Beverage and beer companies must combat a wave of disruptive challengers catering to the health-conscious consumer. As brands at the forefront of this category disruption turn to digital channels like Amazon and Instagram to gain share, legacy brands have moved toward rapid product innovation and acquisitions to revamp their portfolios. However, there is no one-size-fits-all solution. Traditional TV advertisers, for example, lag behind smaller disruptive brands in Instagram engagement. Additionally, beverage and beer companies must optimize product assortment across omnichannel and pure-play retail partners, and consider the e-commerce favorability of their product portfolios to establish profitable and sustainable e-commerce businesses.