[BND] Your Breakfast Briefing

Good Morning, and Happy Wednesday. It's May 27, 2026.

No Significant Rebound Yet as Softness Extends into Mid-May: NIQ

Total alcohol lagged year-earlier levels during the four weeks that ended May 16, NIQ reports. Perhaps even worse news is that Prepared Cocktails are sharing in the weakness.

Seattle to Test Shopping with Alcohol in Hand

A new pilot program will allow people to shop at Seattle's Pike Peak Market with an alcoholic beverage in hand. Guests who want to take part will present their ID and receive a wristband before buying drinks from participating vendors.

ALB Vodka Boards JSX, America's Highest Rated Air Carrier

ALB Vodka said it will be served on all flights of JSX, the rapidly expanding semi-private air carrier that offers public charter flights across 30 destinations in the United States and Mexico.

Non-alc Brewer Ranks No. 8 on Axios-Harris Poll for Most Admired Firms

Athletic Brewing Co., a non-alcoholic craft beer producer, was the eighth most admired American company when Harris Poll and Axios surveyed consumers to see which firms were enjoyed the best reputations. The only other bev/al firm in the top 100 was Anheuser-Busch InBev, which weighed in at No. 77.

Cocktails To-Go Return to Baltimore County

Maryland Gov. Wes Moore (D‑Md.) signed HB 121 and SB 72, legislation that permanently allows cocktails to‑go in Baltimore County increasing convenience for adult consumers while supporting local restaurants and bars.

Sales Execs from Agencies, Wineries Join to Promote Washington Wines

A group of industry competitors have united to form the One Voice Council with the mission of growing, promoting, and representing Washington State wine within national on-premise accounts. 

Ciroc Official Vodka of US Sailgp Team

CÎROC was named the Official Vodka Partner of the U.S. SailGP Team. The announcement comes ahead of the highly anticipated SailGP New York race, where the American team will compete on their home waters in front of one of the sport's most electric atmospheres.

UC Davis Seeks to Find Clarity Through White Wine's Haze

White and rosé wines can become cloudy when transported in shipping containers or stored on supermarket shelves due to protein denaturation. While they are perfectly safe to drink, those murky wines tend to turn off consumers. Researchers at UC Davis are working on a solution more efficient, faster and more sustainable way to produce wines than the current centur-old method.

Outlaw Light Beer Revs Up Sponsorship for NASCAR Racing

Outlaw Light Beer, the fastest-growing domestic light beer in the U.S., is accelerating its presence in motorsports through a new collaboration with 23XI Racing, one of the hottest teams in NASCAR, during the 2026 NASCAR Cup Series season.

Smirnoff Ice Sponsoring 'Love Island USA'

Smirnoff Ice is sponsoring "Love Island USA" as the show's Official Malt Beverage. As part of the sponsorship, it's launchig The Fan Edit, a new campaign inviting fans to vote on which bold new flavors come next from the party beverage that helped define the category since 1999.

Kenwood Vineyards Reopens Tasting Room, 'a Return to Sonoma History'

Kenwood Vineyards, which is back under local Sonoma ownership following its purchase by the Heck Family, is reopening its tasting room with a heavy emphasis on local history. 

K&L Wine Merchants Opens First East Coast Store in Manhattan

K&L Wine Merchants, the family-owned wine and spirits retailer founded in California in 1976, has opened its first East Coast store at 270 Madison Avenue. The store occupies the former Park Avenue Liquors space, a specialty wine and spirits business with roots dating to 1934 and acquired by K&L in early 2026.

Napa Valley Vintners Trains 6th Class of Future Leaders

This spring Napa Valley Vintnerrs marks the launch of the Napa Valley Leadership Program's sixth cohort.

What I'm Reading

Gen Z is destroying another beloved beverage category as they move on to a surprising alternative

America's obsession with bubbly drinks may finally be losing its fizz. After years of explosive growth driven by sparkling waters, hard seltzers and canned fizzy cocktails, younger consumers - especially Gen Z - are increasingly ditching carbonation in favor of still beverages like iced teas, canned lemonades, flavored waters and non-carbonated energy drinks. The shift is reshaping grocery aisles, liquor store shelves and even the alcohol industry itself. (Daily Mail)

A Better You –

That Extended Warranty Is Almost Never Worth the Money. This Is Why You Fall for It Anyway.

Extended Warranties are a losing bet. For every $100 wagered, on average you'll lost 50 cents at blackjack following the basic stragedy, $1.41 at craps with pass/come, $5.26 with double-loss routlette, $8 at quarter slots – and $70 with extended warranties. (New York Times/Wirecutter)

Thanks for reading! I'll be back tomorrow - Joel

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