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A category-level breakdown of what’s winning and losing among non-alc beverages, the scoop on Boulevard Brewing’s new intoxicating product and a taste of the marketing moves and new products catching our attention so far this week.

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Stop me if you’ve heard this one before: weak volume sales dragged down total non-alc beverage sales growth in the two-week period ending October 4.

It’s become a familiar refrain in Goldman Sachs Equity Research’s reports analyzing NielsenIQ scanner data. This week’s report, tracking retail including xAOC and convenience as well as Amazon, shows that volume sales dropped 6.7% in the two-week period (decelerating from -3.7% in the four-weeks), while dollar sales grew just 2.9% (+3.8% 4-wks). A steep 9.6% increase in average pricing made up the difference.

Insiders can access the full scanner data summary.

A new trade show experience will get you ahead on trends and excited for the year ahead. Winter FancyFaire* debuts in sunny San Diego, January 11-13, 2026, and bring together buyers and manufacturers inside the Exhibit Hall and beyond it. Learn more and get your badge today. Learn more

BevNET Live L.A. (Dec. 7–9) features a curated lineup of the voices who’ve made bold decisions, founders who’ve scaled, leaders who weathered disruption, and investors who’ve backed big wins. Here’s a glimpse at just a few of the conversations happening this December:

• Inside the Spindrift Sale: The key decisions that led founder Bill Creelman to make a deal to sell a majority stake to Gryphon Investors, with a discussion of the role of private equity in the beverage business.
• How Health-Ade Leveled Up: Learn about goal setting, strategy, and tactical follow-through from former Health Ade CEO Chris Lansing and board members from First Bev and Manna Tree
• 10 Years of Venture Investing: Doehler Ventures’ Sebastian Dreher opens the books on the forces that have led to the growth or retreat of the beverage brands - and what that means for investment in the next 10.

Early registration pricing expires this Friday, October 24! Register now to save and gain early access to the room block, 1:1 meeting sign ups, and sampling opportunities.

We’ve got more coverage from NACS this week, including a look-in at some formulation and packaging changes at arch-rival hydration drink brands Prime and Más+ by Messi. 

Get the details here. 

Barebells is getting in on the protein soda wave, introducing a three-SKU line that claims 10 grams of clear whey protein per 12 oz. can, along with 200 mg caffeine. 

While some early players have chased big numbers (up to 30 grams per 12 oz. can), Barebells told us at NACS last week that “Ten grams of protein will not make or break your day, but it's a nice little dress-up for a caffeinated beverage.” 

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Brain health is emerging as one of the biggest functional trends in food and beverage, as consumers look for ways to support focus, clarity, and long-term cognitive function through what they eat and drink. 

In this episode, Sephora Noormand of MOSH, Katie Emerson of Kyowa Hakko (makers of Cognizin), Austin Holt of MacroCap Labs, and Josh Schall of J. Schall Consulting discusses how brands are leveraging science-backed ingredients like Cognizin to build credibility and consumer trust, the role of clinical research in substantiating functional claims, and how innovation in brain-boosting foods, beverages, and supplements is reshaping the future of functional formulation.  

Tune in here. Also available on Spotify and Apple Podcasts.

This episode is a paid collaboration with Cognizin.