Much has been written about the acceleration of declines in beer during 2025 along with spirit ready-to-drink (RTD) growth and wine softness. In fact, Suntory and Pernod have/are establishing separate route-to-market organizations for RTD spirits. At the same time, ABI has become a major player in the space and emerging brands like Surfside are projecting more than 10 million cases for its business.