Welcome to Issue #22 of The Quench Report, the newsletter that raises a glass and delivers the latest and greatest in Beverage Alcohol and the broader Beverage category.

What’s on tap for today:

• 🔮 2026 Predictions - our crystal ball is warmed up

• 🥃 The Recent History of Rum - a category waiting to premiumize

• 🆕 Meet High Pour - THC from Bev-Alc veterans

• 🔥 Hot Jobs Worth Applying To

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WHAT’S ON TAP - UPCOMING

📊 Jan 6
• Nielsen data through Dec 27
• Circana data through Dec 28

📊 Jan 8
• Constellation Brands Q3 Earnings Call

 🔮 2026 PREDICTIONS

We wouldn't be a proper newsletter without our annual forecast. Here's what our crystal ball is saying:

Nostalgia Wave - Get ready for throwback flavors from 2014-2017 to dominate this summer. From energy drinks to THC beverages to spirits RTDs, brands are already jumping on board. If summer launches hit, expect a massive second wave by late fall.

NA's Moment Continues - NA beer is poised for another double-digit growth year. NA spirits will keep growing, albeit at a slower pace. NA wine? Still struggling to find its footing.

THC Bevs Strike Back - Federal clarity is coming (our bet spring/early summer), and with it: emergence of true national brands, an M&A frenzy, and a wave of launches from major Bev Alc players who are further along in development than you'd expect.

Craft Beer Contraction - Brace for accelerated closures as headwinds multiply - economic pressures, shifting taste preferences, debt concerns, and the fading "THC lifeline" among them.

The “Magnesium” Pivot - Watch THC brands that can't (or won't) wait to see if they'll win pivot to magnesium-focused "wellness" beverages. One or two will nail it. Most won't.

Bubbleless Goes Mainstream - More categories and brands will embrace the "less" or "no" carbonation trend in 2026. Expect to see more case cards with carbonation led messaging this year.

Alcohol's Slow Fade Continues - Consumption will continue its gradual decline, driven by health-conscious younger consumers who are simply drinking less.

M&A Heats Up (Eventually) - Expect slow activity until mid-year, then a meaningful acceleration in H2.

🥃 RUM EVOLUTION OVER TIME

For decades, Rum has felt like a category on the verge of massive disruption. The reality? It looks remarkably similar to 10 years ago. The top 5 brands haven't budged. Some premium brands gained momentum pre-COVID but have since stalled.

Check out the evolution below 👇️

🧠Our Thoughts

Premiumization Delayed? Rum hasn't climbed the premium ladder like Vodka or Tequila, but change may be brewing. Brands like Planteray and Bumbu could crack the top 10 soon.

🍺 🆕 MEET HIGH POUR

Meet Highpour, a new hemp-derived THC beverage that's bringing something different to your home bar. What makes it unique? Unlike typical THC beverages, HIGHPOUR is designed specifically for cocktail programs. Think of it as a premium mixer that delivers a gentle, uplifting buzz without the alcohol. It's crafted to be mixed with sparkling water and lime or incorporated into fresh cocktails.

The team behind it comes from bev-alc. Co-founders Daniel Barnes and Tony Gonzales bring over 35 years of combined experience building iconic beverage brands, from hard seltzers to craft spirits.

Check it out below👇️ 

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] 👇️ 

• Area VP CA/HI - Pernod Ricard - Remote

• Trade Marketing Associate - Surfside - Texas

• Associate Manager - Social Media - Sazerac - Louisville, KY

• Senior Commercial Program Manager - Sazerac - Remote

• Associate Buyer Energy / Soda - Target - MN

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]