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RTDs, THC drinks, NA growth, Gen Z’s return to alcohol, and the RNDC→Reyes CA shakeup—what’s next for 2025? Insights from Uncle Nearest, Booze Biz & Business of Drinks 🎙️ ⁨@ThirstyThursdaysat3PMEST⁩

Watch here on YouTube! https://youtu.be/NJwLcZqJ9Cs

This quarter’s Thirsty Thursdays roundtable brings Kate Jerkens (Uncle Nearest), Caitlyn LuBell (Booze Biz), and Erica Duecy (Business of Drinks) to decode what’s really moving the beverage market in 2025.

🔍 What we cover

Macro pressure vs. “non-essential” spend: Rising student/auto debt and delinquencies are squeezing discretionary purchases—especially for younger consumers.

Gen Z is drinking again: New IWSR Bevtrac data shows Gen Z alcohol participation rebounding toward other cohorts.

NA momentum (esp. beer): No-alcohol leads no/low with ~+7% volume CAGR through 2028; NA beer is surging globally.

THC beverages 101: Rapid retail growth (hemp-derived and dispensary channels), dosage strategy (2–5mg “sessionable” vs. 10mg “value”), and the Farm Bill/regulatory watch.

Distribution shakeup: RNDC exits California; Reyes and mid-tier distributors step in—opening doors for some brands and bottlenecking others.

Functionality as table stakes: Hydration, adaptogens, gut-health cues, and mood-positioning (“calm/energy/focus”) now drive trial—especially in NA/THC.

💡 Takeaways

Follow the consumer, not the category: RTDs, NA, and THC are winning because they fit occasions (casual, at-home, brunch, “zebra striping”).

Plan for compliance volatility: THC bevs = opportunity + regulatory risk. Track state rules and the Farm Bill timeline.

Rethink route-to-market: Mid-sized distributors can give brands real focus post-RNDC, but onboarding capacity is tight.
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CTAs:
• 👍 Like if you value real-talk data.
• 💬 Comment: Where’s your 2025 bet—RTDs, NA, or THC?
• 🔔 Subscribe for quarterly roundtables and weekly briefs.
• 🔗 Share with your sales/marketing team.

Subscribe for data-driven beverage insights every Thursday @3pm ET, drop a comment with your 2025 category bet, and share this with a colleague who needs the update.

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🍇 Meet Washington Syrah winemaking legends as they debate terroir, clone selection, barrel vs. stave aging & NA wines! Winemaker gold right here 🎯 ⁨@ThirstyThursdaysat3PMEST⁩ #Syrah #winetalk

🎙️✨ In this epic winemaker roundtable, Jessie Ott sits down with Washington Syrah royalty including David Rodriguez, Trey Busch, Caleb Foster, Bob Betz, and Dichotomy Wines.

🍷 The crew covers:
🔬 Clone selection & vineyard elevation tricks
🪵 Barrel aging vs. staves — winemaker hot takes!
🌍 Terroir & the soul of Syrah
🚫 Why NA wine still "misses the point"
🍇 Whole cluster fermentation & stem inclusion
🎧 Vinyl labels & vineyard storytelling

🔥 Top Takeaways:
The Rocks District Syrah is instantly recognizable 🪨
Clone and site matter more than most drinkers realize 📍
Winemakers are NOT sold on non-alcoholic wine 😬
Rootstock vs. own-rooted vines: a passionate debate 🌱
💬 "If you're using staves in stainless, you're just adding flavor—not transformation."

This episode is a must-watch for wine lovers, sommeliers, and industry insiders. 🎯

🍷 This is the Washington Syrah conversation you didn’t know you needed! Jessie Ott of @ThirstyThursdaysat3PMEST hosts a powerful LIVE roundtable with some of the GOATs of West Coast winemaking—David Rodriguez, Trey Busch, Bob Betz, Caleb Foster & Jarred & Rosie Signer-Jenner.

From clone selection and vineyard elevation to stave vs. barrel aging, and even the impact of rootstock and whole-cluster fermentation, this is winemaking geekery at its finest! 🤓💥

Plus: brutal honesty on non-alcoholic wines 😬, the secrets behind The Rocks District 🍇, and why Washington Syrah needs its own Sideways moment.

Whether you're a sommelier, wine nerd, or casual drinker—this episode delivers 🔥 insight, laughs, and storytelling gold. 🎙️🍷

Welcome to Thursday Thursdays at 3 p.m. Eastern Standard Time hosted by Jessie Ott where she talks about **beverage innovation**. She interviews pioneers from **agriculture** to glass and invites listeners to subscribe for new episodes. This podcast is all about the **drink** industry and explores subjects from **farming** to the finished product. Make sure to subscribe for more!

#thirsty #thirstythursdays #fnbinnovation #WashingtonSyrah #SyrahInWashington #Winemaking2025 #WinePodcast #SyrahSecrets #TerroirExplained #AVADeepDive #WinemakerWisdom #WholeCluster #BarrelVsStave #PhelpsClone #OldVineSyrah #NextGenWinemakers #WineInnovation #WashingtonWine #WallaWallaSyrah #RattlesnakeHills #SnipesMountain #SyrahStory #WineAndClimate #GenZWine #WineEducation #PodcastWine #WineTrends #WineYouTube #WineTech #FoodAndBeverage #AVATales #WineInsights #SyrahRoundtable #Vinification #WineFuture #CraftWinemaking #ModernWine #WineDebate #WineryLife #WineCommunity #WineCulture #SyrahLovers #WineGeeks #WineMarketing #BeverageInnovation #GenZMarketing #WineCollaboration #LiquidOnTheLips

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Live tasting with 5 top Washington Syrah winemakers discussing terroir, clones, staves, high‑altitude vineyards & vintage trials 🍇 Watch with ⁨@ThirstyThursdaysat3PMEST⁩

Youtube: https://youtu.be/DDyejw2eqX8

📌 Summary:
In this episode, I hosted a Washington Syrah tasting featuring five winemaking legends: Bob Betz MW, David Rodriguez, Trey Busch, Rosie Signer‑Jenner & Caleb Foster. They poured their signature Syrahs and went deep into vine clones, site selection, barrel vs. stave aging, trellising influence, stem inclusion, Rocks District terroir, and why Washington Syrah still flies under the radar.

Takeaways:
🌍 WA Syrah blends altitude, sandy loess & cobble soils for unique savory, earthy, floral notes
🧾 Oak staves add flavor—but barrels remain essential for stabilizing wine
🌿 Whole cluster fermentation adds spice & freshness—mirroring Northern Rhône style
🚜 Vineyard choices (trellis, rootstock, block trials) deeply shape final flavor
🎯 WA winemakers are fearless experimenters—cloning, harvesting earlier, terroir expression

CTA:
🍷 Want to taste along? Grab these wines or barrel samples via show notes!
💬 Comment your dream Syrah pairing or favorite WA bottle

🔖#thirsty #thirstythursdays #fnbinnovation #WashingtonWine #Syrah #WallaWalla #RocksDistrict #WashingtonSyrah #WinemakersRoundtable #WineTasting #WineIndustry #WineEducation #WineInnovation #BetzWinery #Enodav #DichotomyVineyards #SleightOfHandCellars #GunpowderCreek #StonyVine #TerroirDriven #WholeClusterFermentation #OakStaves #WinemakingTechniques #VineyardTrials #WineYouTube #MasterOfWine #SyrahLovers #WAWinemakers #CannedWine #Viniculture #VineyardStories #CraftWine #SmallProduction #TastingRoomTalk #WineCommunity #VineyardDiversity #ExperimentalWine #WineStorytelling #ViralWineTasting #WineTrendsetters #Shorts #viral #viralshorts #shorts #foryou

Welcome to Thirsty Thursdays, where Jessie Ott explores **wine tasting** with experts from Washington! This episode features an in-depth look at **wine flavors** and **winemaking**, emphasizing the distinctive qualities of **Washington wine**. Discover insights into **wine education** and production straight from the **vineyard**.

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📢I talk🎙️with Bourcard Nesin, of VP of Beverages of Robobank and Host of Liquid Assets👏🍷 🎇 🎉 ✨ 👏 🥂 😁

“The Great Disconnect?”

📹 Or watch on YouTube: https://youtu.be/pkpWJLFHrd8

We’ve all heard the headline: “Gen Z is drinking less.” But beneath that clickbait is a more complex—and more urgent—story. On this episode of Thirsty Thursdays, I sat down with Bourcard Nesin, VP of Beverages Research at Rabobank, to ask: What’s actually driving this generational shift? His answers were eye-opening, data-backed, and refreshingly honest.

✅ Gen Z isn’t anti-alcohol—they’re just not showing up to the party.
Isolation, delayed independence, and over-parenting have disrupted the social environments where alcohol typically thrives.

✅ Health isn’t the full story.
Saying “I care about my health” doesn’t mean someone is healthy—it may mean they’re already experiencing issues.

✅ Cannabis is not the enemy. Loneliness is.
Bourcard argues that alcohol’s real competition isn’t THC—it’s a cultural shift away from shared experiences.

✅ The industry’s blind spot: Identity.
Young consumers today are more likely to be women or people of color, yet most marketing still targets legacy demographics.

✅ Advice for brands? Stop chasing volume. Start building meaning.
Whether it’s RTDs or wine, storytelling and cultural alignment matter more than SKU count.

Why It Matters:

The U.S. beverage alcohol industry is in its worst decline in decades—and it's not just cyclical. As Bourcard puts it, “The goal isn’t growth. It’s survival.” If your brand isn’t thinking differently (and inclusively), you're already behind.

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📢I talk🎙️with KC Hensley, of Momo's Michelada Mix👏🍷 🎇 🎉 ✨ 👏 🥂 😁

Just in time for International Michelada Day on July 12th!!

From bootstrapped beginnings to statewide success, KC Hensley shares how a trip to Nicaragua inspired Momo’s Michelada Mix — a tomato-free, top-rated drink that’s shaking up bars across Texas. 💥

In this episode of Thirsty Thursdays, Jessie Ott and KC talk:

• The origin story of Momo’s (and its “Stupid Rim Salt” 🤯)
• Why tajín can ruin a michelada
• What it’s like launching a CPG startup during a pandemic
• Tips for entrepreneurs, bartenders, and cocktail creators
• How Whole Foods came knocking
• KC’s early "business" renting his dad’s VHS tapes (yep, you read that right 😂)

🔗 Shop Momo’s: https://www.momosmicheladamix.com
📍 Find it near you: Store locator on the website
📅 Michelada Day is July 12th – celebrate with the good stuff!

—

🧃 Follow @ThirstyThursdaysat3PMEST for more bev-industry stories, tastings, and founders shaking up what we sip.

#micheladamix #momosmichelada #bevindustry #drinktrends #founderstory

📌 Keyword Tags

Momo’s Michelada, KC Hensley, michelada mix, stupid rim salt, bartender startup story, tajin michelada, tomato-free michelada, craft cocktail trends, Austin beverage brands, beer cocktail, Thirsty Thursdays podcast, drink entrepreneur, Whole Foods beverage startup, Texas CPG founders, michelada tasting, rim salt alternatives, startup beverage story, drink mix innovation, Latina founder tribute, military to mixology

🔥 Hashtags

#MicheladaMix #StupidRimSalt #DrinkBetter #TexasDrinks #AustinStartup #LatinoOwned #FemaleInspired #CPGStartup #DrinkDifferently #BartenderLife #MicheladaDay #TomatoFreeCocktail #FoundersPodcast #ThirstyThursdays #MicheladaMovement

“Michelada mix without tomato”

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📢I talk🎙️with Jeff Foss, of Suavecito Tequila👏🍷 🎇 🎉 ✨ 👏 🥂 😁

Watch the Premiere Here @ 3PM EST May 22!

From agave farm to Total Wine top seller 🌱🥃 — discover how Suavecito Tequila went viral with zero additives, full sustainability & no celebrity hype! #FNBinnovation @ThirstyThursdaysat3PMEST

Jeff Foss of Suavecito Tequila joins Jessie Ott on 🎙️ Thirsty Thursdays to share how a family-run tequila brand grew from a failed agave sale to a national bestseller—with zero shortcuts. 🌟

The momentum gamechanger was giving Suavecito to all 72 Emmy Award Winners in the volume started to double, triple, etc...and was picked up in all Total Wine Stores all over the US. Great exposure for an amazing brand.

🌟 Key Takeaways:
🌱 The origin story: from agave farm to tequila pivot during the 2008 recession
🔥 Why they use agave nectar (not sugar) to create a smoother, additive-free spirit
🧪 Aged longer than industry standards: 8-month Reposado, 2-year Añejo, 5-year Extra
🌍 Eco-friendly distilling: worm composting & zero-waste production
💼 Growth strategy: how Total Wine helped them scale to 32 states
🧠 No celebrity endorsements—just grassroots hustle & great tequila

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📢I talk🎙️with Christy Serrato, CEO and Founder of PairAnything👏🍷 🎇 🎉 ✨ 👏 🥂 😁

Discover how Christy Serrato turned her love of Filipino cuisine into a tech-powered wine pairing startup 🍷🔥 Learn how PairAnything is changing the wine game with personalization!

In this Thirsty Thursdays episode, Jessie Ott sits down with Christy Serrato, founder of PairAnything 🍷💡 From delivering pizzas to launching AI-powered retail tech, Christy’s story is a masterclass in innovation, culture, and hustle.

🎯 Top Takeaways:
🚀 How a UC Davis pitch and Filipino dish inspired a tech startup
🍽️ Why personalization is the future of wine retail
🧠 AI, machine learning & wine: explained simply
🤝 Building tech with your customers, not for them
💥 Retailers + wineries win when you connect the dots

📣 Call to Action (CTA):
If you love wine, tech, and founder stories that actually matter, hit that subscribe button and drop a 🍷 in the comments!

🔔 Don’t miss more inspiring founders on @ThirstyThursdaysat3PMEST — Subscribe now!

PairAnything

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📢I talk🎙️with Jon Macaskill about his Navy and SEAL service and his transition to Mindfulness Coach, Dad, and Podcast Host! 👏🍷 🎇 🎉 ✨ 👏 🥂 😁 You can have him as a personal coach or team leadership coach as well as learn Mindfulness on his Podcast ​ ⁨@mentalkingmindfulness⁩

Text Mindful to 33777 to reach Jon!

Or via his Website: https://frogmanmindfulness.com/

Join Navy SEAL-turned-leadership coach Jon Macaskill 🇺🇸 as we dive into emotional fitness, grit, and elite training 💪. Veteran stories, mindfulness & more! 🎙️ @ThirstyThursdaysat3PMEST

In this powerful episode of Thirsty Thursdays, I sit down with former Navy SEAL Jon Macaskill 🎖️, now a leadership coach, mindfulness advocate, and podcast host. From underwater demolition to inner healing, Jon shares his inspiring path from elite operator to emotional educator.

🎯 Top Takeaways:
🎖️ What it really takes to become a Navy SEAL — from Hell Week to BUD/S
🧘 The role of mindfulness and emotional intelligence in high-stress careers
🧠 How to pivot from military life to entrepreneurship
🌍 Life lessons from Bahrain, deployments, and leadership
🎙️ Launching a successful podcast: Men Talking Mindfulness

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