Hey Yetis & Besties,

At Spotify, they’ve banned the words “later” and “offline” from being said at meetings. If you’re in the meeting, figure it out now — everyone’s online already. They call it real-time resolution, and honestly… we’re into it. Anything that limits the # of follow-ups is a win in our book.

No more circling back. It’s revolutionary.

🍹 The Drink of the Summer: 2025 Edition

It’s a TBOY tradition: Before MDW, we predict the drink of the summer. So we analyzed the data, tasted the trends, and landed on one answer.

But first… a quick trip down memory lane:

• 2015: Peak Rosé. Your mother-in-law caused a Whispering Angel shortage.

• 2018: Spiked Seltzer. White Claw became a unicorn thanks to the Sig Ep day parties.

• 2020–22: RTD canned cocktails. Started with Jack & Coke cans, then High Noon took over.

• 2022: Low- and no-alc beers. Big sober curious moment.

• 2023: Aperol Spritz. 9.6 million cases of the Italian liquor were sold.

• 2024: BeatBox. The boxed punch wine jumped 75% last year, hitting $175M annual sales.

This year, signs point to jalapeño wine (TikTok viral), Surfside vodka iced tea (riding momentum from last year’s 360% sales growth), and spiked Poppi (functional soda makes functional cocktail).

But our prediction? This summer is a Margarita Moment.

Here’s why: In uncertain times (like Trade War Summer), we crave the familiar. During the pandemic, comfort foods boomed. This year? Margs.

DoorDash data suggests it’s already happening:

• 🍋 Limes sales are +85% so far this year

• 🌶️ Jalapeños +80%

• 🍯 Agave Syrup +100%

• 🧂 Rim seasoning +125%

• 🪇Tequilla sales are up too

Whether it’s fear of tariffs or love of tequila, one thing’s clear: The Marg Moment has arrived.

💼 The Axios / Harris Poll: Companies ranked

The biggest brand report of the year is here: The Top 100 Companies in America by reputation. 17,000 Americans were surveyed about the 100 most visible brands in America, asked about their products, values, and impact. At TBOY, we call it Kiss, Marry, Kill for Brands:

• 👄 Who would you kiss? (trendy fling)

• 💍 Who would you marry? (reliable fave)

• 🪦 Who would you kill? (goodbye forever)

This year’s drama?

• Tesla fell 32 spots to #95 (they were #8 in 2021)

• Chipotle rose, despite burrito shrinkage controversy

• ChatGPT jumped too, despite AI anxiety

The Top 5 Brands by reputation:

• 🥇 Trader Joe’s

• 🥈 Patagonia

• 🥉 Microsoft

• 🏅 Toyota

• 🎖 Costco

What we noticed? None of them are buzzy or viral. But they’re consistent, useful, and trusted. That’s what matters in the long-term. The trendiest brands—Netflix, Taco Bell, Crocs, Duolingo—didn’t even crack the top 30. Because popularity ≠ reputation.

The Takeaway: “It takes 20 years to build a reputation and five minutes to ruin it.” — Warren Buffett.

👯‍♀️ Tell a Bestie:

• 💅 Alix Earle’s Art of the Influencer Deal

• 🧠 A love story: Sam Altman and Jony Ive’s 9-minute manifesto

• 🤖 CEO Bot: Klarna’s earnings call was run by the CEO’s AI avatar

• 🏀 $60K is what it costs to sit court-side Chalamet at MSG

• 🏠 Renting is a better deal across most of US

• 🧙‍♂️ Hogwarts expansion: America’s first new theme park in 20 years is “EPIC”

• 🏃‍♀️ Strava hit $2B and you’re still chasing your PR

The Best Idea Yet 💧 LaCroix: The Cinderella of Seltzers

How did a Midwest water brand become a coastal cult? We cover the untold origin story of LaCroix in a wild 45 minute deep dive.

Follow the The Best Idea Yet for a weekly deep dive into the viral products you’re obsessed with.

And one more thing. Nick’s in Paris (it is possible) while Jack’s chilling in the Green Mountains — We’re logging off to let May marinate. Happy MDW, Besties.

Celebrate the wins 🙌 🙌

—Nick & Jack