Innovating in an Increasingly Crowded 4th Category

Finding white space within the beverage-alcohol industry’s fast-growing fourth category of offerings isn’t easy. Leaders from Molson Coors and Rhinegeist’s RGBevs will share their strategies for finding opportunities, building new brand families and crafting partnerships with major brands.

* Jamie Wideman, VP of Innovation, North America, Molson Coors
* Adam Bankovich, Chief Commercial Officer, Rhinegeist/RGBevs
* Brian “BK” Krueger, Vice President | Business Development & Portfolio Strategy, Bump Williams

Transcript

Speaker 1 [00:24] Our next category, our next. Panel conversation basically is part of a category that almost defies definition, as Dane just showed us how consumers call it 50 million different things. But beyond beer, fourth category, whatever you call it, there's no denying that this part of the industry demands attention. Hard seltzers and flavored malt beverages accounted for nearly 18% of total beer category dollar sales year to date through the end of October, according to IRI. Vodka-based RTD brand High Noon is now a top 5 spirits brand. So clearly there's a lot going on here. So here…

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