The FMCG Marketing Daily — May 24, 2026

The FMCG Marketing Daily — May 24, 2026 The essential daily briefing for brand managers and marketers in consumer goods. In today's episode: • New WSWA data shows RTD cocktails are the only growth pocket in a US spirits market being squeezed by consumer downtrading — a direct signal for how Diageo, AB InBev, and challenger RTD brands should be prioritising their portfolios right now. • Spendrups' acquisition of Umida's spirits portfolio is a live example of regional FMCG consolidation strategy — a brewer using M&A to build a multi-category alcohol house and expand brand reach beyond its home category. • Nestlé France has appointed Camille Falguière as General Director of its Food category — a senior leadership move at one of the world's largest FMCG companies that signals renewed focus on its core food portfolio in a key European market. Fun fact: Costco has never once run a television commercial in its entire history, yet it consistently ranks among the top 10 global retailers by revenue — a position most chains spend billions in advertising to chase. The warehouse giant relies almost entirely on its $65 annual membership fee as both a revenue engine and a loyalty lock, meaning the product that Costco actually sells is the membership itself, not the merchandise. Hosted by Marco and Klara.