Gen X consumers have usurped Boomers for the most purchasing power among generations, according to a new report from Numerator. 

In today’s Brewbound Insider Newsletter and on Brewbound.com, Insiders are diving into what caused the flip, as well as CPG purchasing trends among Gen Z and millennials. 

Insiders are also reading about:

• Uncle Nearest Premium Whiskey’s receiver report and job cuts;
• A distributor acquisition in Montana;
• The return of Dangerous Man under new ownership;
• The impending closure of Nebraska Brewing;
• Root Shoot Malting’s historic new certification;
• Why craft consumers may be younger than we think;
• And MJF scholars’ trip to Yakima.

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Move over Boomers, there’s a new big spender in town. 

Gen X consumers now account for the largest percentage of CPG, general merchandise and QSR sales, usurping Boomers for the first time, according to a new report from consumer insights firm Numerator.

Gen X households contributed 34.1% of total sales in the last 12 months (data ending June 30). While down from 34.2% in 2024, the generation was still able to pass Boomers, as the latter generation’s share fell from 35% to 33.7%. 

Insiders can read more, including generational trends by channel and retailer.

The court-appointed receiver for Uncle Nearest Premium Whiskey says the embattled whiskey company still holds “significant value,” but will need to clarify incomplete financial records and its capitalization table, and shed non-core assets before evaluating future offers for investment.

12 employees have already been laid off – 13% of the company’s workforce – and there are plans to continue to “evaluate the workforce and expenditures of the company,” according to a quarterly evaluation of the company filed October 1 by the company’s receiver, Phillip G. Young Jr.

Insiders can read more from the receiver’s report, including the challenges ahead, job cuts, potential asset liquidations and the next steps.

Summit Beverage has struck a deal to acquire George’s Distributing, giving Summit statewide presence in MT, the companies announced today. 

Insiders can read more here. 

How does an RTD brand that was built on the beach translate to other seasons? Surfside, Stateside Vodka’s hard iced tea and lemonade canned cocktail brand, is betting big on sports this fall. 

Stateside co-founders CEO Clem Pappas and president Matt Quigley joined the Brewbound Podcast to discuss the brand’s meteoric rise, its partnerships across college football and professional hockey and baseball and the newly rechristened Stateside Live!, an entertainment hub at the South Philadelphia Sports Complex where the city’s professional sports teams play.  

YTD through mid-September, Surfside’s depletions reached nearly 8M cases, about a 150% increase over last year. 

Prior to the interview, Zoe and Jess break down recent news stories, including the abrupt shutdown of brewpub chain Iron Hill and storied cider maker Martinelli’s pivot to bev-alc. 

Read more and listen to the conversation here or on your preferred podcasting platform.

The application is now open for the Brewbound Live Pitch Slam, the leading business pitch competition for emerging beer, beyond beer, and adult beverage brands. The competition will take place during Brewbound Live 2025, held in Marina del Rey, December 10 & 11.

This year, the Pitch Slam gets a high-impact makeover: a new 1-day format, a tighter slate of finalists, and an intentional spotlight on innovation across RTDs, NA, cannabis, and beer categories.

The Brewbound Live Pitch Slam is open to early-stage adult beverage brands across beer, hard seltzer, hard cider, hard kombucha, RTD cocktails, THC-infused beverages and more. Whether you’re pre-launch with a product ready to sample or already in market for less than two years, we’re looking for disruptive brands with innovative concepts and the potential to scale. All applicants should be focused on the U.S. market and capable of providing packaged samples.

Why Apply?

• Stage Time: Pitch in front of hundreds of beverage alcohol industry decision-makers including strategics, distributors, and investors.
• Strategic Visibility: Get your brand in front of top-tier media, buyers, and potential partners, all in one room.
• Expert Feedback: Hear from seasoned judges with deep operational, retail, and investment experience.
• Access: Finalists unlock access to 1:1 meetings, networking, and breakout sessions designed to accelerate growth.

The deadline to apply is Wednesday, October 15, 2025. Space is limited. Apply Now >>

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Want to share news or tips? ✉️ Submit a press release or reach out to news@brewbound.com.

Interested in other beverage coverage? 👀 Check out the BevNET Daily Briefing covering the broader beverage industry, including energy drinks, cannabis and other non-alcoholic beverages. Want to stick to the hard stuff? Subscribe to our Spirits Newsletter (published every 2 weeks). 

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