Channel Check: What’s Hot and What’s Not


As our story on page 30 indicates, it’s tough to stay on top when it comes to Malternatives. The base is just too easy to flavor, and when flavor’s the deal, it’s tough to beat any flavor that’s new. Hence the fast decline of “hard” root beers (the favorite son just a year ago) and the fast growth of spiked seltzer brands. Still, the only thing better than flavor in the beverage game is distribution – and that’s where Smirnoff, the Bud Light family, and Twisted continue to keep on top.