Convenience store retailers are feeling good about the beer category heading into 2026, according to Goldman Sachs’ latest Beverage Bytes survey of more than a quarter of the channel. C-store buyers are forecasting increased foot traffic and waning sticker shock for consumers. 

Brewbound Insiders are reading highlights of the report, including who is gaining (and who is losing) shelf/cooler space, which beer stocks Goldman Sachs is bullish on and key brand performances.

In today’s Brewbound Insider Newsletter and at Brewbound.com, Insiders are also reading about:

• Wholesalers’ and retailers’ legislative efforts to save intoxicating hemp beverages;
• The evolution of hotel beverage programs;
• And a look at Budweiser’s ’Merica-ified Super Bowl spot.

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Convenience store retailers offered an optimistic outlook on 2026 beverage sales in Goldman Sachs’ Q4 Beverage Bytes retailer survey, which represents roughly 28% of the c-store channel (around 42,000 retail locations). 

C-store retailers are forecasting 3.3% total beverage category sales growth in 2026 driven by increased traffic, easier YoY comps, impactful new product launches and price increases, according to the financial services firm. 

Although beer category sales “remain pressured,” c-store retailers are projecting 3% beer category sales growth in 2026, on the heels of 2% growth in 2025.

Insiders can read more about c-store retailers’ forecasts for 2026, including pricing forecasts, which beer companies are slated to gain or lose shelf space and commentary on top brands. 

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An influential group of bev-alc retailers and distributors are supporting legislative efforts to keep hemp-infused beverages alive despite their prohibition, slated to take effect in November 2026.

Backed by Total Wine & More, BevMo! by Gopuff, ABC Fine Wine & Spirits and Spec’s, as well as a “broad group of compliant hemp beverage wholesalers,” the Beverage Alcohol Merchants Coalition (BAMCO) launched last week with the goal “to advocate for responsible federal regulation of low-dose hemp-derived THC beverages, and beverages only.”

BAMCO is pushing for intoxicating hemp beverages to be regulated like alcohol, with legal sales to adults 21 or over by licensed retailers and wholesalers. Insiders can read more.

Adult non-alc (ANA) cocktails are gaining momentum in luxury hotels, with one major chain reporting a 32% sales increase over the past 3 years. But functional ingredients and education still create challenges.

That’s according to Miranda Breedlove, director of beverage for Hyatt’s The Lifestyle Group, and Bill McKinney, regional VP for IHG Luxury & Lifestyle, who spoke at the Beer, Wine & Spirits Summit last week. 

As hotel food and beverage programs evolve into more conceptually driven spaces, buyers are looking for supplier portfolios that offer as much range as possible. A diversity of spirits under 1 book with wide distribution allows individual hotel beverage programs to “have a sense of autonomy that they can do something that’s more authentically them,” Breedlove said.

Insiders can read more here.

Insight Brewing (Minneapolis, MN) marketing manager Joey Steinbach joins the Brewbound Podcast this week to discuss how the brewery is supporting its community amid the surge of Immigration and Customs Enforcement (ICE) operations in the Twin Cities. This month, ICE agents have been recorded killing 2 U.S. citizens during demonstrations in the city. 

Insight has been collecting food and supplies to distribute to mutual aid groups that are supporting residents in need. The brewery participated in Minneapolis' general strike on Friday, January 23, by closing for sales, but giving out handwarmers, coffee, snacks, whistles and sign-making materials to residents attending rallies. 

We’ll discuss why Insight believes this work is important, and how the brewery has been affected by ongoing ICE operations. Look for the episode to post to feeds mid-week.

Also this week: expect coverage of the National Beer Wholesalers Association and Fintech’s joint webinar about Q4 beer sales, a check-in with NA brewer BERO and our usual scan data reporting.

Indiana University football coach Curt Cignetti has started 2026 with a championship win, and a whole lot more beer. 

Upland Brewing (Bloomington, IN) granted the coach a lifetime supply of beer after Cignetti celebrated winning the CFP Championship last week with a Hoosier Gameday Lager and deemed it “the best beer I’ve ever had in my life.” 

Brewbound’s Insider’s Week in Beer newsletter writer Sean McNulty wanted in on the action, and gave Cignetti Saturday’s beer of the week (an honor bestowed in every issue). 

Insiders can check out the full edition, including other beer-related news from the week, such as consumers’ sticker shock over NA cocktails.

Circle K stores will be “expanding beer” in 2026 – but what the convenience store chain considers “beer” includes products from all major bev-alc categories, Circle K lead category manager Bob Gulley shared Sunday during the Beer, Wine & Spirits Summit in Coronado, California. 

Gulley – who primarily focuses on the Southwest, including NM, AZ and TX – said he will “100%” be expanding stores’ beer selection this year, which will include wine-based cocktails. 

Gulley said: “The consumer doesn’t see a difference in those products. They’re not saying ‘Well, one’s wine and one’s malt.’ They’re saying ‘This is high alcohol and flavor.’”

Insiders can check out more of what’s working at the c-store – and what’s not.

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