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"Things that feel accretive"
It's your Fingers Buzzwords of The Week!
Dave Infante
April 17, 2026
As we recently discussed, the soft-to-hard crossover beverage boom has slowed a bit since the mayhem in the market earlier this decade. But it certainly hasn’t stopped entirely. Look at PepsiCo, which has continued to plumb the flavored-alcoholic-beverage depths after failing to end-around the middle tier with its genuinely ambitious Blue Cloud wholesaling gambit. Per Brewbound, Hard Mtn. Dew and Hard Lipton Tea grew revenue 30% last year, so no wonder Big Blue recently rolled out Bubly Wine Refresher—a wine cooler by another name. Editor Justin Kendall asked Blue Cloud’s national general manager of alcohol, Alexandre Chiavegatti, whether any of Pepsi’s brands were off-limits for alcoholization. Chiavegatti responded that he’s open to exploring:
unique ways […] to strategically launch things that feel accretive, that feel complementary to the space, that also can help build some of our brands.
That is quite a few words to kinda-sorta say “nothing is off the table,” but sure, man. Luv 2 feel accretive!
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