Giving context to top news from across alcohol through the reporting and research we've conducted at Sightlines:

1. Beer produced and sold in the U.S. continues a downward trajectory. Latest data from the Beer Institute shows that between May and July, American breweries declined 10 million barrels compared to the same time frame a decade ago. So, what’s the cause? It’s easy to point at cannabis or the “sober-curious,” but we’ll give proper context for what’s going on.

The Narrative About Gen Z Drinkers is Wrong

https://www.sightlines.news/analysis/the-narrative-about-gen-z-drinkers-is-wrong

Sales Data and Research Explains Cannabis Consumers and Lack of Impact on Alcohol

https://www.sightlines.news/analysis/sales-data-and-research-explains-cannabis-consumers-and-impact-on-alcohol

Context Behind Gallup's Latest Polling on Alcohol

https://www.sightlines.news/analysis/context-behind-gallups-latest-polling-on-alcohol

2. While beer slumps, FMBs and RTDs dominate. Across beer, wine, and spirits, “4th category” brands are actually slowing losses as consumers find new kinds of drinks and flavor experiences that give them what they want. We’ll explain the current and long term impact of what this means.

What the Fastest-Growing RTD Brand Teaches Us About Space, Speed, and Staying Power

https://www.sightlines.news/analysis/what-the-fastest-growing-rtd-brand-teaches-us-about-space-speed-and-staying-power

3. Discover the opportunity in draft sales. While kegged beer sales lag pre-pandemic levels, thousands of open draft lines across the country present the chance for new revenue, no matter what gets poured. The Sightlines team previews upcoming insights about why this matters. Subscribe to get these insights in your inbox: https://www.sightlines.news/sign-up

A summary of reporting and research we've conducted at Sightlines in recent weeks:

1. Michelob Ultra will become the #2 beer in America by dollar sales this year, overtaking Bud Light and trailing only Modelo Especial. Bryan clocked this back in March 2022, for what it’s worth.

Sightlines previewed this change in March 2022 and recently shared context about how and why Michelob Ultra found this new level of success.

https://www.sightlines.news/analysis/branding-lessons-from-michelob-ultras-lap-of-bud-light

2. Monster’s Alcohol Brands – which includes The Beast Unleashed, Nasty Beast Hard Tea, and various craft beers and hard seltzers – also took a hit, with decreasing FMB volumes pushing net sales down -31.9% to $41.6 million, from $61 million in Q2 2023.

Sightlines offered an in-depth look at what’s going on in convenience stores and how these retails spaces influence consumers elsewhere: https://www.sightlines.news/analysis/c-store-behaviors-influence-shopping-across-all-retail

3. Multigenerational Homes
The Sightlines team previews upcoming insights about one of the key demographic changes in America: the rise of multigenerational households. Hear about why this matters and subscribe to get these insights in your inbox:
https://www.sightlines.news/sign-up