Mich Ultra’s Silent Majority

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A summary of reporting and research we've conducted at Sightlines in recent weeks:

1. Michelob Ultra will become the #2 beer in America by dollar sales this year

The lifestyle brand has overtaken Bud Light and trails only Modelo Especial. We clocked this back in March 2022. Sightlines previewed this change in March 2022 and recently shared context about how and why Michelob Ultra found this new level of success. Read our latest coverage.

2. Monster’s alcohol and energy brands

This includes The Beast Unleashed, Nasty Beast Hard Tea, and various craft beers and hard seltzers – also took a hit, with decreasing FMB volumes pushing net sales down -31.9% to $41.6 million, from $61 million in Q2 2023. Sightlines offered an in-depth look at what’s going on in convenience stores and how these retails spaces influence consumers elsewhere.

3. Multigenerational homes

The Sightlines team previews upcoming insights about one of the key demographic changes in America: the rise of multigenerational households. Hear about why this matters and subscribe to get these insights in your inbox.