Beverage Alcohol: Gloom and Doom versus Irrational Exuberance
Traditional beverage alcohol categories repeatedly faced 'death' predictions yet persisted, while newer RTD segments rose rapidly and later faded, illustrating cyclical market shifts.
Alternative adult beverages (AAB), including RTD spirits, FMBs, and cannabis beverages, captured the largest share of adult beverage servings and have outperformed traditional categories.