family just keeps taking share. According to Impact Databank, Bonanza launched at 131,000 cases in the U.S. in 2020 and has added 60,000 to 80,000 cases every year since. Double-digit volume growth. The category was falling the whole time. We dug into how. Four things stood out. 1. They priced against the occasion, not the shelf position. Bonanza lives where a weeknight steak dinner lives. Around $20. The slot was crowded but no one held it with real winemaking credibility behind them. Silicon Valley Bank's 2025 State of the Wine Industry report found the top quartile of premium wineries grew revenue 22% in 2024. The value-with-credibility window is open. Has been for a while. 2. They borrowed trust rather than building it cold. Chuck Wagner's name is on it. Decades of Caymus equity, spent carefully on a value tier without pulling the flagship down with it. That's genuinely hard to do. Heritage brands tend to hoard the halo or blow it. Bonanza did neither. 3. They dropped the rules the buyer never cared about. No vintage on the label. No single appellation. They blend across California lots to hit a consistent taste profile every time. Wine people were unhappy about this. Buyers at Costco Wholesale and Total Wine & More were not. The person grabbing a bottle on a Tuesday just wanted it to taste the same as last time. Bonanza built for that person. The consistency thing is probably the most transferable idea here for anyone building a consumer brand outside wine. 4. Supply structure did the real work. Multi-region sourcing means they buy fruit where the value sits each year. Cost structure moves with the market. A Napa-only brand at that price can't follow. The wine world sells vintage variation as romance. The grocery shopper reads it as inconsistency. Bonanza picked a side and moved on. A declining category and a growing brand at the same time. It's not rare, actually. For any team staring at a flat or shrinking market: the category number is an average. Find the occasion that wasn't priced for. Use trust you already have. Ignore the rules your customer never knew existed. What brand in your category is pulling this off? Drop it below. If this is useful, follow me on LinkedIn. We do this regularly across growth, transformation, and value creation. #WineIndustry #BrandGrowth #MarketStrategy #ConsumerInsights

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Distribution just sped up and a lot of brands are about to feel it. Pernod didn’t wait. They pulled out of RNDC and reshuffled the map overnight. Southern, Reyes, Johnson Brothers,everyone’s grabbing territory. Here’s the part nobody wants to say out loud: If you’re sitting on RNDC in those states and you haven’t made the call yet, you’re already behind. 60 to 90 days of chaos is coming. Rep turnover. Account gaps. Missed placements. And while that’s happening, the big three are locking in control. At the same time Tequila’s getting dragged through lawsuits. EU volumes are soft. And one warehouse glitch just cost retailers a peak season. This isn’t noise. This is the shift. My take: If you don’t know exactly who’s moving your product by June, you don’t have a plan. I break it all down in today’s DrinkUP Podcast Daily Industry Brief. Make the call this week. Truthfully, Sam #beverageindustry #distribution #drinkup #alcoholindustry #salesstrategy

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There’s a stage in CPG growth that doesn’t get talked about enough. You’re no longer small, but you’re not big enough to have everything figured out. You have sales, customers, a growing catalog, maybe even a team. But every new decision still feels expensive, hire, launch another SKU, increase inventory, enter another marketplace, or spend more on ads. At this stage, the challenge isn’t a lack of ideas. It’s knowing which idea deserves your next dollar. Growth isn’t always about doing more. Sometimes it’s about making fewer expensive guesses. #CPG #CPGBrands #BrandGrowth #Ecommerce #MarketplaceGrowth #CPGFounders

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