Beverage Forum Highlights: Protein, Non-Alc, and Gen Z

Dear Client: Category convergence and the great race toward a “total beverage” industry inclusive of liquids from beer to non-alcoholic “hard cider” was in full display yesterday at the Beverage Forum conference attended by your editor.  The industry is experiencing a "dynamic change” as “alcohol companies expand into non-alc companies and non-alc companies expand into alc companies,” Bev Forum organizer and L.A. Libations co-founder Danny Stepper said during his opening remarks. “I mean, Coke and Monster are now in alcohol.