Welcome to Issue #21 of The Quench Report, the newsletter that raises a glass and delivers the latest and greatest in Beverage Alcohol and the broader Beverage category. We are finally old enough to have a pint!

What’s on tap for today:

• 🍷 Another Week Another Wine Brand Changes Hands - This Time Mumm Napa

• 🥃 The Recent History of Vodka

• 🆕 Meet Super Lyte

• 🔥 Hot Jobs Worth Applying To

  Was this email forwarded to you? Subscribe below to get your own.

WHAT’S ON TAP - UPCOMING

📊 Dec 23
• Nielsen data through Dec 13
• Circana data through Dec 14

 🍷 MUMM NAPA CHANGES HANDS

Another week, another wine M&A transaction. Pernod Ricard is selling its iconic premium sparkling wine brand, Mumm Napa, to Trinchero Family Estates.

Few facts about Mumm:

• Mumm Napa is the 8th largest domestic sparkling brand in the U.S.

• Mumm has seen some softness in the past few years - the brand is down nearly 20% since 2021.

• Mumm was Pernod Ricard’s largest brand in the U.S. - representing approximately 25% of U.S. volumes.

Check out where Mumm Napa fits in Domestic Sparkling below: 👇️ 

🧠Our Thoughts

For Pernod Ricard: Divesting your largest U.S. brand signals strategic repositioning. Mumm Napa was likely the most valuable asset in their domestic portfolio and was certainly the largest. With both Pernod Ricard and Treasury Wine Estates making significant portfolio moves in recent weeks, pressure is mounting on large international suppliers in the U.S. market. More exits are likely ahead.

For Trinchero: Smart acquisition. While Mumm adds only ~2% to total U.S. volume, it delivers two strategic priorities: premiumization and sparkling category entry (currently minimal exposure). The brand's recent softness also suggests that Trinchero may have secured favorable deal terms.

Bottom Line: When major players start shedding their top assets, it's rarely a sign of strength. Watch this space.

🥃 VODKA EVOLUTION OVER TIME

Ten years ago, Tito's barely cracked the top 10 vodkas in the U.S. Today, it dominates the category.

But Tito's story is just one chapter in vodka's massive transformation. The real story: a complete reversal in domestic vs. import performance and an accelerating premiumization shift that's reshaping the entire category. Check out the evolution below 👇️

🧠Our Thoughts

Domestic Takeover: Domestic vodka gained nearly 10 million cases this decade while imports lost 5 million, a 15 million case swing. This isn't one brand's success story; it's the systemic decline of the import segment. Only 1 of the top 5 imported brands grew over the past decade (Ketel One, and barely). The question: Can imports ever recover, or is "made in America" permanently winning in vodka?

Premiumization Acceleration: A decade ago, vodka was split 50/50 between economy and premium. Today, premium+ represents two-thirds of category volume, a complete tier shift in just 10 years. Consumers who once bought bottom-shelf are now buying mid-tier or better. The entire category is trading up.

Bottom Line: Tito's didn't just win, it redefined what American vodka could be. The brands that followed domestic and premium trends thrived. Those who didn't are fighting for survival.

🍺 🆕 MEET SUPER LYTE

Surfside parent company Stateside just launched Super Lyte, an RTD inspired by classic sports drink flavors.

The bet: millennials and Gen Z will pay premium prices for the Gatorade flavors they grew up drinking.

But will nostalgia translate to sales? Check it out below👇️ 

🧠The Product Liquid Profile:

• 4.5% ABV (matches Surfside)

• 90 calories (10 fewer than Surfside)

• Zero sugar (vs. 2-3g per can for Surfside)

• Non-carbonated

• Launch Flavors: Fruit Punch, Orange, Lemon Lime, Blue Magic

• Pricing: $17.99-$19.99 per 8-count variety pack (line-priced with Surfside)

The Nostalgia Play Is Obvious: These four flavors mirror Gatorade's top sellers from a decade ago, almost exactly. Stateside is banking on LDA consumers who remember chugging these after middle school soccer practice.

The Question: Does Nostalgia Work in RTDs? Not sure - but we will be watching closely.

THIS WEEK’S HOT JOBS IN BEVERAGES

These roles came to us via personal recommendations (not public job boards). Want your open role featured? Email: [email protected] 👇️ 

• Key Account Manager - Kroger - Peaklign - Brooklyn, NY

• Sr. Associate Brand Manager - Sazerac - Atlanta, GA

• Brand Manager - Justin - Los Angeles, CA

• Content Strategist - Good Boy Vodka - Remote

• Distributor Sales Executive - Molson Coors - Chicago, IL

• Market Manager - Cazcanes Tequila - Tampa, FL

• Area VP CA/HI - Pernod Ricard - Remote

THANKS FOR READING

The Quench Report is a free weekly newsletter from Thirsty Insights, a beverage alcohol consulting company that serves top clients in strategy, insights, and analytics.

Any questions, please email us at [email protected]