Alcohol’s growth increasingly comes from new wave drinks built for category-agnostic drinkers. There will always be pockets of growth within the three traditional alcohol segments of beer, wine, and spirits, but the strength of a growing fourth category now has a “gravitational pull” with consumers. By the end of 2027, Beverage Marketing Corporation estimates that almost $1 of every $5 spent on alcohol will come from “Alternative Adult Beverages”—a catchall term that includes FMBs, hard cider, RTD cocktails, canned wine, and cannabis beverages. This is in addition to the collection of brands that may be made with a traditional base fermentable but taste like something entirely different. This is not a random occurrence. Young consumers have the most diverse range of drink options in the history of beverage! And when you can hunt for a flavor experience that fits your unique preferences, it makes sense today's drinker would feel enticed by categories and brands that focus on what people care about most: what something tastes like and how it makes them feel.