[MONDAY MINUTE] Energy Drinks Market is Soaring Because Beer Sales Are Declining? | Beverage Industry Trends

AB InBev has GHOST Energy. Molson Coors has ZOA Energy. Heck…Monster Energy acquired CANarchy craft brewing collective. And now the third-largest craft brewer in America, Sierra Nevada Brewing, has acquired a minority stake in the better-for-you energy drinks brand RIOT Energy. If you haven’t picked up on it…brewing companies are targeting pockets of beverage industry growth potential to replace the “beer occasions” that aren’t as prevalent anymore. The aptly named “Beyond Beer” strategy has ushered in a new era of category convergence. Well…Sierra Nevada Brewing seems committed long-term to diversification, because this RIOT Energy investment also accompanies the buildout of a massive “CanDo Innovation Centre” that will produce and package products outside of conventional beer. This all makes me wonder though…when will major players like Constellation Brands, Heineken, and Boston Beer Company make a play into the energy drink space? FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS LINKEDIN - ⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/joshuaschallmba⁠⁠⁠⁠⁠⁠⁠⁠ TWITTER - ⁠⁠⁠⁠⁠⁠⁠⁠https://www.twitter.com/joshua_schall⁠⁠⁠⁠⁠⁠⁠⁠ INSTAGRAM - ⁠⁠⁠⁠⁠⁠⁠⁠https://www.instagram.com/joshua_schall⁠⁠⁠⁠⁠⁠⁠⁠ FACEBOOK - ⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/jschallconsulting