In 2021, Ruchi Desai raised $5 million for EIGHT Elite Light Beer in six weeks. Fast forward to December 2024, and securing $10 million in Series A funding took her nine months. In a recent interview for VinePair, she explained, “During Covid, people were drinking more…There was a lot of capital and frothiness…that has all settled.”
The once-booming exits—Casamigos at $1 billion, Patrón at $5.1 billion, and Aviation Gin at $610 million—have cooled. Capstone Partners reports sustained declines in beverage deals since 2021, with only a slight rebound in 2024 through consolidation and strategic acquisitions.
Pronghorn (a Diageo-backed accelerator) now targets brands with demonstrated traction, said President Ron Cole, shifting support later in their lifecycle. According to VinePair, Stephen Rannekleiv of Rabobank added that “Investments…at those hefty valuations…and their failure to live up to expectations…have been sobering.”
These dynamics reflect broader trends. Rising interest rates above 4% have weighed on alcohol investments, along with distribution consolidation, new product competition (THC drinks, adaptogenic sodas), and COVID’s long-lasting influence on drinking habits.
Brian Rosen of InvestBev advocated for optimism: while headlines warn of alcohol’s risks, continued investments by major players like Warren Buffett into Constellation indicate underlying confidence.
Supporting this view, Rabobank found Gen Z consumption dip reflects tight finances—not disinterest—while IWSR’s BevTrac survey shows drinking in the segment grew from 46% to 70% between April 2023–March 2025.
Although U.S. alcohol sales likely face single-digit declines, experts said this doesn’t signal disaster. Instead, “smarter bets” go to brands that can thrive in the evolving environment.
Top Shelf Ventures’ Noah Sanborn Friedman argued that digital skepticism hides a truth: alcohol remains deeply embedded in social habits. The shift lies in the product—RTDs are growing as wine declines, while craft beer makes room for non‑alcoholic alternatives.
Investors are now branching out beyond classic spirits. Top Shelf Ventures backs hemp-derived THC beverages, betting on future regulation; InvestBev invests in clean energy drinks (Lucky Energy), hard kombucha, RTDs (JuneShine), and hemp drinks (Cann). If rates fall as expected, Rosen predicts further acquisitions in wellness and hemp beverage segments.
Meanwhile, distribution and manufacturing M&A persists—like Asahi’s acquisition of Octopi Brewing and Hand Family Companies’ Southern California wholesaler purchases.
This cautious approach acts as market cleansing. As Chase Brooks (Solid Liquid) notes, tighter funding weeds out inefficient brands, creating healthier competition.
Even with Gen Z and Gen Alpha drinking less today, alcohol’s cultural role remains strong. If sales dip single digits annually, the industry stays massive, just more meritocratic. “It will be…a more honest market where you have to do a lot of battle to survive,” Brooks concluded.
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VinePair Article — Investors Have Become More Selective About Alcohol Investments, written by Kate Bernot
The image of the article is courtesy of © rabbit75_cav via Canva.com
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