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Circana Inspire: State of the CPG Beverage Alcohol Industry

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Boris Oglesby

Executive Vice President, Practice Leader, Alcoholic Beverages and Tobacco

The youngest consumers, Gen Zs aged 21 and older, are driving innovation in flavor, format, and packaging.

  • Writer: Boris Oglesby
    Boris Oglesby
  • Mar 20, 2024
  • 1 min read

Updated: Jan 3

Beverage alcohol consumers are looking for variety. The youngest consumers, Gen Zs aged 21 and older, are driving innovation in flavor, format, and packaging. This report explores what’s fueling demand and uncovers growth opportunities in the robust beverage alcohol market.


Highlights:

  1. Ready-to-drink cocktail and hard seltzer sales are softening, but these convenient products hold broad appeal among age and household income cohorts.

  2. Beer sales remain strong in the convenience channel.

  3. Soft drink brands crossing into beverage alcohol are trending, especially with younger adult consumers.

  4. Gen Z preferences in non-alcoholic beverages, such as energy, fruit flavors, and added benefits, can inspire innovation in beverage alcohol.



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About the author

Boris Oglesby is an executive vice president and practice leader at Circana. In his role, Oglesby is responsible for leading high-performance analytics, data development, delivery, and client services organization in developing and using Circana’s tools to identify and address a broad spectrum of key marketing issues, including new product launches, line extensions, trade spending, pricing, and retail execution within the beer, wine, spirits, and tobacco industries.


Oglesby also helped pioneer the Circana Diversity Advantage Program to inspire and empower rising minority- and women-owned consumer packaged goods (CPG) companies to achieve positive organizational growth.


Previously, Oglesby was vice president of global marketing and strategy with MeadWestvaco. He has held significant senior leadership roles in other CPG companies, such as vice president of super premiums, cordials, and strategy for Jim Beam Brands and senior vice president of marketing and development for Swedish Match North America.


Oglesby holds a Bachelor of Science in marketing from Grambling State University and an MBA from the Kellogg School of Management at Northwestern University.

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