NACS Takeaways

Five hours on the floor at NACS, one buyer conversation, and a clearer picture of what’s actually moving in beverages right now.

Yesterday in Chicago, I caught up with John Herbert, the beverage buyer for True North—a Midwest convenience chain with 190 stores across Illinois, Ohio, Wisconsin, and Michigan—to hear what’s moving in his coolers right now.

Regulation isn’t a hurdle. It’s the roadmap. 🌿In emerging spaces like THC beverages, the winning posture isn’t “how do we get around this?”—it’s “how do we build through regulation and make it part of the brand.” Education, dosing clarity, and compliance aren’t side projects—they’re part of the product itself. The brands investing in retailer training and consumer literacy will own the shelf once the dust settles. The spray-and-pray crowd won’t.

Brands John’s stoked on: Nowadays, High Rise, and Señorita.

Energy is shifting from max to many. ⚡Yes, the category is way up with the usual suspects—Red Bull, Monster—but John’s watching Bloom and Bum Energy as new players gaining traction. He sees a shift from 300mg, one-and-done cans toward approachable formats that fit daily life. Moderate caffeine amounts that are more approachable, allowing for multiple purchases throughout the day.

Energy that fits your routine beats energy that wrecks your afternoon.

Protein is escaping the gym bag. 🏋♂️ 💪 Bars are hot, but the sleeper hit is protein coffee—a crossover that turns a daily ritual into a functional habit. It delivers satiety, taste, and trade-up pricing in one move. When the cold box carries protein you want to drink, the basket follows.

John’s stoked on: Super Coffee Protein+ and the forthcoming protein coffee from Starbucks.

Beer’s in a tough spot. 🍻 The category is losing occasions to malt- and wine-based RTDs that feel lighter, fresher, and easier to repeat. High Noon, BuzzBallz, BeatBox, and Sun Cruiser are all crushing—offering the right balance of flavor, ABV, and fun without the bloat.

RTD tea is cooling. 🧊 🫖 “I haven’t seen anything new recently,” John said. “The shelf looks the same as last year.” He’s not wrong—the category’s still sizable, but innovation has slowed and excitement’s fading. RYL is one of the few exceptions breaking through with a fresher, functional take, but most of the shelf still feels stuck in neutral.

Nothing replaces a buyer’s gut check. Always good to hear what’s really happening where the masses are shopping, not just what’s trending.