Samuel AndersonManaging Partner, BevAssets, LLC · Just Pick Up The Phone 📞 | Joy 🦋 | Empowering individuals through meaningful connections, one person at a time.

Capture the Occasion #winning #beverages

3 Jan 2026 · 1 min

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Jim Beam paused production at its main Kentucky distillery as bourbon demand weakens, while tequila exports stay strong and ready-to-drink spirits grow fast. The shift is away from selling alcohol or NA drinks separately toward owning the whole drinking occasion with portfolios that span Mexican lagers, RTDs, and zero-proof options.

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Spirits are starting 2026 with both headwinds and bright spots. Jim Beam pausing production at the main Kentucky distillery for a year signals softer bourbon demand, obviously, especially on value and mid-tier SKUs. But tequila exports remain strong. RTDs was one of the fastest growing categories within spirits. Premium plus categories are still healthy, and no alcohol spirits are starting to double-digit grow through 2026. For wholesalers, that means pruning slower spirits and wine, Leaning into premium cocktail-friendly SKUs and carrying a light, credible NA spirit set so every back bar looks complete. So here's the move for January 2nd, 2026. Alcohol is still paying the bills. NA and functional are adding growth, and everybody is fighting for the same occasions. If you're a brand or a distributor, your job this year is to build the portfolios and programs that keep drinkers in your house. Whether they're ordering a Mexican lager, an RTD, an OABV Pell, L for zero-proof Nicaroni. The winners in 2026 won't be alcohol or NA. It'll be over who owns the total drinking occasion.