Bud Light ‘Stabilizing’ While Monster Energy Goes ‘All-In on Alcohol’: A Peek Inside 2024’s Ready-to-Drink Trends
(Photos: AP/Matt Slocum, Monster Energy)
From White Claw to Modelo, who shall reign supreme?
Last week, industry insiders swarmed to the National Association of Convenience Stores (NACS) trade show for a behind-the-scenes look at 2024’s projected alcohol trends.
Bud Light — embroiled in political controversy following a one-off partnership with trans influencer Dylan Mulvaney in April — took center stage. According to brand owner AB InBev, the blue-and-white beer is slated for a comeback.
“ABI believes that Bud Light is still the No. 1 brand by volume in the c-store channel despite the recent controversy, given it remains widely available and sells ~50% more than competitor brands,” Goldman Sachs equity analyst Bonnie Herzog reports. “The focus is now on execution given shares have stabilized.”
Over the past few months, Bud Light has invested heavily in its “Easy to Drink” ad campaign filled with football games, tailgate parties, Clydesdale horses and other tidbits of commercial Americana. A survey conducted in September found that “approximately 80% are favorable or neutral” to the Bud Light brand; though sales numbers are still down, AB InBev thinks that a rebound is right around the corner.
Outside of the beer category, flavors are shifting toward the extreme.
As hard seltzers like White Claw and Truly face a gradual decline in popularity, a new generation of ready-to-drink (RTD) cocktails is betting big on co-branded nostalgia. Since 2022, we’ve witnessed boozy launches from Mountain Dew, Arizona Iced Tea, Sunny D, Simply Lemonade and even Rocket Pop.
“The Beast Unleashed,” officially launched in March. (Photo: Monster)
Hopping on the trend, Monster Energy debuted its 6% ABV Beast Unleashed lineup in March — thankfully for imbibers everywhere, non-caffeinated. Now, the brand is planning to roll out Nasty Beast Hardcore Tea in original, half and half, “razel berry” and green tea flavors come 2024.
According to Goldman Sachs analysts, Monster’s plan is to go “all-in on alcohol” and “thinks it could be big for them by 2025.”
Elsewhere, Twisted Tea is reorienting its business model to focus on variety packs. According to the brand, Twisted Tea 12-packs are currently “the No. 2 in growth in all of beer.” The company has witnessed runaway success with its themed game day and party packs, a sign that its product may be more popular at the frat house than with solo-sippers.
Other brands to look out for include Modelo Especial — which recently dethroned Bud Light as the top-selling beer brand in the US — and Jack Daniels, which has exploded into the RTD category with official co-branded releases alongside Coca-Cola.
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