In this episode, Ryan, Isaac, and guest Mike Scavuzzo from Numerator discuss various trends and challenges in the beverage industry. They dive into the trending category of prebiotic and probiotic soda, highlighting brands like Ollipop and Poppi. They also explore the rise of non-alcoholic beverages and the challenges of merchandising these products. The conversation touches on the synergy between alcohol and non-alcoholic options, the growth of mocktails, and the specialty coffee market. In this conversation, Mike Scavuzzo discusses consumer insights, data collection methodologies, and the value of data for brands. He highlights the importance of understanding consumer behavior and purchase patterns, as well as the challenges smaller brands face in accessing and utilizing data. Mike also shares his experiences working with Red Bull, RX Bar, and Midday Squares, showcasing the success and strategies of these brands. Overall, the conversation emphasizes the role of data in retail decision-making and the impact it can have on brand growth and execution.