Jesse Bongiovi

You go from this every day for 4 years straight to sitting on mind numbing Teams calls with HR and being micromanaged by some dweeb named William under fluorescent lighting for 8 hours a day

Booze is coming back. For the bravest CPG entrepreneurs, it is one of the most interesting places to look in 2026 and beyond. I firmly believe the “decline in drinking” among the early 20s crowd has way more to do with the cost of going out than not wanting to drink. Surging Ubers, $18 dollar cocktails, etc. I am not a long term believer in the mocktails category. It does not make sense to serve what is basically $14 dollar exotic apple juice at a bar or an $8 ready to drink version in a store. Sure, a handful of non alc brands will have great exits; most will not. This GQ article is a home run in what many will experience going booze free and what I see as massive tailwinds for the alcohol category. The author, a health journalist, lasted three months sober: The lack of booze negatively impacted his mental health despite lower bar tabs and hangover free mornings. He would pop into his local dive to see friends but would not stay long and soon realized his best bonding moments happened on those nights. FOMO from the group chat peaked. He shifted his friend group toward sober curious, health focused circles built around fitness studio grand openings. When he asked if others felt the same void booze provided in their life, it was usually met with self righteousness. (we all seen this performative behavior in real life on podcasts, on linkedin, etc.) The article cites an anthropologist and social scientist with an expertise in drinking and culture. His point is why I am long term bullish on booze: From an evolutionary standpoint, drinking requires everyone to lower their guard and accept vulnerability. When you do that together, trust is built. Most sober social settings can not recreate this. The author gives examples inside his marriage where dates without wine turned into shorter dinners, and no cocktail lounge pit stops. Straight home to Netflix and being on their phones. A massive decline in their carefree fun. He ultimately concludes that going sober fixed nothing in his life and slowly became a detriment. He had always been healthy, fit, and social. I believe most consumers will reach the same conclusion. Non Alc will go the way of Paleo. Consumers get bored. I am optimistic about THC drinks for those who cannot drink. (The regulation in that category is total bull shit and needs to change) Long booze. Would love to see more builders step into this space this year while others are looking elsewhere!

Oz: "Alcohol is a social lubricant that brings people together. In the best case scenario, I don't think you should drink alcohol, but it does allow people an excuse to bond and socialize and there's probably nothing healthier than having a good time with friends in a safe way."

"We feel really bullish about our independence & it's part of the DNA of Notre Dame.. If we went into a laboratory & had to create the perfect coach for Notre Dame you would walk out with Marcus Freeman.. We're blessed to have him here at Notre Dame" Pete Bevacqua #PMSLive

The most outrageous dinner order you’ll ever hear & that’s just the beginning @StuartFeiner @RobbyBerger

My wife texts, "Yo check the sunset light outside." Yo indeed!

"There's no place like Notre Dame." ☘️ —Riley Leonard after the Irish win the first CFP game in South Bend

Adorable 😛🥰 . November 9, 2024 Notre Dame Stadium #BonJovi #JonBonJovi credit farmerlbilly