The final weeks of 2024 are showcasing significant strategic movements across the CPG landscape, with established brands expanding their portfolios and emerging players securing notable investments. These developments, combined with emerging consumer trends for 2025, highlight the evolving nature of talent needs across the sector.
De Nada Tequila Secures Strategic Investment
The premium tequila brand has secured strategic capital from notable sports team ownership groups. This investment positions the brand for accelerated growth and highlights the continued appeal of premium spirits brands to strategic investors.
Ocean Spray Partners with Dyla Brands for Innovation
Ocean Spray has announced a strategic partnership with Dyla Brands to launch on-the-go drink mixes, marking the iconic brand’s entry into the powdered beverage category. This collaboration demonstrates how established brands are leveraging partnerships to enter new formats and reach different consumption occasions.
Califia Farms Expands Portfolio with Single-Serve Options
The plant-based beverage company has launched a line of single-serve beverages, responding to consumer demand for convenient, portion-controlled options. This expansion reflects the growing importance of format innovation in meeting evolving consumer preferences.
DryWater Launches Innovative Hydration Product
A new entrant in the hydration category has introduced the first real fruit-based electrolyte powder with added vitamins. This launch represents the continued evolution of the functional beverage category with an emphasis on natural ingredients.
McCormick Eyes Acquisition of Duke’s Mayo Owner
McCormick & Co. is reportedly in talks to acquire Sauer Brands, owner of Duke’s Mayonnaise. This potential acquisition signals ongoing consolidation in the condiments category and could create new opportunities for talent integration.
Talent Implications and Analysis
These developments signal several key trends affecting talent acquisition in the CPG sector. The investment in De Nada Tequila highlights the need for talent that can manage rapid scaling while maintaining premium positioning. As brands secure strategic investment, the demand for executives with experience in managing accelerated growth phases becomes increasingly critical.
The Ocean Spray and Dyla Brands partnership demonstrates the growing importance of collaboration expertise in CPG. Companies need leaders who can effectively manage strategic partnerships while driving innovation. This trend creates opportunities for professionals with strong relationship-building skills and cross-functional experience.
Format innovation, as shown by Califia Farms and DryWater, requires talent with both technical expertise and consumer insights capabilities. The ability to translate consumer needs into viable product formats while managing supply chain complexities is becoming an increasingly valuable skill set.
Looking Ahead
As we approach 2025, these industry movements suggest evolving talent needs across several dimensions. The convergence of traditional CPG expertise with innovation capabilities is creating demand for hybrid talent profiles. Companies need leaders who can balance heritage brand management with modern commerce capabilities while driving innovation across formats and categories.
Success in this evolving landscape requires talent acquisition strategies that recognize the increasing complexity of CPG roles. Tomorrow’s leaders will need to demonstrate not only category expertise but also partnership-building capabilities, innovation mindset, and the ability to navigate rapid change. Organizations that can identify and secure such multifaceted talent will be best positioned to capitalize on the opportunities presented by these industry shifts.
