NBWA’s 2025 Annual Convention Highlights Beer’s Durability

Beer volumes are top of mind for almost everyone in the beverage alcohol industry. What began several years ago as a focus on declining volume sales of traditional beer has morphed into a slowdown in overall alcohol sales.

Craig Purser, president and CEO of the National Beer Wholesalers Association (NBWA), addressed this growing concern at the beginning of the organization’s 88th Annual Convention in Las Vegas.

Purser’s key takeaway? Data shows that consumers are hungry to get out and socialize. And the best way to do that is over a beer.

“We must broaden beer’s appeal to consumers, we must celebrate beer’s role in social gatherings, and we must support this industry that we all love and that is an integral part of the American experience,” Purser said during the Opening General Session. “I know that together, we will continue to put the work in to win, to persevere and to keep this industry strong for generations to come.”

Adapting to Change

NBWA’s 2025 Convention featured a variety of educational sessions and workshops to equip wholesalers with the right tools to survive and thrive during these difficult times. Between adapting to changing consumer preferences, accepting AI’s role in the warehouse and keeping tabs on where infused beverages are headed, this year’s event had a lot to offer.

With 2,800 beer distributors and beverage professionals in attendance, alongside the first-ever Innovation Showcase, NBWA underscored the durability of the beer industry while looking ahead with optimism and energy.

“Beer distributors are doing the work, making the investment and adapting to meet the challenges of today and tomorrow,” said Purser during the Opening General Session. “We all have to adjust to change, whether technology, social norms or consumer preferences. And the good news is, being mindful and nimble in the face of changing dynamics is what distributors do every day.”

David Williams, president, Bump Williams Consulting and JB Shireman, director, Arlington Capital Advisors highlighted the importance of adapting in their educational seminar, Evolve or Else: How Distributors are Adapting to the New Beverage Landscape.

“Whether you’re exclusive to beer or not, you are a part of an ever-changing industry,” said Shireman during the seminar. “Inflation, high interest rates, a sluggish supply chain and the impacts of tariffs make it hard for us to forecast and put a pinch on our financial situation. It’s a crazy world out there these days, but we need to pay attention to the consumer. We exist to serve them and follow wherever they go.”

The beverage alcohol industry is facing a critical juncture as it contends with heightened competition from recreational alternatives, a rise in moderation-oriented behaviors, shifts in consumer preferences and a surge in alcohol-free beverages promoting functional benefits.

At the same time, the fast-moving landscape of mergers and acquisitions (M&A), consolidation, joint ventures and key supplier dynamics introduces its own layer of opportunities and challenges on top of the underlying category trends.

The key to surviving is to accept all these trends and start strategizing for the future.

For one thing, this means premiumization is no longer a dominant category. “Inflation and higher prices are causing the sub-premium category to gain dominance,” said Shireman during the session.

“Consumers are also looking for functional beverages, but that doesn’t always necessarily mean ‘better for you.’ It can simply mean that consumers are looking for a buzz while still being able to relax and sleep,” he added.

Rebecca Maisel, former chairwoman of the board at NBWA, echoed this sentiment during the event’s Opening General Session, stating that even though the industry is being bombarded with all these challenges, there are still many opportunities for success.

“We’ve seen growth in RTDs, non alc’s and hemp-based THC beverages,” she said. “We’ve also seen newer entrants to the beverage arena, like wellness-focused functional beverages containing nootropics and adaptogens. The good news is that wholesalers are adapting, diversifying and expanding our capabilities to offer retailers the best and safest products, and ensure that the three-tier distribution model remains relevant.”

AI Gaining Traction

Aside from talks of the challenges that wholesalers are facing, Artificial Intelligence (AI) was another huge topic of conversation throughout NBWA’s event.

How is your company utilizing AI? Are you worried AI might eventually take over certain jobs? What is AI’s involvement in the future of the beverage alcohol industry?

These were questions that many panel experts answered throughout the four-day event.

During the Evolve or Else: How Distributors are Adapting to the New Beverage Landscape educational seminar, Shireman noted, “We’re still barely even understanding what AI is and how it’ll impact our world, but it will definitely have a very large impact. It’s going to be important to invest a lot more into technology and business intelligence units.”

Nick Rellas, founder and CEO of Greater, also discussed the impact that AI has on the industry during his seminar, Unhazy IP-A.I. — Demystifying Today’s Hottest Technology.

As part of the 4th Annual Making Moves aspect of the NBWA Convention, Rellas encouraged table conversations with everyone in the room on what AI means to your business, how you use it at your company and what you’re still looking to learn and get from AI.

The bottom line? AI is here to stay. No longer are we in an age where we can choose to ignore this growing technology and continue the old ways of getting tasks done. AI is the future, and if we don’t start utilizing it now, we risk falling behind and being left in the dust.

Welcoming NBWA’s New Chairman of the Board

Strong leadership is key to helping the beverage alcohol industry succeed during difficult times. That’s why NBWA announced Steve Beykirch, president of Eagle Beverage Corporation, as the new incoming chairman.

During the event’s second Opening General Session, Beykirch spoke to the industry’s power to foster connection.

“Not long ago, this industry faced a brand challenge like never before. And unfortunately, some politicians couldn’t resist trying to score cheap political points by piling on,” he said. “Fortunately, along with my fellow distributors, we were able to talk an elected official off a path that could have added fuel to the fire and further harmed the people in this business.”

“That is why we build relationships with policymakers and why we show up at conferences, regardless of what is going on in Washington,” Beykirch continued. “That is why we host state legislators and members of Congress at our warehouses. That is why we write checks to state and federal PACs to help elect lawmakers who understand our business.”

As promising as NBWA’s future looks with its new incoming chairman, outgoing chairwoman Rebecca Maisel will surely be missed. As NBWA’s first ever chairwoman, she brought a whole new perspective to the team and helped equip beer distributors with solutions for growing their businesses.

“It has been my absolute honor to lead our association this past year — and what a transformative year it’s been,” she said during the Opening General Session. “Over the past year, our industry has again been tested, and beer distributors have shown our collective strength. And as always, NBWA has been a constant steady hand on the wheel, helping to guide and support our family businesses and advocating for our industry every day.”

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