Beverage and beer companies in the U.S. must combat a wave of disruptive challengers catering to health-conscious consumers. 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 assortments across all channels and pure-play retail partners, and consider the depth and favorability of their product portfolios to establish profitable and sustainable e-commerce businesses.