Why Retail Chains Are Turning Away From Supplier Reps.

The alcohol retail landscape is undergoing a seismic shift. With shelf-space competition tighter than ever, retail chain buyers are streamlining procurement by moving away from individual supplier national accounts reps and toward brokers and consulting teams, who can present multi-brand, strategic solutions. There has bee a growing number of firms and fractional services teams to fill that shift.

Key Findings from Edge Beverage Survey

In a recent Edge Beverage Consulting survey of over 40 retail chain buyers nationwide, conducted in July of 2025, representing a variety of chain sizes and markets, the following insights emerged:

• 56% report they are moving away from working directly with supplier national account sales reps.

• 52% are shifting shelf space away from traditional alcoholic beverages toward alternative beverage categories—such as hemp-based and mushroom-based drinks—driven by evolving preferences among Gen Z consumers.

• 41% expressed concern that as national alcohol sales decline, emerging categories may not fully compensate for the loss of traditional sales volume.

These results reflect a broader industry recalibration—balancing operational efficiency with the need to adapt to rapidly changing consumer behaviors.

Why The Change?

Retail buyers emphasize the benefits of consolidating supplier interactions:

Benefit	Why It Matters
Meeting Efficiency	One meeting for multiple products saves time.
Bundled Negotiation Power	Brokers can package offerings for better terms.
Strategic Insights	Consultants provide category-level market intelligence.
Shelf-Space Optimization	Multi-brand partners drive smarter product selection.

The broker/consulting model is becoming the preferred route for dynamic, supply-side agility.

External Validation: Gen Z Is Driving a New Beverage Culture

Supporting evidence from recent national data underscores the shifting consumer landscape. As reported in Yahoo! News, between 2011 and 2023, alcohol consumption among adults aged 18–24 dropped by 8 percentage points, with those aged 25–34 falling by 5 points Yahoo.

This decline coincides with a surge in interest in sober-curious lifestyles, with venues increasingly offering mocktails, zero-proof cocktails, and non-alcoholic alternatives. Industry observers attribute this trend to Gen Z’s shifting priorities—from frequent drinking to wellness, moderation, and experimentation with functional beverage categories.

What This Means for Suppliers

• Opportunity: Aligning with brokers or consultants can unlock access to major retail accounts and enable bundled offerings.

• Challenge: Single-brand reps must adapt or risk obsolescence as buyers favor broader category representation.

• Strategic Advantage: Suppliers with diversified product lines (including emerging alternatives) can position themselves as key partners in evolving beverage portfolios.

The Future of Retail Alcohol Buying

With 56% of buyers favoring broker/consultant engagement, and 52% pivoting toward alternative drinks, it’s clear the industry is entering a new phase—one focused on consolidation, adaptability, and consumer-driven innovation. For suppliers, evolution is no longer optional; it’s essential.

Key Takeaways

• Edge Beverage Consulting Survey: Reveals deep industry intention to move away from traditional reps and embrace diversified model partnerships.

• Gen Z Behavior: Confirmed drop in drinking rates signals a long-term shift, reinforcing the need for category expansion.