This past December, we brought a few members of our team to Marina del Rey, California for Brewbound’s annual Brewbound Live event—a two-day, business-focused conference that brings together founders, executives, distributors, retailers, and industry experts from across the beer and beverage-alcohol world. With sessions covering everything from category shifts and consumer behavior to go-to-market strategy and emerging growth opportunities, Brewbound Live is one of the best places to get a clear read on where the industry is headed. For Elite, attending is about staying ahead of the curve—building relationships, bringing back insights we can put into action in Colorado, and continuing to show up as a distributor that’s committed to learning, evolving, and helping our supplier and retail partners be successful in a rapidly changing market. Check out some of the insights and key takeaways from our National Accounts Manager, John Sliter.
- THC is booming — and people are using it on different occasions than alcohol. The industry basically has until the end of 2026 to determine the category status. Hemp farmers remain very concerned in regards to planting a new crop. Presentation from Jim Halper, owner of 15 Top Ten Liquor Store locations throughout Minnesota. Jim described astonishing sales in MN and urged “Big Alc” and the balance of the 3-tier network to embrace, rather than deny, the emerging category.
- Big distributors are in “Marie Kondo mode.” Hyper-focused on top-performing SKUs and brands = SKU-RAT. They want a clear 3–5 year plan and less “SKU soup.” If it doesn’t spark joy or velocity, it’s on the chopping block.
- Gen Z vs. Boomers reality check:
– Boomers account for 37% of spend
– Gen Z is only 7%
Not shocking when most of Gen Z is under 21 and still living at home (with free rent and no beer fridge). Gen Z is the least risk assuming generation ever. Smart phones, tracking devices and risky behaviors posted to social media incent Gen Z towards low risk. They get their driver’s license and drink under-age much later in life than previous generations. - Gen Z prefers trial in bars before committing at retail. Try before you buy — very on brand.
- GLP-1s will continue impacting drinking habits more meaningfully in 2026 — something to keep an eye on, particularly in the On-Prem channel as both food & beverage consumption dwindle.
- NA is growing +21% nationally over the last 52 weeks… but still only 0.8% of total alcohol sales. Big growth, tiny base.
- Higher prices are hurting every industry right now. Alcohol is not special here.
Big Takeaway:
This is still very much a relationship business — brands, distributors, and customers all need to be aligned and connected to really penetrate the market.
Friends, Food & Drink: Terry, Sliter and Chad enjoyed pre-holiday cheer with numerous partners and industry friends: Russian River, 2 Towns Cider, Allagash, DeStihl, Alesmith, Pizza Port, Coronado, Holidaily, Whole Foods Market, Tieton, 3 Tier
