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Total spirits revenues dropped 1.1% last year: The Trump administration鈥檚 tariffs will only intensify the industry鈥檚 challenges.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, the economic blackout day made an impact, ecommerce buoys beauty, and luxury spending continues.

NWSL secures key women-led sponsorships: E.l.f. Cosmetics and Unwell partner with the soccer league, marking a shift in how beauty and lifestyle brands invest in sports.

This week, beauty buyers take action on texts, influencers have indirect influence, and podcast fandoms benefit brands.

Private label is key to Kroger鈥檚 growth prospects this year: The grocer is relying on its owned brands to attract deal-seeking shoppers.

Marketing beyond the screen: Studios are embracing cross-industry partnerships, with "A Minecraft Movie" leveraging gaming, beauty, and food brands to expand its audience reach and deepen fan engagement before its release.

As customers grab the same grocery staples they have for decades, Walmart is betting that gamifying the experience will challenge those habits. The retailer plans to launch Walmart Unlimited, a three-part miniseries that features the entrepreneurs behind its products. Launched last month on Spatial, the game includes full commerce integration that enables in-app purchases.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

Trump health leaders lean into supplements: As public health agency leaders promote vitamin and mineral supplements, brands and marketers need to maintain trusted science and education messages.

Ecommerce penetration of beauty and personal care sales is rising: 41% of category sales take place on platforms like Amazon and TikTok Shop as consumers respond to virality and convenience.

In a competitive retail landscape, alcohol brands are turning to AI-powered image recognition to optimize in-store execution. This technology provides real-time insights on shelf conditions, helping brands keep products well-stocked, properly displayed, and positioned to capture shoppers鈥� attention鈥攂oosting visibility and sales.

Tariffs could add $12,000 to new car prices, drive up costs for electronics, and inflate grocery bills. Marketers must pivot to value-driven messaging as economic uncertainty reshapes spending.

Retail media has swallowed up the shopper and trade marketing budgets of CPG brands. Incrementality is the top KPI for RMN advertisers, but it鈥檚 not the only one.