Industry Issues
NielsenIQ report find total beverage alcohol sales -3% for 2025 first half
By Jessica Jacobsen
NielsenIQ (NIQ) released “The Halftime Report,” a beverage alcohol scorecard measuring the front half of 2025. The report found that total beverage alcohol sales are down 3% year-over-year, totaling $53 billion, for the 26 weeks ending July 5, including the initial Fourth of July impacts.
For the key beverage alcohol segments (beer, wine and spirits ), the report found the following performance
Beer: -3.1% in dollars, -4.7% in volume
Wine (excluding ready-to-drink): -5.9% in dollars, -6.7% in volume
Spirits (excluding ready-to-drink): -2.8% in dollars, -3.2% in volume
The report also tracked the total ready-to-drink (RTD) with all base types combined. This segment saw dollar sales up 1.7% and volume down 3.2%.
For what’s instore for the beer category, report author Kaleigh Theriault states: “Some segments of beer, super premium and non alc, were able to find growth. Summer selling for 2025 is falling short for beer, and the next few weeks through Labor Day will have substantial impact on overall 2025 performance.”
Theriault pinpoints the trends impact wine performance. “Moderation, premiumization, and economic concerns have impacted wine this year,” she writes. “Wines, both table and sparkling, around the $20 retail price point are being recognized by retailers and suppliers as a sweet spot with consumers and shoppers as it’s a match for quality and value. Sparkling Wine above $50 is bucking declining dollar trends.”
Meanwhile, Theriault explains in the report that the spirits business continues to be impacted by the RTD market, but still has some segments of growth.
“Tequila continues to be the popular front half 2025 choice driving growth in spirits, with smaller gains in ready-to-serve, non alc spirits and cordials,” Theriault writes.
Theriault highlights the positives of RTDs, but notes flavor innovation will be important going forward.
“RTD has momentum in dollars as drinkers premiumize with Spirits RTDs,” Theriault writes. “The consumer preference for flavors is present in RTDs, but will need to go beyond traditional flavors to continue to capture the RTD audience.”
For the first half, the report notes that moderation, wellness and social movement impacted volume and value performance, adding that economic pressure and premiumization are prompting shoppers toward products that deliver on quality, convenience and value.
For the back half of 2025, the report predicts that core beer, wine and spirits will struggle reach flat growth rates, while RTDs will keep the momentum in place for beverage alcohol for revenue, but volume will likely fall short.
PepsiCo advances AI agenda
PepsiCo, Purchase, N.Y., announced plans to deploy Agentforce, the digital labor platform from Salesforce for bringing trusted, autonomous AI agents into the flow of work. Through this expanded collaboration with Salesforce, PepsiCo will leverage AI agents to manage key functions, enhancing customer support and operational efficiency, while empowering sales teams to focus on strategic growth and deeper engagement with retailers, it says.
PepsiCo is one of the first major food and beverage companies to deploy Agentforce at scale, marking an important step in PepsiCo's AI roadmap, it adds.
“AI is reshaping our business in ways that were once unimaginable,” said Ramon Laguarta, Chairman and CEO of PepsiCo, in a statement. “This collaboration with Salesforce is another step toward a more connected and adaptive PepsiCo ― deploying AI to unlock smarter and faster decision-making, fuel innovation, and power sustainable growth.”
Marc Benioff, Chair and CEO at Salesforce, added: “We are excited to see PepsiCo, a company whose products are enjoyed over a billion times a day, at the forefront of the digital labor revolution with Agentforce. Ramon Laguarta and his team are reimagining how work gets done by uniting human expertise with the intelligence of our deeply unified platform. This is a powerful testament to how AI agents are delivering real value and fundamentally reshaping customer engagement at global scale."
This collaboration will allow PepsiCo to streamline GTM and B2B processes and elevate customer service through harmonized data and intelligent AI agents, the company says.
“Embracing an AI-first world means reimagining an enterprise where humans and intelligent agents don’t just coexist, they collaborate,” said Athina Kanioura, chief strategy and transformation officer at PepsiCo. “With Agentforce, rich data is enabling better decision-making and efficiency across our organization, paving the way for a more resilient future-ready enterprise.”
Beringer Vineyards, St. Helena, Calif., announced the appointment of Margo Van Staaveren as director of winemaking, a role that expands her leadership within Treasury Wine Estates’ luxury portfolio. With 45 harvests to her name, Van Staaveren is one of the most respected figures in California winemaking, the company says. Her deep understanding of vineyard expression, blending artistry, and stylistic refinement has shaped wines of enduring prestige and character, it adds. Her expanded role at Beringer reflects a commitment to honoring the winery’s legacy while guiding it into its next chapter. “Margo’s ability to balance legacy with innovation makes her the ideal winemaker for Beringer’s next chapter,” said Matt Johnson, chief winemaker and vice president of winery operations at Treasury Americas, in a statement. “Her leadership continues to elevate our wines and inspire our teams across the North Coast and beyond.”
Once Upon a Coconut, Orlando, Fla., now available at select Gelson's Markets across Southern California. This partnership marks a milestone for the brand, aligning with Gelson's mission to deliver top-quality products and an elevated customer experience. Shoppers can now enjoy that commitment firsthand with Once Upon a Coconut's Premium, Watermelon, Pineapple, and Chocolate flavors, it says. “Gelson’s sets the standard, and Once Upon a Coconut coconut water is here to meet it — one can at a time,” said John Chiorando, CEO at Once Upon a Coconut, in a statement. “This is what upgrading everyday hydration looks like.” This launch at Gelson's is part of Once Upon a Coconut's growing retail expansion, which also includes shelf presence at CVS, Whole Foods, and Sprouts Farmers Market. The partnership with Gelson’s strengthens the brand’s reach in California, delivering bold, refreshing beverages that raise the bar for everyday hydration.
Southern Glazer’s Wine & Spirits (Southern Glazer’s), Miami and Dallas, proudly announced the expansion of its distribution agreement with Bogle Family Wine Collection to California, effective Sept. 1. This agreement encompasses the entire portfolio of Bogle’s premium wines, including the prestigious Juggernaut brand, which Southern Glazer’s also manages in Kansas, Mo., and Tennessee. Warren Bogle, President of Bogle Family Wine Collection, highlights the importance of partnering with a distributor that exemplifies world-class service and aligns with strategic goals. “As a family-owned operation, choosing a distributor that shares our values in quality winemaking and sustainability is crucial. Southern Glazer’s is the right fit to ensure our brands thrive in California and resonate with new customers,” he stated.
Boisson, New York, has announced that it is entering a new chapter with a renewed focus on long-term growth and community collaboration. In an effort to restructure its direct-to-consumer market strategy and usher the brand into its next phase of growth, the company has appointed Holly Berrigan as CEO and Hannah Delaney as president. Berrigan and Delaney previously supported Boisson as consultants, partnering with the firm's external stakeholders on marketing and strategic efforts in 2024. Arie Gurevitch, current CEO, will continue to support the team working with new and existing brands as an executive board member. In Boisson's next phase of growth, the company will emphasize customer-first initiatives like NA community partnerships, further integration with vendors, new product launches, improved transparency, and a recommitment to the values that originally defined the brand: access, quality, and curiosity in how we drink, the company says. One of the first strategic initiatives Berrigan and Delaney are implementing is a NA program for Restoration Hardware, where several Boisson products will be available for sampling
Breakthru Beverage Group, New York, and Chinola Fresh Fruit Liqueurs announced the expansion of its strategic distribution partnership in California. This move marks the continuation of a successful collaboration across Breakthru’s U.S. and Canadian footprint. The expansion will leverage Breakthru's proven brand-building capabilities to complement Chinola’s international growth strategy. “At Chinola, we are passionate about sharing the vibrant flavors and rich heritage of our handcrafted liqueurs with the world,” said Andrew Merinoff, co-founder and CEO of Chinola, in a statement. “Breakthru’s scale, expertise, and commitment to excellence have made them a valuable partner in our existing markets, and their strong presence and investment in California make this next step a natural fit. We're excited to continue our journey together and connect with consumers who are seeking unique, high-quality beverage experiences.”