In this episode of The Gist podcast, Michael Kiser and Kate Bernot explore America’s massively successful campaign against underage drinking, and what it means for broader trends in alcohol consumption. 

Study after study and survey after survey indicate that teenagers today are drinking at vastly lower rates than prior generations. This is unequivocally a good thing. What’s more complicated, however, is what this means for newly legal drinkers—those in their early to mid-20s. 

There’s evidence to suggest that today’s young people are simply taking longer to mature, and not just when it comes to alcohol. They’re driving less, having less sex, staying home longer, and waiting to get jobs. In this conversation, Michael and Kate consider how alcohol brands need to shift their assumptions about young people, and offer ways to reclaim the maturation ritual that turning 21 once marked.

Beverages on the intoxicating end of the functional spectrum have never been more varied - and neither have the experiences and relavitve cognitive dissonance of attending their major industry conferences. The narratives around what does and doesnt’ connect with consumers, and what’s driving growth is often over simplified, biased toward regulation and politics, and more often than not, shockingly out of touch with how it all transaltes, or doesn’t to the end consumer’s experience. 

Every beverage category exists in a bubble of sorts - but that doens’t have to be the case. At Sightlines.news, we work hard to show insights that hold true across categories, driven by consumer data and insights, and help our subscribers find their way through the narratives and noise. 

Now depending on the conference you’re at, your mileage may vary. But increasingly we’re seeing more conversations that are cross-category where producers and value chain partners are informing each other, and learning from a broader set of perspectives. 

Today, me and Sightlines Kate Bernot download about recent expriences at the craft brewers confernce and various guilds, as well as the ebev confernece in Indianapolis about some of the topics we’re overheading, and in some case leading the coveration on. 

The country’s third-largest wine supplier wants out of the category.

Geographic and demographic insights on hemp-derived THC users.

All is not lost for wine.

The U.S. Surgeon General takes aim at Americans’ perception of alcohol.

Tariffs are back on the table that could impact beer, wine, and spirits.

The lasting impact of day drinking, how falling cannabis prices can help alcohol, and why you need to know about multigenerational households.

Better understand the THC consumer, discover why everything is about energy now, and how much non-alcoholic beer is enough?

What happens when leaders start taking a consumer-led point of view?

The declining, American-made beer, what’s in store for alcohol’s 4th category, and why you need to start rethinking about opportunities in the on-premise.

A new top beer, Monster's sales struggles, and multigenerational households.