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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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