The beverage alcohol business is in a curve.

That’s the phrase Matt Rice, founder and principal of Thirsty Insights, uses to describe the first half of 2026: a volatile, high-stakes moment where consolidation, consumer shifts, distributor disruption, and M&A are changing the race order in real time.

In this episode, Matt joins Erica and Scott for a mid-year M&A update on the deals, category shifts, and distributor moves reshaping the drinks industry.

We dig into the surge of activity across wine, spirits, RTDs, beer, and non-alc — from Gallo’s move to acquire Four Roses, to Molson Coors buying Atomic Brands, to The Wine Group stepping into non-alc cocktails with Saint Agrestis’ Phony Negroni line. Matt explains why buyers are still active, but far more disciplined, looking for growth vehicles, scarce assets, synergies, and route-to-market leverage.

The conversation also tackles one of the biggest distributor shakeups in years: RNDC’s market exits, Reyes’ expansion beyond beer into wine and spirits, Martignetti’s move into control states, Columbia Distributing’s Oregon and Washington opportunity, and Southern Glazer’s continued push into beer-aligned assets.

For emerging brands, the implications are significant. Matt explains why distributor attention can materially affect performance, why smaller suppliers have to be easier to sell, and why brands now need to show up with tighter market plans, better data, clear target accounts, and a willingness to do the hand-selling themselves.

We also explore why independent RTD brands like BeatBox, Surfside, and Carbliss have outpaced many incumbent launches, why “born-in-category” brands often win, and why Matt would put a hypothetical $1 million angel investment into Wine 2.0 — not because wine is winning today, but because he believes the next cycle may reward those building for where the puck is going.

For drinks entrepreneurs, this episode is a masterclass in how to think about M&A, distribution, category timing, investor signals, and the strategic discipline required to survive the curve — and come out stronger on the straightaway.

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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

Erica Duecy LinkedIn

Instagram @ericaduecy

Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

Scott Rosenbaum LinkedIn

Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.

Caroline Lamb LinkedIn

Instagram @borkaline

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