Market Leadership: Athletic Brewing, as America's largest non-alcoholic brewer, holds a 52% market share, significantly outperforming the next 100 brands combined, demonstrating its strong competitive position in the industry.
Innovative Product Launch: In January 2026, Athletic will debut Athletic Lite Lime & Salt, its first-ever year-round product extension with 40 calories, aimed at satisfying consumer demand for refreshing flavors and further solidifying its market position.
Collaborative Promotion: Athletic is partnering with OpenTable to launch an interactive map that helps consumers find its non-alcoholic beers at bars and restaurants across the U.S. and Canada, which is expected to boost foot traffic in dining venues, especially during the traditionally slow month of January.
Consumer Research Support: Research indicates that 39% of consumers are more likely to return to restaurants offering a variety of non-alcoholic options, and Athletic's products will help enhance customer retention and overall restaurant revenues.
BKNG
$5401.13+Infinity%1D
Analyst Views on BKNG
Wall Street analysts forecast BKNG stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for BKNG is 6166 USD with a low forecast of 5433 USD and a high forecast of 6850 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
26 Analyst Rating
Wall Street analysts forecast BKNG stock price to rise over the next 12 months. According to Wall Street analysts, the average 1-year price target for BKNG is 6166 USD with a low forecast of 5433 USD and a high forecast of 6850 USD. However, analyst price targets are subjective and often lag stock prices, so investors should focus on the objective reasons behind analyst rating changes, which better reflect the company's fundamentals.
20 Buy
6 Hold
0 Sell
Strong Buy
Current: 5436.930
Low
5433
Averages
6166
High
6850
Current: 5436.930
Low
5433
Averages
6166
High
6850
BNP Paribas Exane
Outperform
initiated
$6,100
2025-11-24
Reason
BNP Paribas Exane
Price Target
$6,100
2025-11-24
initiated
Outperform
Reason
BNP Paribas Exane initiated coverage of Booking Holdings with an Outperform rating and $6,100 price target.
BofA
Neutral -> Buy
upgrade
$6,000
2025-11-24
Reason
BofA
Price Target
$6,000
2025-11-24
upgrade
Neutral -> Buy
Reason
BofA upgraded Booking Holdings to Buy from Neutral with a $6,000 price target.
Wedbush
Wedbush
Neutral -> Outperform
upgrade
$6,000
2025-11-13
Reason
Wedbush
Wedbush
Price Target
$6,000
2025-11-13
upgrade
Neutral -> Outperform
Reason
As previously reported, Wedbush upgraded Booking Holdings to Outperform from Neutral with a $6,000 price target. The firm notes Global travel demand was healthy relative to expectations this quarter, and Booking remains the best positioned OTA given the company's global scale and diversification, strong liquidity and free cash flow conversion, and track record of successful execution across key strategic initiatives. In Q3, the company reported strong results across key metrics and management noted robust segments, Wedbush adds. Over the last three months, shares have fallen 8% and are currently trading for 17.6-times the firm's 2027 GAAP EPS estimate, near the lower end of its historical range over the last two years.
Wedbush
Neutral -> Outperform
upgrade
$6,000
2025-11-13
Reason
Wedbush
Price Target
$6,000
2025-11-13
upgrade
Neutral -> Outperform
Reason
Wedbush upgraded Booking Holdings to Outperform from Neutral with a $6,000 price target.
About BKNG
Booking Holdings Inc. is a provider of travel and restaurant online reservation and related services. The Company offers its services through five primary consumer-facing brands: Booking.com, Priceline, Agoda, KAYAK, and OpenTable. Through its brands, consumers can book an array of accommodations (including hotels, motels, resorts, homes, apartments, bed and breakfasts, hostels, and other alternative and traditional accommodation properties) and a flight to their destinations; make a car rental reservation or arrange for an airport taxi; make a dinner reservation; or book a vacation package, tour, activity, or cruise. Consumers can also use its meta-search services to easily compare travel reservation information, such as flight, hotel, and rental car reservations from hundreds of online travel platforms at once. Booking.com offers accommodation reservation services for approximately 4.0 million properties in over 220 countries and territories and in over 40 languages.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
