CPG industry trends are changing faster than ever, driven by shifting consumer preferences, technological advancements, and innovative business strategies. This week, we saw a series of announcements that reflect the fast moving nature of the consumer packaged goods (CPG) sector. From luxury divestitures to celebrity-backed ventures, these developments offer valuable insights into where the industry is headed. Let’s break down the headlines and analyze their implications for how these moves are shaping the future.
In a surprising move, global luxury giant LVMH announced it has sold its stake in Stella McCartney, the sustainable fashion brand founded by British designer Stella McCartney. The sale underscores a potential recalibration of priorities within LVMH’s portfolio, which includes some of the world’s most iconic luxury brands. For Stella McCartney, regaining full ownership could provide greater creative control and flexibility to scale independently.
Pinhook Bourbon, known for its innovative approach to whiskey-making and branding, has appointed a new CEO to lead the company into its next phase of growth. This leadership change comes at a pivotal time for the spirits industry, where premiumization and storytelling continue to drive consumer interest. With a fresh executive at the helm, Pinhook is likely aiming to expand its footprint, refine its marketing strategies, and capitalize on the booming demand for artisanal spirits. The appointment reflects a broader trend among beverage companies to invest in strong leadership capable of navigating complex markets.
Oddbird, a Swedish alcohol-free wine brand, is making waves with its ambitious U.S. expansion plans backed by prominent investors. As consumers increasingly prioritize health and wellness, non-alcoholic beverages have emerged as a lucrative segment within the CPG space. Oddbird’s entry into the American market positions it to tap into this growing demand while leveraging its reputation for quality and innovation. The involvement of high-profile backers also underscores investor confidence in the category’s long-term potential, signaling that alcohol alternatives are here to stay.
NFL stars Jason and Travis Kelce have teamed up to become owners and operators of Garage Beer, marking their first joint venture in the beverage industry. Known for their charisma and massive fan base, the Kelce brothers bring significant star power to the burgeoning craft beer scene. Their involvement not only amplifies Garage Beer’s visibility but also highlights the growing trend of celebrity-backed CPG brands. By aligning themselves with a product that resonates with sports fans and casual drinkers alike, the Kelces' are poised to make a splash in an already competitive market.
Recent NielsenIQ data shared by BevInsights reveals a fascinating trend in the energy drink market: Ghost Energy Drink has seen its volume increase by 14.7%, accompanied by a 1.7% average price hike over the four weeks ending January 11. Meanwhile, Bang Energy Drink is regaining momentum, with volume surging 16.3% and an average price increase of 3% during the same period. These figures underscore the resilience and adaptability of premium energy drink brands, even in a competitive marketplace. The ability to grow both volume and pricing suggests that consumers are willing to pay more for products they perceive as high-quality, innovative, or aligned with their lifestyle preferences.
These stories collectively reveal how the CPG industry is navigating a period of transformation, driven by shifting consumer preferences, strategic pivots, and the relentless pursuit of innovation. At the heart of it all is a clear push toward premiumization, sustainability, and adaptability—themes that connect Oddbird’s alcohol-free wines, LVMH’s divestment of Stella McCartney, and the resurgence of Bang Energy Drink.
Take the energy drink category as an example. Ghost and Bang are thriving not just because they offer caffeine but because they’ve positioned themselves as lifestyle brands that cater to health-conscious, aspirational consumers. This mirrors Oddbird’s success with its alcohol-free wines, which tap into the growing demand for wellness-focused alternatives. Both sectors show that today’s consumers aren’t just buying products—they’re buying into values, whether it’s better health, environmental responsibility, or personal growth.
Meanwhile, LVMH’s decision to sell its stake in Stella McCartney underscores the challenges of balancing sustainability with profitability. While luxury giants may be reassessing their commitments to niche eco-friendly ventures, independent brands like Stella McCartney and Oddbird are proving that there’s room to grow by doubling down on ethical practices. These moves highlight a broader trend: sustainability isn’t just a buzzword anymore—it’s a business imperative. Brands that fail to align with this shift risk losing relevance in an increasingly conscious market.
The influence of celebrity culture, exemplified by Jason and Travis Kelce’s entry into craft beer, adds another layer to the equation. Their involvement with Garage Beer shows how personal branding can amplify a product’s reach, but it also raises questions about authenticity. Can a celebrity-backed brand sustain long-term loyalty, or will it fade once the novelty wears off? The answer lies in delivering real value—something Bang Energy has worked hard to reclaim after past struggles. For CPG brands, the lesson is clear: star power can open doors, but substance keeps them open.
Finally, the data-driven insights from BevInsights remind us that agility and precision are key to thriving in today’s competitive landscape. Whether it’s adjusting pricing strategies or identifying emerging trends, companies that leverage analytics have a distinct advantage. This applies across the board, from Pinhook Bourbon’s leadership change to Oddbird’s U.S. expansion. Success in the CPG space now hinges on the ability to pivot quickly while staying true to your core identity.
When you zoom out, these stories paint a picture of an industry in flux—but also one ripe with opportunity. Premiumization, sustainability, digital engagement, and adaptability are no longer optional; they’re the pillars of modern CPG strategy. Brands that can seamlessly integrate these elements into their DNA will not only survive but lead the charge in shaping the future of consumer goods.