Ask ten people about Gen Z and alcohol and you will hear the same headline: the kids quit drinking. The truth is more interesting, and a lot more useful if you sell beverages for a living. Americans are drinking at the lowest rate Gallup has recorded in 90 years, and the steepest pullback sits with adults under 35. But the generation the headlines call sober is anything but. Gen Z still drinks. It just drinks less often, more deliberately, and on its own terms, and that singl

Vodka is the best-selling spirit in America, and it is also the one your staff are most likely to sell on autopilot. Someone walks up, asks for "a bottle of vodka," you point at the shelf, they grab the brand they saw in a commercial, and the sale is done. No conversation, no upsell, no reason for them to come back to you instead of the grocery store down the street.

Walk into almost any liquor store, grocery beverage aisle, or back bar in America right now and the agave section has roughly doubled. Tequila climbed from a shot-and-salt afterthought to the second most valuable spirits category in the United States, behind only vodka. Mezcal, raicilla, sotol, and bacanora are landing on the shelf right next to it.

Walk into any modern grocer, natural foods retailer, or beverage alcohol store and the cold case has changed. Coconut water sits next to kombucha. Mushroom coffee sits next to prebiotic soda. A CBD sparkling water sits next to a hemp-derived Delta-9 drink. Customers stand in front of the door, pick up two cans, and stare at the labels trying to figure out which one solves the problem they walked in with.

Today, we're proud to announce the launch of PKGD University, a professional credentialing platform built in partnership with PKGD Group, one of the leading importers of heritage, producer-owned agave spirits in the United States.

THC beverages are no longer a novelty. They are on the shelf, in the cooler, and in the conversation at every major trade show this year. If you attended WSWA Access or any regional distributor event in the last six months, you saw it firsthand: hemp-derived THC drinks are showing up in the same portfolios, the same pitch decks, and the same buyer meetings as craft spirits, RTDs, and functional beverages.

Spirits 101: a guide to the seven major spirit types, how they're made, how they taste, and how to recommend them. Free training for retail and bar staff.