Beverage Dynamics Summer 2024 | Page 10

GROWTH BRANDS
SPIRITS RISING STARS ( 000 9-Liter cases )
’ 22 /’ 23
Brand
Supplier
2022
2023p
% Chg
Teremana Tequila Siete Bucks Spirits / Mast-Jägermeister US 850 1005 18.2 % Empress 1908 Gin Milestone Brands 93 127 36.6 % 818 818 Spirits 100 125 25.0 %
Banana Pudding
Cream Moonshine
Ole Smoky Distillery
90
108
20.0 %
White Chocolate Strawberry
Cream Moonshine
Ole Smoky Distillery
68
83
22.1 %
Gran Coramino Proximo Spirits 50 83 66.0 % Campo Bravo Tequila Milestone Brands 43 73 69.8 % Smoke Lab Vodka NV Group USA 22 59 ++% Whip Shots Temperance Distilling 34 58 70.6 % Bacardi Mango Chile Bacardi USA 11 54 ++% 400 Conejos Proximo Spirits 29 51 75.9 % Peanut Butter Whiskey Ole Smoky Distillery 42 49 16.7 % Mijenta Tequila Altos Planos 20 45 ++%
Orange Shinesicle
Cream Moonshine
Ole Smoky Distillery
3
43
++%
Heaven Hill Bottled-in-Bond Heaven Hill Brands 16 41 ++% Gray Whale Deutsch Family Wine & Spirits 34 38 11.8 % Mozart Chocolate Liqueur Mozart Distillerie GmbH 20 36 80.0 % Patron El Cielo Bacardi USA -- 35 -- Naranja Orange Liqueur Milestone Brands 29 34 17.2 % Ancho Reyes Campari America USA 29 32 10.3 % Broken Shed Vodka Broken Shed Imports / MHW 20 28 40.0 % Flecha Azul Tequila WES Brands 13 27 ++% Bushwacker Bushwacker Spirits 21 24 14.3 % Montelobos Mezcal Campari America USA 20 22 10.0 %
Source : The Beverage Information Group ' s 2024 Industry Overview Handbook ( P ) Preliminary
truly change with the mixer ’ s PH levels , leaving consumers with a beautiful botanical gin cocktail experience .” Premiumization also comes in the form of local , better ingredients . “ Our master blender had a goal to make vodka that showcased the natural resources of New Zealand . We think he succeeded ,” says Jean-Marie Heins , CMO for the Rising Star winner , Broken Shed . “ Broken Shed Vodka is made without any additives , using only the whey distillate and our special blend of two waters , one from each main island of New Zealand . The minerals in the South Island water give our vodka a lovely roundness and a great mouthfeel . The whey distills cleanly , allowing the nuances of the distillate to shine through in the final product . Once people try our vodka , they see why we say taste to see what it means to be different .” Premiumization has also played a role in helping rum rebound . “ Appleton Estate has a strong portfolio of super premium aged rums , and they were the predominant drivers of growth for the brand in 2023 — particularly the 8 Year Old , 12 Year Old and 21 Year Old rums ,” says Andrea Sengara , vice president of marketing , Campari America , of the Comeback Award winner . “ Additionally , the brand has seen a healthy appetite for limited , high-end offerings . Appleton Estate 17 Year Old Legend — an exclusive and faithful
Elizabeth McCall , master distiller of Woodford Reserve .
recreation of the legendary rum that was crafted by J . Wray & Nephew on the Estate in the 1940s and is known worldwide as the storied inspiration for the creation of the original Mai Tai cocktail — was released in June 2023 and sold out in minutes through the brand ’ s digital channels .”
THE CELEBRITY SPOTLIGHT
Perhaps the biggest trend in the past year has been the rapid rise of celebrity alcohol brands . While endorsements and investments from the rich and the famous have always been part of the industry , these have reached new heights in recent time . Suddenly , everyone on TMZ also has a tequila to their name . All it takes is celebrity buy-in . “ Mark Wahlberg , a principal investor in the brand , drew mass attention to Flecha Azul at every stop of the ‘ Enjoyed Everywhere ’ promotional tour , driving more earned media than we could have imagined ,” says Lauren Ryan-Kiyak , senior vice president , marketing for WES Brands , which is behind the Rising Star winner . “ The tour was so effective that Flecha sold out in multiple markets .”
RISING STAR
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