Thrive Market Exits Alcohol Sales, Focuses on Growing Alcohol-Free Market
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Dec 10 2025
0mins
Source: CNBC
Thrive Market's Shift: Thrive Market will become the first major online grocer to eliminate all alcohol products, replacing them with over 100 non-alcoholic options, reflecting a shift in consumer preferences towards healthier choices.
Changing Attitudes Towards Alcohol: CEO Nick Green noted a significant decline in alcohol consumption in the U.S., with only 54% of adults drinking, paralleling a societal shift in attitudes towards alcohol similar to that of tobacco.
Growth of Non-Alcoholic Sector: The non-alcoholic drinks market is booming, with projected sales reaching $5 billion by 2028, as consumers increasingly explore alternatives to traditional alcoholic beverages.
Logistical Advantages: Thrive Market's decision is also driven by logistics, as non-alcoholic beverages can be shipped to all U.S. states, unlike alcohol, which is restricted to 39 states, allowing for a more streamlined service.
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Analyst Views on TAP
Wall Street analysts forecast TAP stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for TAP is 52.00 USD with a low forecast of 46.00 USD and a high forecast of 72.00 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
15 Analyst Rating
5 Buy
9 Hold
1 Sell
Moderate Buy
Current: 51.130
Low
46.00
Averages
52.00
High
72.00
Current: 51.130
Low
46.00
Averages
52.00
High
72.00
About TAP
Molson Coors Beverage Company is a holding company. The Company operates in two segments: Americas and EMEA&APAC. The Americas segment consists of the production, importing, marketing, distribution and sales of its owned brands and partner brands and licensed brands in the United States, Canada and various countries in Latin America. It operates nine primary breweries, three craft breweries and two container operations. It also includes partnership arrangements for the distribution of beer in Ontario and the western provinces of Canada. The EMEA&APAC segment consists of the production, marketing and sales of its primary brands as well as other owned and licensed brands in Bulgaria, Croatia, Czech Republic, Hungary, Montenegro, the Republic of Ireland, Romania, Serbia, the United Kingdom, various other European countries and certain countries within the Middle East, Africa and Asia Pacific regions. It operates approximately 11 primary breweries, four craft breweries and one cidery.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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