Скачать или смотреть The Shift That Defined Drinks in 2025

As we wrapped up our year-end recap episode on Business of Drinks, one idea from the very start of 2025 really came into focus.

We talked back then about moving into a post-base future — where people care less about wine vs. beer vs. spirits vs. non-alc, and more about where a drink fits into their life.

By the end of the year, that shift was everywhere.

The brands growing right now are winning by anchoring to occasion, not category.

You see it clearly in alcohol:
• BeatBox at parties
• Une Femme Wines on Delta flights
• Barefoot TetraPaks at football tailgates

Consumers aren’t choosing drinks by base anymore. They’re choosing by moment — and then toggling across alcohol, non-alc, functional, and THC as needed.

That’s the operating reality heading into 2026.

#BusinessOfDrinks #DrinksIndustry #OccasionBasedDrinking #BeverageAlcohol #BrandStrategy #ConsumerInsights #ThreeTierSystem

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Erica Duecy, co-host:
Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.
LinkedIn:   / erica-duecy-4a35844  
Instagram @ericaduecy

Scott Rosenbaum, co-host:
Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.
LinkedIn:   / scott-m-rosenbaum  

Caroline Lamb, contributor:
Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.
LinkedIn:   / caroline-bork-lamb  
Instagram @borkaline

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