A Marketer’s Guide to Thriving in the New Beverage Alcohol Landscape

The beverage alcohol (bev-alc) industry is at an inflection point. Drinking rates in the U.S. have hit their lowest levels in nearly 90 years, consumer health perceptions are shifting rapidly, and premiumization is battling with affordability in a tighter economy. Meanwhile, distribution channels are fragmenting, and e-commerce, retail media, and on-premise activations are now competing for budgets once dominated by traditional advertising. 

For marketing leaders, the challenge is clear: How do you grow in a category where consumers are drinking less, but expecting more? 

The answer lies in reframing strategies around better, not more. Success will belong to brands that balance premium storytelling with compliance, embrace zero-proof and flavored innovation, invest in retail media, and localize activations that turn national campaigns into market-level wins. 

Today, only 54% of U.S. adults report drinking alcohol — a steep decline from nearly 70% in the 1980s. The drop is especially pronounced among women and young adults, many of whom are motivated by wellness considerations and shifting social perceptions. Even those who continue to drink are doing so less frequently and in smaller volumes than past generations. 

This trend has a clear implication for marketers: Relying on “drink more” messaging is no longer viable. Instead, the opportunity lies in repositioning alcohol as a thoughtful, intentional choice, whether that means elevating craftsmanship stories or showcasing how drinks can enhance everyday moments like book clubs, BBQs, or date nights.

Premiumization remains a defining force, but its role is evolving. Consumers are still trading up, but selectively. Flavored spirits, for example, are seeing double-digit growth year-to-date, while flavored malt beverages (FMBs) and hard seltzers continue to decline. Economic headwinds, however, mean that value tiers and private labels are simultaneously gaining traction, especially among cost-conscious shoppers. 

The implication for marketers is that brand portfolios must remain flexible. This means leaning into premium storytelling where it resonates, like through narratives of craftsmanship, sustainability, and limited editions, but without neglecting accessible formats that meet consumers in tighter spending environments. Balancing aspiration with affordability is the new mandate. 

Retail media has officially entered the bev-alc mainstream. Partnerships such as Bottlecapps integrating Instacart’s Carrot Ads, and DoorDash enabling thousands of independent liquor retailers to offer delivery are shifting the battleground. Retailers now control more consumer data, and with it, more influence over discovery and conversion moments. Enabling thousands of independent liquor retailers to offer delivery is shifting the battleground. Retailers now control more consumer data, and with it, more influence over discovery and conversion moments. 

For brands, this creates both opportunity and risk. The opportunity lies in extending campaigns into platforms where consumers are already shopping. The risk is inconsistency in creative execution and compliance across channels. To succeed, marketers must invest in omnichannel creative templates, ensure compliance guardrails are in place, and prioritize digital shelf visibility as much as traditional in-store merchandising. 

Sponsorships are no longer about logos on scoreboards; they are about immersive, multi-channel experiences. From Sagamore Spirit’s activation at the BMW Championship to Gray Whale Gin’s Fenway Park partnership, the most effective campaigns integrate live experiences with retail and digital touchpoints. 

The implication is clear: The ROI in sponsorships is not just measured in impressions, but in engagement and conversion. Successful activations are those that travel beyond the event, through mediums like fan content, retailer promotions, and social amplification, ultimately connecting the brand to both the occasion and the purchase. 

The rise of AI and e-commerce innovation is transforming distributor strategies. Breakthru Beverage Group, for example, has scaled more than $700M in e-commerce revenue while simultaneously investing in AI-driven sales enablement. This signals a future where predictive data and automation play an increasingly critical role in how bev-alc products reach consumers. 

For suppliers and brand marketers, this evolution underscores the need to work more closely with distributors. Building shared dashboards, aligning on predictive insights, and co-developing digital activations will be key to ensuring brand strategies are executed effectively at the local level. 

Based on these market shifts, marketers can no longer rely on past playbooks. To compete effectively, they need to adopt a new set of guiding principles that reflect today’s realities and tomorrow’s opportunities. These rules are not theoretical; they are grounded in: 

• The behaviors of today’s consumers 
• The expectations of regulators 
• And the capabilities of modern technology. 

Rule 1: Health perceptions can’t be ignored. Campaigns must acknowledge moderation so as to not alienate large segments of health-conscious consumers, particularly women and younger demographics who are driving the decline in consumption. 

Rule 2: Occasion is everything. Rather than focusing on volume, brands should align their storytelling to life moments — from game day celebrations to gifting rituals to wellness-adjacent social gatherings. Framing products around occasions makes them more relevant and more likely to earn a place in the consumer’s repertoire. 

Rule 3: Compliance is brand protection. With the rapid growth of retail media and e-commerce, clear disclaimers, age-gating, and standardized creative assets are essential. Compliance must be woven into the creative process, not treated as a final checkpoint. 

Rule 4: Local beats global. National campaigns set the tone, but execution wins at the local level. For distributor partners, retailers, and consumers, the activation they see in their market defines the brand. Tailoring national initiatives to resonate locally is critical to relevance and conversion. 

Rule 5: Technology is the multiplier. AI, automation, and retail media aren’t just tools. They are the accelerants that allow brands to optimize spend, personalize at scale, and connect siloed data. Marketers who embrace these levers will move faster and prove ROI more effectively. 

To navigate this evolving marketplace, marketers need to move from reactive tactics to proactive strategies. The following opportunities represent the clearest paths forward, offering both near-term wins and long-term growth. Each is rooted in consumer behavior shifts, industry innovation, and the brand-to-local dynamics that define bev-alc success. 

1. Premiumize with Purpose

Premiumization remains a powerful driver, but it only works when paired with authentic storytelling. Brands should spotlight craftsmanship, sustainability, and limited editions to justify higher price points. For example, in a new interview, Nacho Del Valle, Bacardi heir and regional president, made it clear: the spirits slowdown may rattle others, but not them. 

Thanks to its private ownership, Bacardi is refusing to sell off brands or pivot from its long-term growth strategy. Instead, it’s doubling down on premiumization, innovation within its core portfolio, and fearless positioning against much larger rivals. While others retrench, Bacardi’s message is clear: stand tall, stay bold. Pairing these stories with strong digital shelf presence and premium in-store POS ensures they resonate across channels. 

2. Ride the Zero-Proof Wave

Non-alcoholic and low-ABV beverages are no longer niche; they are mainstream options embraced by health-conscious consumers. Instead of viewing zero-proof as competition, brands should treat it as an extension of their portfolio. Positioning these products as complementary options allows consumers to stay within the brand family, even when they choose not to drink.

3. Master Retail Media

The grocery Retail Media Network (RMN) is already important for driving brand awareness at places like Kroger, Walmart, and Albertsons. But with Instacart, UberEats, and DoorDash reshaping how consumers discover products, retail media is now essential to bev-alc marketing. Brands that scale creative templates across thousands of retailers will gain both efficiency and visibility. Solutions like Ansira Create can provide the compliant ads and product templates needed to ensure every digital shelf tells the right story.

4. Activate Sponsorships Locally

National sponsorships only realize their full ROI when amplified at the local level. Stadium activations should extend into distributor promotions, retailer POS, and digital storytelling that fans can engage with long after game day. Ansira X helps orchestrate these multi-channel activations, ensuring consistency and compliance across touchpoints.

5. Align with Distributor Innovation

Distributors are becoming more sophisticated with AI, predictive analytics, and e-commerce capabilities. Brands that align with these innovations through shared dashboards and localized training will see stronger execution. Ansira Incent supports this alignment by motivating distributors and retailers to deliver against shared KPIs.

The shifts reshaping the beverage alcohol industry aren’t just theories — they’re playing out in real time through brands and distributors that are experimenting, innovating, and rethinking how they connect with consumers. The following case studies spotlight how leaders across the category are applying new rules of engagement, from localized sponsorships to retail media expansion to digital transformation. Each example offers practical lessons that marketers can adapt to strengthen brand-to-local execution.

Sagamore Spirit’s Golf Sponsorship

Sagamore Spirit made a bold hometown statement as the Preferred Whiskey Sponsor of the 2025 BMW Championship in Maryland. Their activation went far beyond logo placement, weaving the brand into the fan experience through signature cocktails, branded décor, and premium hospitality spaces. The result was a sponsorship that felt authentic, immersive, and deeply tied to Maryland pride — a lesson in turning visibility into meaningful engagement. 

Gray Whale Gin at Fenway Park

Gray Whale Gin secured a multi-year sponsorship as the official gin of the Boston Red Sox, launching with a Fenway-inspired cocktail, the Gray Monster. By tying the brand’s eco-conscious positioning to the heritage of Fenway Park, Gray Whale created a sponsorship that resonated both with fans and with its sustainability-minded consumer base. The opportunity now lies in extending this activation beyond the ballpark, ensuring that fans can find and enjoy Gray Whale long after the final inning. 

Breakthru Beverage Group’s Tech Transformation

Breakthru Beverage Group is redefining what it means to be a distributor in the digital age. With new leadership focused on AI literacy and e-commerce innovation, Breakthru is scaling $700M+ in online revenue while experimenting with next-gen tools like agentic AI. Their investment in technology underscores a broader industry trend: Distributors are no longer just logistics partners but growth drivers. Brands that align with these digital shifts will gain a competitive edge in execution. 

Bottlecapps + Instacart Carrot Ads

Bottlecapps, the white-label e-commerce platform serving more than 1,300 alcohol retailers, recently partnered with Instacart to integrate Carrot Ads into its network. This move expands retail media opportunities for brands, allowing them to extend campaigns seamlessly across Bottlecapps-powered storefronts. For marketers, it’s a clear signal that retail media is no longer optional — it’s becoming table stakes. Success here requires creative consistency, compliance rigor, and the ability to scale messages across every point of purchase without losing brand integrity. 

The beverage alcohol industry is at a crossroads. Consumption is declining, but expectations for brand relevance, innovation, and responsibility are higher than ever. Retail media, technology, and shifting health perceptions are rewriting the rules of engagement, while premiumization and occasion-based marketing present powerful opportunities for those willing to adapt. 

The path forward isn’t about asking consumers to drink more. It’s about helping them drink better. That means positioning products as part of meaningful occasions, leaning into craftsmanship and authenticity, and ensuring every activation resonates both nationally and locally. It also requires embracing compliance as brand protection and viewing technology as a multiplier, not a disruption. 

For marketers, the imperative is clear: The brands that thrive will be the ones that connect strategy to execution, align with distributor innovation, and meet consumers where they are, whether that’s in the stadium, on the digital shelf, or through a zero-proof cocktail shared with friends. By embracing these shifts now, beverage alcohol brands can move from reacting to change to leading it. 

At Ansira, we help beverage alcohol brands and distributors turn complexity into opportunity. From channel marketing strategy and sponsorship planning to retail media execution and audience research, our solutions connect the dots between brand promise and local delivery. 

Ready to see what’s possible? 

• Explore how Ansira Attract helps you optimize campaigns that convert. 
• Learn how Ansira Incent drives partner engagement and measurable returns. 
• See how Ansira X builds smarter audiences unifies data, creative, and compliance at scale. 

Let’s start a conversation on how to future-proof your brand-to-local marketing strategy. Contact us today. 

1. Gallup, “Alcohol Consumption in the U.S. Hits Record Low,” 2025. 
2. Bump Williams Consulting, BevAlc Category Report, 2025. 
3. Harris Poll, “Shifting Consumer Health Perceptions,” 2025. 
4. NBWA, “Breakthru Beverage Group Bets Big on AI & E-Comm,” 2025. 
5. Beverage Daily, “Flavored Spirits Outperforming RTDs,” 2025. 
6. Instacart Press Release, “Carrot Ads Expands via Bottlecapps Partnership,” 2025. 
7. Sports Business Journal, “Sagamore Spirit Signs On as BMW Championship Sponsor,” 2025. 
8. Boston Globe, “Gray Whale Gin and the Red Sox Team Up at Fenway Park,” 2025. 
9. DoorDash + NRS Partnership Announcement, 2025. 

David Garsh

Senior Director, Client Strategy

Dave is a seasoned marketing leader with 15+ years of experience in B2C marketing and performance media, with a strong focus on the beverage alcohol industry. Blending creativity with strategy, he is passionate about designing people-first, digitally-driven customer experiences that inspire loyalty and drive sustainable growth. Dave is also recognized for his ability to uncover and activate innovative partnerships and sponsorships, helping brands stand out in competitive markets.