Industry Issues
IWSR reports mixed results for global beverage alcohol industry in 2024
The beverage alcohol industry experienced a mixed 2024 with global beverage alcohol volume down 1% but value up 1%, according to data from beverage and alcohol data and insights leader IWSR, London.
In addition to the 2024 annual data release, IWSR announced the launch of two new products: the Global Forecast Suite and On-Trade Value data.
The Global Forecast Suite offers volume and value forecasts with an expanded 10-year horizon for the top markets. Using forecasts from the new product, IWSR expects $34 billion in beverage alcohol growth in the next decade across the industry’s leading markets.
IWSR’s On-Trade Value data offers the first ever cross-market view of value from a price-to-consumer perspective in on-trade venues across 20 key markets. The new product provides users with a transparent view of this critical but notoriously opaque channel.
In the 2024 data, India stood out as a key growth market, adding more than 5% in total beverage alcohol (TBA) volume and 9% in value. Growth is visible across all categories within the market, but most notably in beer and whisky.
TBA in Brazil grew just over 1% by volume in 2024 while value surged by 5%. Growing sectors included premium beer, RTDs and brandy.
No-alcohol beverages continued to display strong growth in 2024. No-alcohol beer volume was up 9%, and IWSR now forecasts that it will surpass ale to become the second largest overall beer category by volume worldwide this year.
In a statement, Emily Neill, IWSR chief operating officer, said: “Beverage alcohol growth momentum has decisively shifted toward developing markets. Our new Global Forecast Suite really lays bare the extent of the coming change, as the combination of demographic changes, shifting economic growth patterns and the long-run moderation trend in developed markets take full effect.”
Casa Azul transitions tequila production to La Roca distillery
Casa Azul, Los Angeles, is proud to announce its move to a new production home: La Roca (NOM 1646), a state-of-the-art distillery in the heart of Jalisco’s most fertile agave-growing region. La Roca was founded by renowned tequila producer Alvaro Montes and the Montes family, who are third-generation agave farmers turned distillers. The transition to La Roca marks a major milestone in Casa Azul’s ongoing commitment to craftsmanship, sustainability and innovation, the company says.
Previously crafted at Las Américas (NOM 1480), another Montes family distillery, Casa Azul is upgrading production within the family and now will be produced exclusively at La Roca. The new partnership allows Casa Azul to bring even greater intention and precision to its tequila-making process, enhancing quality and consistency from agave harvest to bottling, the company explains.
“Partnering with the Montes family and producing at La Roca is a major step forward for Casa Azul, and we’re thrilled to continue delivering the finest organic tequila to our consumers with the Montes family,” said Jorge Llauro, chief marketing officer of Casa Azul, in a statement. “This new facility enables us to craft tequila with unparalleled quality and consistency, while staying true to the values we’ve always stood for since we began with Las Américas ― integrity, transparency, and craftsmanship in every bottle.”
Alvaro Montes, founder of La Roca, added: “Casa Azul shares our family’s passion for tequila, and we’re proud to deepen our relationship through this growing partnership at La Roca. This next chapter allows us to take even greater pride in every bottle we produce. We look forward to crafting exceptional tequila together for years to come.”
Production at La Roca is underway, with Casa Azul’s first tequila from the new facility set to reach the market beginning this summer.
Andrews Distributing Co. has signed a purchase agreement to acquire substantially all assets of Southern Distributing in Laredo, Texas. Laredo becomes Andrews’ sixth Texas “Hometown” location. The new Andrews Laredo Hometown joins their Corpus Christi Hometown, creating a powerful South Texas Division delivering a combined 5.3 million cases to customers. The transaction is scheduled to close in Q3 2025. “This expansion anchors us powerfully in South Texas as we welcome the great Southern Distributing team to Andrews as our sixth Hometown,” said Mike McGuire, CEO of Andrews Distributing, in a statement. “This is a full circle moment for our family as we double down on what my father-in-law, Barry Andrews, began in South Texas 50 years ago this coming February. Now, we have the opportunity to deepen our roots in this community while continuing to uphold the family-based values the Treviño family, and our family, stand for. We’re incredibly excited to welcome the Southern team to the Andrews family.” The acquisition includes brands from key domestic, craft, import and alternative alcohol beverage suppliers including Boston Beer Company, Constellation Brands, Diageo North America, the Gambrinus Company, Heineken USA, Molson Coors, Sazerac Malt Brands, Yuengling and Pabst Brewing Company, along with select brands from Keurig Dr Pepper and Seagram’s.
Red Diamond Coffee & Tea, Birmingham, Ala., announced the promotions of Emily Wood Bowron Forehand and William A. Bowron III. These strategic appointments reflect the continued commitment of the Bowron family to the growth and future success of the Red Diamond Brand. Emily Wood Bowron Forehand will now serve as executive vice president, overseeing the operating arm of the company, including production, distribution, marketing, as well as research and development activities. William A. Bowron III (Will) has been promoted to executive vice president, and in this new role he will lead all sales efforts for the company, including Away from Home, Retail, and Ready to Drink Tea. “As a fifth-generation family business, our legacy is built on a steadfast commitment to our customers through excellence in the quality of our coffee and tea, unparalleled sales and customer service support, and world-class production capabilities,” said William A. Bowron Jr., Chairman, president and CEO of Red Diamond, in a statement. “The advancement of Emily Wood and Will into executive leadership marks a significant step forward in carrying that legacy into the future. Their proven achievements and growth in prior roles stand as a clear testament to their passion, capability, and vision for shaping the continued success of our company.”
San Diego-based Sol-ti, an innovator of organic, UV light-filtered, glass bottled beverages and supplements, announced an expansion of its SuperShot line across national retailers including Starbucks, Walmart and Target. Sol-ti is the first functional shot brand to be offered at Starbucks, reinforcing its position as a national leader in functional nutrition, according to the company. Its growing presence in Walmart and Target further solidifies the mainstream appeal of wellness for consumers nationwide. “This expansion is a significant milestone for Sol-ti and a testament to the growing consumer demand for high-quality, functional wellness products that are Bottled in Glass for purity and the planet,” said Ryne O’Donnell, founder of Sol-ti, in a statement. “We’re honored to support our retail partners as they continue to make functional beverage options more accessible to people across the country.”
Real American Beer, Tampa, Fla., announced its official launch in Pennsylvania. “We’ve had fans in Pennsylvania asking for this since day one,” said Terri Francis, CEO of Real American Beer, in a statement. “They didn’t just ask once. They followed up. They emailed. They hit our DMs. So we finally said, alright — we heard you. This beer’s for you, PA.” With this launch, Real American Beer adds Pennsylvania to its rapidly expanding national footprint — now available in 27 states and more than 15,000 retailers in less than 12 months, the company says. “When we started Real American Beer, we said we were building something for the people — and Pennsylvania, you’re part of that, brother,” said Hulk Hogan, WWE Hall of Famer and co-founder of Real American Beer. “This is a call to every backyard, every tailgate, every true American who’s been waiting to crack open a beer that actually stands for something.”
Crimson Wine Group, Napa, Calif., announced the selection of Winebow as its distributor in California, which took effect July 1. “Winebow has been a key strategic partner for Crimson Wine Group over the last five years, demonstrating exceptional market expertise and a deep commitment to growing our brands,” said Alexis Walsh, executive vice president of consumer and revenue growth, in a statement. “Expanding our partnership to California is a significant opportunity to grow our fine wine portfolio and to drive success across all channels.” Winebow currently distributes Crimson Wine Group’s portfolio in the Northeast, Mid-Atlantic and Illinois markets. With the addition of California, Winebow’s distribution of Crimson Wine Group wines will now span 11 key U.S. markets. “We are thrilled to be expanding our relationship with the Crimson Wine Group,” said Dean Ferrell, president and CEO of Winebow. “We share a common vision for growth and service in today's market, and California is of strategic importance for both of our companies.” Crimson Wine Group remains committed to supporting its California team throughout this transition. The strong partnership with Winebow will ensure a smooth process, maintain continuity and minimize disruption, the company says.